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

Author

Listed:
  • Thomas Stenger

    (CEREGE [Poitiers] - Centre de recherche en gestion [UR 13564] - UP - Université de Poitiers = University of Poitiers, COMIN [Cerege] - Culture, cOnsommation, Médiations, Image et Numérique [Équipe du Cerege] - CEREGE [Poitiers] - Centre de recherche en gestion [UR 13564] - UP - Université de Poitiers = University of Poitiers)

  • Renaud Garcia-Bardidia

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Adrien Bailly

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.

Suggested Citation

  • Thomas Stenger & Renaud Garcia-Bardidia & Adrien Bailly, 2022. "The rules of trust between individuals: An ethnography of transactions on Leboncoin.fr," Post-Print hal-05557756, HAL.
    • Handle: RePEc:hal:journl:hal-05557756
    DOI: 10.1177/20515707221141400
    as

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