The rules of trust between individuals: An ethnography of transactions on Leboncoin.fr

IF 0.8 Q4 BUSINESS

Recherche et Applications en Marketing-English Edition Pub Date : 2022-12-01 DOI:10.1177/20515707221141400

Thomas Stenger, Renaud Garcia-Bardidia, A. Bailly

引用次数: 0

Abstract

Online C to C platforms rely on multiple evaluation tools (ratings, calculated reputation, and online reviews) to generate the trust that is essential for transactions. What are the sources of trust when these tools are absent (or not used)? From an ethnography of private transactions via leboncoin.fr, this contribution reveals the mechanisms of trust in this context. The Goffmanian approach adopted enables us to highlight the rules of trust and their role in maintaining and repairing trust situations (commitment, normality, proximity, readability, and unveiling). This research contributes to the marketing literature by supplementing the work on the evaluative and calculated character of trust and by proposing a cross-channel analysis incorporating online trust. It opens up alternative perspectives for framing C to C exchanges and studying cross-channel consumer behavior.

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个人之间的信任规则:黎巴嫩币交易的民族志[j]

在线C到C平台依赖于多种评估工具（评级、计算的声誉和在线评论）来产生对交易至关重要的信任。当这些工具不存在（或没有使用）时，信任的来源是什么？通过leboncoin.fr对私人交易的民族志，这一贡献揭示了这种背景下的信任机制。所采用的Goffmanian方法使我们能够强调信任规则及其在维持和修复信任状况中的作用（承诺、正常性、接近性、可读性和揭示性）。这项研究通过补充关于信任的评估和计算特征的工作，并通过提出结合在线信任的跨渠道分析，为营销文献做出了贡献。它为构建C到C交换和研究跨渠道消费者行为开辟了另一种视角。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Recherche et Applications en Marketing-English Edition BUSINESS-

CiteScore

0.50

自引率

12.50%

发文量

期刊介绍： Recherche et Applications en Marketing (English edition) is a peer reviewed academic international journal publishing original research in the field of marketing in French and translated into English. It is a main reference for the development and dissemination of new concepts and new methods in marketing. The journal publishes articles covering any aspect of marketing, including consumer behaviour, communication, retailing, CRM, new product development and more. The journal publishes research articles, research notes, critical state of the art papers, and also articles offering perspectives from other disciplines which might be applied to marketing. Recherche et Applications en Marketing is an official journal of the AFM (French Marketing Association - Association Française du marketing). It is the leading French research journal in the field of marketing which has been published since 1986, and in both English and French since 2007.