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首页> 外文期刊>IEEE Transactions on Professional Communication >Caveat Emptor: How Lay Technical and Professional Communicators Sell Technical Products in C2C E-Commerce
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Caveat Emptor: How Lay Technical and Professional Communicators Sell Technical Products in C2C E-Commerce

机译：告诫Empower：技术和专业沟通者如何在C2C电子商务中销售技术产品

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摘要

Background: Consumer-to-consumer (C2C) e-commerce involves consumers re-selling products to other consumers using online platforms. Research identifies trust as a major factor in this exchange. It concludes that seller-generated product descriptions can mitigate mistrust. Further, technical and professional communication research can reveal what content sellers tend to provide and can reveal how platform design may encourage that content. Literature review: C2C e-commerce and TPC researchers agree that mistrust can be mitigated by detailed content, and they call for platform designers to help improve platform and seller reputations. Research questions: 1. What content do sellers provide about their technical products 2. How do the platforms web form designs and the associated documentation about listing a product for sale encourage certain content types Research methodology: Four platforms were chosen using specific criteria. Product descriptions were collected once per week for six weeks, generating 1900 product descriptions. These descriptions were unitized and given reliable content categories, a methodology called quantitative content analysis. Further, the documentation and processes for posting items were explored to determine how they may encourage content types. Results/discussion: Sellers mostly provide product information and sales procedures, and they rarely give benefits and goodwill to the buyer. The platform design seems to encourage this content because of the content-entry process, the content-entry options, and the required and unrequired content entry. Conclusions: This study invites technical and professional communicators to provide more guidelines for users about the kinds of content they may include, and designers to explore the content entry process using usability and user-experience research.
机译：背景：消费者对消费者（C2C）电子商务涉及消费者使用在线平台向其他消费者重新销售产品。研究表明信任是这种交流的主要因素。结论是卖方生成的产品描述可以减轻不信任感。此外，技术和专业传播研究可以揭示卖家倾向于提供的内容，并且可以揭示平台设计如何鼓励该内容。文献评论：C2C电子商务和TPC研究人员一致认为，详细内容可以减轻不信任感，他们呼吁平台设计人员帮助改善平台和卖方的声誉。研究问题：1.卖方提供有关其技术产品的什么内容2.平台Web表单设计和有关列出待售产品的相关文档如何鼓励某些内容类型研究方法：使用特定条件选择了四个平台。每周收集一次产品描述，持续六周，生成1900个产品描述。这些描述被统一并给出了可靠的内容类别，这种方法称为定量内容分析。此外，还探讨了用于发布项目的文档和过程，以确定它们如何鼓励内容类型。结果/讨论：卖方主要提供产品信息和销售程序，很少给买方带来利益和商誉。由于内容输入过程，内容输入选项以及必需的和不需要的内容输入，因此平台设计似乎鼓励使用此内容。结论：本研究邀请技术和专业传播者为用户提供有关他们可能包括的内容种类的更多指导，并邀请设计师使用可用性和用户体验研究来探索内容输入过程。

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