服务众包平台信任如何修复?——基于猪八戒网的案例研究

How to Repair Trust in A Service Crowdsourcing Platform——Case Study on ZBJ

与实物电子商务不同,众包服务的主观和非标准化的突出特点很容易使交易过程产生信任风险问题而中断,从而导致用户失去对平台的信任。此时,众包平台需要进行信任修复以挽留用户。文章采用单案例研究方法,以我国最大的众包平台猪八戒网为对象,试图揭示众包平台如何进行信任修复的过程及机制。研究结果表明,在系统支持和制度保障的基础上,信任可以从认知和情感等方面进行修复,具体可分为触发启动、识别归因、干预重构、修复反馈四个阶段,并提出了干预重构、修复反馈等新概念。

Different from physical e-commerce,crowdsourcing services are characterized by subjectivity and non-standardization.In the process of service crowdsourcing transactions,the trust relationship between employers and platform is important but weak.Once multiple risks of crowdsourcing occur,employers will suffer great losses and reduce their trust in the trading platform,and thus lead to negative effects such as lower reputation of the platform and reduced order turnover rate.Therefore,the trust relationship between the employer and the platform in the process of crowdsourcing service transaction is easy to be destroyed and needs to be repaired in time,so how to repair the trust between the employer and the platform becomes particularly important.The research adopts an in-depth case study at ZBJ,the largest crowdsourcing platform in China,collects first-hand data and second-hand data through multiple channel sources,integrates the structural perspective and attribution perspective,and analyzes the trust and repair process of the crowdsourcing platform and the action mechanism of each stage,thus to build a trust repair process model.The research results show that when the trust is destroyed,the trust relationship between employer and platform can be repaired from cognitive and emotional aspects based on systematic support and institutional guarantee,which can be divided into four stages:trigger initiation,identification attribution,intervention reconstruction,and repair feedback:(1)The trigger initiation stage,including two dimensions of system support and system guarantee.Crowdsourcing platforms use information systems to support transactions between employers and service providers,including initiating reports and accepting rights protection.When there are disputes between employers and service providers,the platform protects the rights and interests of both parties through relevant rules,systems and service protection.(2)The identification attribution stage,including two dimensions of information identification and reasoning attribution.When the service provider’s trust-breaking behavior occurs,the platform collects relevant information and provides evidence,and investigates the background of the project to identify useful information.At the same time,the information related to the trust-breaking behavior of the service provider restores the facts,makes logical reasoning and judges the reasons.(3)The intervention reconstruction stage,including two dimensions of cognitive intervention and cognitive reconstruction.When a dispute occurs between the employer and the service provider,intervene through communication,coordination,dispute handling and other means,so as to reduce the cognitive distance between the employer and the service provider.By actively controlling the development of change,employers regain a new understanding.(4)The repair feedback stage,including two dimensions of emotional repair and evaluation feedback.The platform recovers employers’trust in the platform through sincere apology,comfort and compensation,so that both employers and service providers have a consistent sense of belonging,so as to protect the common interests of both sides.Meanwhile,the platform conducts correct understanding and evaluation of trust-breaking events,and provides internal and external feedback of the repair results.In addition,the evaluation and feedback has improved and revised the rules and service guarantee measures of the platform to a certain extent.