互联网企业社会信任生产的动力机制研究  

On the Dynamic Mechanism of Social Trust Production in Internet Enterprisers

作　　者：郑丹丹 Zheng Dandan

机构地区：[1]华中科技大学社会学院

出　　处：《社会学研究》2019年第6期65-88,243,244,共26页Sociological Studies

基　　金：华中科技大学文科双一流建设项目“社会建设与风险治理青年创新团队”成果

摘　　要：本文以互联网家装平台“土巴兔”为例,分析技术服务类商品的信任建构,并与淘宝和京东模式进行对比。本文认为,互联网企业的信任生产机制的实质是变革关系结构,给信任关系中的弱者赋权赋能。其根本原因在于互联网“泛在”技术和“脱域”事实导致经济活动参与方的数量和结构发生改变,在扩大的整体市场中,由于竞争加剧,卖方自主性下降,买方的经济价值则因整合而被放大。牟利动机使企业的创新行为得到激发,催生了社会信任,促进了市场繁荣。This paper,taking the Internet home decoration platform tubatu as an example,explores the innovation of trust production mechanism during the development of Internet enterprises.The author argues that the essence of such trust production is to change the relationship structure,and empower the weak in the trust relationship.The root of this process lies in the fact that to the“ubiquitous”technology of the Internet and the fact of“de-localization”have led to fundamental changes in the number and structure of all parties involved in economic activities.In the expanded overall market,the seller s autonomy has declined due to intensified competition,and the economic value of the buyer s demand has been enlarged due to integration.Therefore,the intrinsic motivation of profit-making has greatly stimulated the innovative behavior of enterprises,promoted social trust and promoted market prosperity.

关 键 词：社会信任 网络社会 企业创新 市场扩大 买方整合 

分 类 号：F27[经济管理—企业管理]