共享经济中信任对约车出行意愿的影响机制——基于案例研究的定量分析

Impact Mechanism of Trust on the Willingness of Calling a Taxi in the Sharing Economy:Quantitative Analysis Based on a Case Study

随着互联网2.0时代的到来,共享经济得以在各行各业蓬勃发展。对比单纯的线上信任,共享经济中的信任更加复杂化和情境化,如何促使供需双方间形成信任以及如何发挥信任在共享经济中的作用,成为该领域的一大难题。本文以共享出行模式为例,首先基于扎根理论方法,初步探索共享经济中信任对用户约车出行意愿的影响机制,其次用定量分析方法对共享出行平台用户进行问卷调查并对数据进行分析、验证假设。研究结果表明:(1)共享出行情境下,用户信任可分为信任平台和信任司机,这两种信任相互影响共同作用;(2)用户感知到出行平台制度的有效性和用户在平台的互动历史,对用户信任平台有积极影响;(3)用户对平台的信任与用户对司机的信任显著正向相关;(4)用户在平台上约车出行的意愿只受到用户信任平台的影响;值得注意的是,在传统信任研究中作为前因变量的信任倾向,在共享出行情境下并未对信任平台或信任司机产生显著影响,对平台熟悉度也并未对用户信任产生影响。本研究有助于补充共享经济领域的现有理论空白,可帮助共享出行从业者从信任视角理解用户心理,对飞速发展的共享经济领域有一定的指导意义。

Thanks to Web 2. 0 , the sharing economy is booming in many industries. Different from online trust, the sharing economy model not only has online trades but also demands more interactions with strangers in the offline environment. We suppose that trust will be more com-plicated in sharing economy. Therefore, how to develop and utilize trust appropriately between traders is a challenging problem. Our research focuses on the sharing car fields to study the trust formation mechanism. Based on grounded theory, we interviewed 30 users of sharing car platforms to build the preliminary model, then we did a questionnaire survey and collected 210 effective samples. The research results show that：（10 users＇ trust can be divided into trust in platformand trust in drivers,（2） users＇ perceived effectiveness of institutional structure and instruction history have a positive effect on trust in platform,（3）trust in platform has a positive effect on trust in drivers, and （4） users＇ intention is only affected by trust in platform. In sharing economy, trust propensity does not have a significant effect on trust in platform or drivers. Our research can help to fill the theoretical gap of sharing economy and trust, and can help participants in sharing economy to understand users？ psychology so that the industry in question will gain further development.