Institutional Logics Shaping the Behavior of Actors in C2C Handmade Market
Institutional Logics Shaping the Behavior of Actors in C2C Handmade Market
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DOI：
10.23919/picmet53225.2022.9882568
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发表时间：
2022-08
期刊：
影响因子：
--
通讯作者：
Sayaka Tokita
中科院分区：
文献类型：
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作者：
Sayaka Tokita
近年来，随着ICT的发展，个人消费者将自己的创作出售给其他消费者的客户对消费者交易市场（C2C市场）不断扩大。调解消费者之间交易的在线平台的出现为他们提供了个人交易机会。本文主要关注这个C2C市场。本文的目的是阐明 C2C 市场中存在并塑造参与者行为的制度逻辑。对C2C市场参与者的采访，揭示了四种制度逻辑的存在：爱好逻辑、传播逻辑、商业逻辑、反利润逻辑。特别是，反利润逻辑表达了卖方对从其创作中赚钱的厌恶。这种制度逻辑看起来与存在于经济利润交易市场中的制度逻辑不匹配。顺便说一下，C2C市场中的一些制度逻辑是由人的情感因素形成的，与企业对客户（B2C）市场中存在的理性规则不同。由于交易中的卖方和买方都是人类个体，他们所形成的C2C市场的制度逻辑非常复杂。
In recent years, with the development of ICT, the customer-to-consumer transaction market (C2C market), in which individual consumers sell their own creations to other consumers, has expanded. The emergence of an online platform that mediates transactions between consumers has given them personal trading opportunities. This paper focus on this C2C market. The goal of this paper is to clarify the institutional logic that exists in the C2C market and shapes the behavior of actors. Interviews with people who are actors in C2C market, reveal the existence of four institutional logics: hobby logic, communication logic, commercial logic, anti-profit logic. In particular, the anti-profit logic expresses the seller’s aversion to making money from their creations. This institutional logic looks like a mismatch as the institutional logic that exists in the trading market for economic profit. In the way, some of these institutional logics in C2C market are formed by human emotional factors, unlike the rational rules that exist in Business-to-customer(B2C) market. Since both the seller and the buyer in the transaction are human individuals, the institutional logic of the C2C market they form is very complex.