{"title":"The rules of trust between individuals: An ethnography of transactions on Leboncoin.fr","authors":"Thomas Stenger, Renaud Garcia-Bardidia, A. Bailly","doi":"10.1177/20515707221141400","DOIUrl":null,"url":null,"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.","PeriodicalId":45672,"journal":{"name":"Recherche et Applications en Marketing-English Edition","volume":null,"pages":null},"PeriodicalIF":0.8000,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Recherche et Applications en Marketing-English Edition","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/20515707221141400","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
