分享经济中的制度保障、平台信任与人际信任研究:服务提供方视角

Institution, Trust to Platform and Trust to Peers in Sharing Economy:Provider’s Perspective

从服务提供方视角将分享经济中的信任分为对分享平台信任、对平台上服务使用方的信任两种类型。以在线短租行业为例,采用PLS-SEM方法对感知制度保障因素对两种信任的影响作用进行了实证检验。研究结果表明:感知人身安全制度、感知财产安全制度、感知在线点评制度对平台信任具有显著的正向影响;感知保险保障制度和平台信任直接对人际信任产生影响,平台信任在感知人身安全制度和感知在线点评制度和人际信任之间存在中介作用。本文对推动分享经济平台完善信任机制设计具有一定的理论意义和应用价值。

This research divides provider’s trust into two types in the context of sharing economy:trust to the platform and trust to service consumers.This paper empirically examines the effects of different institution mechanisms on trust to platform and trust to service consumers.The empirical results show that:perceived personal safety mechanism,perceived property safety mechanism and perceived review mechanism are positively related to trust on platform.Perceived insurance mechanism and trust to platform exert positive effect to trust on consumers,while perceived personal safety and review mechanism exert positive effect to trust on consumers by the mediation of trust to platform.This study has theoretical and practical significance to push the research and development of trust mechanism in sharing economy.