The Study Of Theories And Practices Of The British Consumer Reciprocitiy Behavior

With the development of globalization and network technology,both the enterprises and consumers have been improved.It is worth noting that consumers get more authorities than ever before.Along with these authorities,the consumers are more willing to co-operate with others simultaneously.They would like to help or get help from each other in order to obtain greater perceived value.In fact,the appearance of the British consumer co-operatives in the 19 th century as the first successful organization was derived from the phenomenon of the co-operation between consumers.According to the sociological theory,the definition of reciprocity behavior of human beings refers to the interaction of two or more people to act together and assist other persons if necessary in order to reduce the environmental complexity and the competitive pressure between each other.In tradition,the consumers' reciprocity behavior of conventional English were between the members of the British consumers' co-operatives which were aimed at facilitating their members to purchase goods or services more easily and protect their interest at the same time.However,in today's society,the internet has changed the world greatly.The reciprocity behavior is like a P2P(Peer to Peer)model's consumer behavior.The reciprocity relies on the sharing of information initiatively to achieve the goal of mutual benefit.Moreover,as one type of sharing economy,consumers' reciprocity plays a significant role.Some western enterprises especially in Europe and the US have a great success due to this model,for instance,Landshare,CoShopper.com et al,which has been new sources of competitiveness for the sustainable development of western countries.In China,the sharing economy has been added into the strategy of national development.No matter in theory or practice,it is necessary to learn from the western companies about how they make strategies according to the consumers' reciprocity behavior business model.This will help us to achieve the goal of sharing economy and sustainable development strategy.