Pembinaan Kepercayaan dan Persepsi Risiko dalam Pembuatan Keputusan: Kajian Kes Komuniti ‘Couchsurfing’

Nur Syairah Asri, Izzal Asnira Zolkepli, Cheah Wen Kit

Abstract


Kajian ini dijalankan untuk memahami dengan lebih mendalam satu konsep dalam talian yang penting iaitu kepercayaan interpersonal laman jaringan sosial. Untuk kajian ini, konsep kepercayaan interpersonal diuji ke atas sebuah laman jaringan sosial iaitu Couchsurfing yang menawarkan perkhidmatan hospitaliti secara percuma oleh pengguna laman sosial kepada pengguna yang lain. Couchsurfing menyediakan saluran dalam talian untuk pengembara bertukar minat, berkongsi pengalaman, menjalin hubungan sosial serta menawar khidmat penginapan kepada ahli komuniti Couchsurfing. Untuk laman jaringan sosial dalam talian seperti ini, konsep self-presentation adalah penting. Ahli komuniti Couchsurfing dapat mengenali rakan pengembara dan hos pengembaraan yang lain melalui konsep ini. Namun demikian, situasi sebegini adalah kompleks kerana identiti sebenar pengembara dipaparkan hanya melalui self-representation dalam talian sahaja. Kebarangkalian berhadapan dengan risiko penipuan dan penyamaran adalah tinggi. Oleh yang demikian, kajian ini menyelidik isu kepercayaan yang mempunyai hubungan rapat dengan risiko penipuan (dalam konteks komuniti virtual). Kajian ini memberi fokus terperinci tentang bagaimana maklumat self presentation di Couchsurfing membina kepercayaan, mengurangkan persepsi risiko dan bentuk strategi yang boleh digunakan bagi menangani dan menambahbaik laman virtual komuniti seperti ini. Dengan menggunakan kaedah kajian kualitatif temuramah mendalam secara dalam talian ke atas sepuluh orang responden (N=10), pemilihan sampel adalah secara rawak dan perlu merupakan ahli komuniti Couchsurfing yang aktif. Hasil kajian menggariskan mekanisme pengukuran keselamatan iaitu references. Pembolehubah ini merupakan elemen kepercayaan yang paling utama dalam membentuk pembinaan kepercayaan di laman jaringan sosial.

 

Kata kunci: Couchsurfing, laman jaringan sosial (SNS), media sosial, komuniti virtual, pelancongan, pembuatan keputusan.


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