Idée / dominante :

L’utilisation croissante des réseaux sociaux de tout ordre est basée sur une confiance de leurs utilisateurs. Cette confiance (fortement liée au type de site utilisé), permet aux utilisateurs de dégager un bénéfice personnel de leur expérience sociale en ligne, et l’intérêt de celui-ci est à mettre en équation avec le capital social propre à chaque contact sur la toile.

Résumé :

Les réseaux sociaux – définis comme un jeu d’acteurs et d’interactions formant des relations parmi ces acteurs – fournissent une plateforme dynamique et multimodale permettant la discussion, l’échange de documents multimédias, ou bien l’organisation d’évènements entre ses membres présentant des intérêts communs, comme une école, une amitié, un travail, ou bien une passion. L’inscription sur ces sites est très souvent gratuite, et un accès y est garanti après inscription par le moyen d’un formulaire dont la complétion de l’ensemble des champs est souvent optionnelle. Ces relations virtuelles reposent très souvent sur des relations préexistantes réelles, mais certains sites sont, à l’inverse, spécialisés sur le partage de centres d’intérêts entre inconnus.

Les moteurs poussant les internautes à s’inscrire sur les réseaux sociaux sont divers (recherche d’informations pour favoriser les prises de décisions, besoin d’appartenance, besoins, de pouvoir/prestige, de divertissement), mais l’auteur insiste sur leur valeur utilitariste (bénéfices tangibles/objectifs, en lien avec les aspirations à court/long terme de l’individu) et sur leur valeur hédonique (aspects plus expérientiels dans lesquels les émotions comme l’amusement et le plaisir ont un rôle crucial) des réseaux sociaux. La prépondérance de ces deux valeurs dépend selon le réseau social : la valeur utilitariste sera plus importante pour des sites comme eBay/Xing, nécessitant un support fonctionnel et un partage d’expérience, tandis que l’aspect hédonique est prépondérant dans l’utilisation de Facebook compte tenu de sa valeur sociale (création et maintien de contacts dans le monde entier). Les bénéfices structurels, relationnels et cognitifs des réseaux sociaux sont fonction du capital social de l’individu et du degré de confiance existant avec cet individu, bien que ces deux paramètres puissent être liés (on a plus confiance en une personne avec qui on a des liens forts) :

Outre les utilisateurs et les entreprises, le réseau social lui-même est objet de confiance, et celle-ci dépend de plusieurs paramètres propres à chaque type de réseau (première impression, sécurisation de l’identification…)

Notes d’intérêt pour la recherche en cours :

Définition des réseaux sociaux, moteurs d’affiliation à un réseau social et bénéfices tirés, sources de confiance en un site.
Ce qui n’a pas été abordé :
Quelles fonctionnalités d’un réseau social peuvent-elles permettre à celui-ci d’améliorer le capital social et la confiance en une personne et donc des bénéfices sociaux et cognitifs tirés de ces deux paramètres ? La confiance en un site est-elle indépendante de la confidentialité des informations personnelles qui y sont inscrites ? 

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