社交平台“弱关系交往”的信任研究——以小红书平台为例

Research on Trust in “Weak-Tie Interaction” on Social Platforms —Taking Xiaohongshu Platform as an Example

摘要: 在生活分享类社交平台蓬勃发展的当下，以小红书为代表的平台构建起从社交互动到消费决策的完整生态链，社交成为其实现商业价值的立身之本，其中“弱关系交往”更是常见的交流场景。基于此，本文从强弱连接的关系视角出发，运用访谈法探究“弱关系交往”过程中信任的演变机制及社交平台中信任的媒介化表现形式，旨在为社交平台的长期发展提供借鉴。研究发现，弱关系社交是当代年轻人的低频刚需，信任是决定交往过程中关系强弱程度的关键因素；同时归纳出信任的三种媒介化表现，即非刚需信任、事件性信任、经验性信任。由此得出结论：明晰弱关系交往中的信任机制与表现形式，有助于社交平台优化社交功能，维系用户关系，实现平台商业价值与社交价值的平衡发展。

Abstract: In the current era when life-sharing social platforms are booming, platforms represented by Xiaohongshu have built a complete ecosystem from social interaction to consumption decision-making. Social connection serves as the cornerstone for realizing commercial value on these platforms, with “weak-tie interactions” being a common communication scenario. Based on this, from the perspective of strong and weak ties, this study employs in-depth interviews to explore the evolution mechanism of trust in the process of “weak-tie interactions” and the mediatized manifestations of trust within social platforms. The research aims to provide insights for the long-term development of social platforms. The findings indicate that weak-tie socialization is a low-frequency yet essential need among contemporary young people, with trust being a critical factor determining the strength of relationships during interactions. Additionally, the study identifies three mediatized manifestations of trust: non-essential trust, event-based trust, and experiential trust. The conclusion drawn is that clarifying the trust mechanisms and their manifestations in weak-tie interactions can help social platforms optimize their social functions, maintain user relationships, and achieve a balanced development of commercial and social value.