The Research of We Chat Purchase Transaction Behavior from the Perspective of 'Establishment of Relationship'
| Autor: | LEE, WEI-CHIH, 李偉誌 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 The overseas purchasing campaign has been going on for years in China, and in the environment of the rapid development of social media such as We Chat, many individuals began to operate overseas purchasing services on We Chat. For the buyer, there are many issues that need to be discussed in relation to the seller's transactional relationship on social media on the Internet, whether it is a trust issue or a privacy issue. This research will use the “relationship” between buyers and sellers on We Chat’s circle of friends as a basis to explore how buyers and sellers view the “We Chat” trading relationship. How is the relationship built? What are the influencing factors? This study uses an in-depth interview method to interview 3 sellers with certain senior purchasing age and 5 monthly buyers who have certain spending power. The results of the study show that the "trust" relationship between the two parties is an important key to We Chat's purchasing and purchasing transactions. Basically, most of the buyers started to contact buyers for the purchase of information through a friend's introduction, and they also broadcast live video and text messages via We Chat., voice communications and other functions, and gradually cultivate a trust trading relationship with buyers, its focus is on the seller's "sincere" and vote for it; for sellers, because the China people are numerous consumers, so they will not take the initiative to recommend products To buyers, basically the more familiar guests will have active product suggestions. The results of this study reflect that due to the large number of people in China and the importance attached to the people's traits of “relationship and human relations,” there are more important in the transaction relationship of We Chat Shopping Service. For the follow-up practice suggestions of We Chat Buying, we recommend that the buyer and seller have a strong sense of “trust” to develop more business opportunities, and use different ways of cooperation to strengthen the verification mechanism of fake goods in order to create a better purchasing environment. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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