网络购物的社会心理机制探析——以淘宝网为例

近年来网络购物日渐普及，正在成为大众消费方式。以具备说服力和代表性的淘宝网为例，认为网络购物是一种具有技术依赖、非在场虚拟、低控制匿名特征，有规范与特定流程的购物形式。基于购物行为发生前、中、后对参与者进行社会心理分析。即购物网站通过规则制定建立信任，卖方利用促销措施落实信任，买方在购物行为达成中自觉维护信任。阐述了网络购物即是虚拟平台与实在交易的过程，而解决虚实交易矛盾，引领未来网络购物发展的关键，正是以信任为核心的社会心理机制的构建。

An Analysis of Social Psychological Mechanism in Online Shopping:Taking Taobao as an Example

Recently, online shopping is becoming a form of mass consumption with its increasing popularity. Using Taobao as a persuasive and representative example, the paper comes to the conclusion that online shopping is a kind of shopping form with certain norms and specific process which has the characteristics of technological dependence, non presence virtuality and low control anonymity. Based on the social psychological analysis of the buyers before, during and after the shopping, shopping websites build trusts according to rules, sellers use sales promotion to strengthen trusts, and buyers maintain trusts in the deals. The paper holds that online shopping is a process of real deal on virtual platform, and the building of social psychological mechanism with trust as its core is the key in solving the problems of the real deal on virtual websites and leading the development of the future online shopping.