Community Commerce: Facilitating Trust in Mom-to-Mom Sale Groups on Facebook
Community Commerce: Facilitating Trust in Mom-to-Mom Sale Groups on Facebook
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社区商务：促进 Facebook 上妈妈对妈妈销售小组的信任
DOI：
10.1145/3025453.3025550
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发表时间：
2017
期刊：
影响因子：
--
通讯作者：
S. Schoenebeck
中科院分区：
文献类型：
--
作者：
C. Moser;P. Resnick;S. Schoenebeck
消费者正在转向Facebook群组，与当地社区的陌生人进行买卖。鉴于Facebook缺乏传统的电子商务功能，如复杂的搜索引擎和声誉系统，这种趋势是违反直觉的。我们采访了两个“妈妈对妈妈”Facebook销售小组的18名成员。尽管缺乏商业工具，但成员认为销售组是一种易于使用的方式，可以快速方便地进行买卖。对成员来说，最重要的是团体感到安全和值得信赖。根据这些见解，我们提出了一个新的框架——社区商业，它解释了某些群体中陌生人之间交易的信任机制。社区商业通过(a)对封闭群体的独家成员资格，(b)对管理、成员和群体层面的行为进行监管和制裁，以及(c)共享的群体身份或感知到的相似性（尽管令人惊讶的是，不是通过社会联系）来培养信任。我们讨论了社区商业如何提供独特的、有时甚至是卓越的信任保证，并为希望在购买、销售或彼此分享的成员之间建立信任的平台提出了设计建议。
Consumers are turning to Facebook Groups to buy and sell with strangers in their local communities. This trend is counter-intuitive given Facebook's lack of conventional e-commerce features, such as sophisticated search engines and reputation systems. We interviewed 18 members of two Mom-to-Mom Facebook sale groups. Despite a lack of commerce tools, members perceived sale groups as an easy-to-use way to quickly and conveniently buy and sell. Most important to members was that the groups felt safe and trustworthy. Drawing on these insights, we contribute a novel framing, community commerce, which explains the trust mechanisms that enable transactions between strangers in some groups. Community commerce fosters trust through (a) exclusive membership to a closed group, (b) regulation and sanctioning of behavior at the admin, member, and group level, and (c) a shared group identity or perceived similarity (though, surprisingly, not through social bonding). We discuss how community commerce affords unique and sometimes superior trust assurances and propose design implications for platforms hoping to foster trust between members who buy, sell, or share amongst themselves.