新媒体环境下微商的信任建立研究  

Study of the Trust Establishment of the E-commerce under the Influence of the New Media

作　　者：赖庆梅[1] LAI Qingmei(School of Journalism&Communication,Gannan Normal University,Ganzhou 341000,China)

机构地区：[1]赣南师范大学新闻与传播学院,江西赣州341000

出　　处：《赣南师范大学学报》2022年第2期124-128,共5页Journal of Gannan Normal University

基　　金：2020年江西省高校人文社会科学研究项目(XW20110)。

摘　　要：在互联网的影响下,电商行业不断发展,甚至连微信也衍生出了微商模式。许多人都想从这低成本、易操作、高回报的新兴行业中分得一杯羹,然而对微商缺乏必要的监管以及信任机制,导致了一定程度的信任危机。从微商自身特点以及人际传播等角度出发,建立微商与消费者间的信任关系应当从以下方面入手:注重产品及服务,降低购物风险;改善营销方式,减少暴力刷屏;强化微商的监管体系,健全法律法规建设;利用技术手段管理网络行为,建立信任机制等。Under the influence of the internet,the e-commerce industry continues to develop,and even WeChat has spawned a WeChat business model.Many people want to get a share of this low-cost,easy-to-operate,high-return emerging industry,but the lack of required supervision and institutional trust in Wechat has led to a certain degree of trust crisis.This paper is to analyzes the current status of China's micro-commerce industry from the perspective of the characteristics of micro-business and interpersonal communication,put forward some suggestions that can strengthen the trust relationship between WeChat and consumers:focus on products and services,reduce shopping risks;improve marketing methods to reduce violent screen brushing;strengthen the micro-business supervision system,improve the construction of laws and regulations;use technical means to manage network behaviors,establish trust mechanisms.

关 键 词：微商模式 信任建立 网络人际信任 

分 类 号：G206.3[文化科学—传播学]