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Community Commerce: Facilitating Trust in Mom-to-Mom Sale Groups on Facebook

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Sarita SchoenebeckAuthors Info & Claims

CHI '17: Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems

Pages 4344 - 4357

https://doi.org/10.1145/3025453.3025550

Published: 02 May 2017 Publication History

Abstract

Consumers are turning to Facebook Groups to buy and sell with strangers in their local communities. This trend is counter-intuitive given Facebook's lack of conventional e-commerce features, such as sophisticated search engines and reputation systems. We interviewed 18 members of two Mom-to-Mom Facebook sale groups. Despite a lack of commerce tools, members perceived sale groups as an easy-to-use way to quickly and conveniently buy and sell. Most important to members was that the groups felt safe and trustworthy. Drawing on these insights, we contribute a novel framing, community commerce, which explains the trust mechanisms that enable transactions between strangers in some groups. Community commerce fosters trust through (a) exclusive membership to a closed group, (b) regulation and sanctioning of behavior at the admin, member, and group level, and (c) a shared group identity or perceived similarity (though, surprisingly, not through social bonding). We discuss how community commerce affords unique and sometimes superior trust assurances and propose design implications for platforms hoping to foster trust between members who buy, sell, or share amongst themselves.

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Cited By

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Index Terms

Community Commerce: Facilitating Trust in Mom-to-Mom Sale Groups on Facebook
1. Applied computing
2. Human-centered computing

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cover image ACM Conferences

CHI '17: Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems

May 2017

7138 pages

ISBN:9781450346559

DOI:10.1145/3025453

General Chairs:
Gloria Mark
University of California Irvine
,
Susan Fussell
Cornell University
,
Program Chairs:
Cliff Lampe
University of Michigan
,
m.c. schraefel
University of Southampton
,
Juan Pablo Hourcade
University of Iowa
,
Caroline Appert
Université Paris-Sud
,
Daniel Wigdor
University of Toronto

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https://dl.acm.org/doi/10.1145/3613904.3641966
Prasitsupparote APasitsuparoad PJungjit S(2024)Design and Implementation of a Local Marketplace Application for Food and Beverage Businesses Using 4P’s and 4C’s Strategies2024 Joint International Conference on Digital Arts, Media and Technology with ECTI Northern Section Conference on Electrical, Electronics, Computer and Telecommunications Engineering (ECTI DAMT & NCON)10.1109/ECTIDAMTNCON60518.2024.10480075(318-323)Online publication date: 31-Jan-2024
https://doi.org/10.1109/ECTIDAMTNCON60518.2024.10480075
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