消费者对共享经济平台的技术信任:前因与调节

Consumers’ Technology Trust in Sharing Economy Platform: The Causing and Moderating Effect

信息技术为共享经济价值共创提供了支撑,消费者对共享平台的技术信任是共享经济发展的重要因素。现有研究对技术信任在促进消费者行为中的作用得出了不一致的结论,本文基于社会物质性理论和信任传递理论,将消费者对共享平台的技术信任分为功能型技术信任和治理型技术信任,结合现有研究强调的陌生人之间的人际信任,探讨两类技术信任对消费者价值共创行为的影响。以打车APP应用为研究对象的实证研究结果表明,消费者对共享平台的功能型技术信任通过提供方信任的中介作用影响其价值共创行为,治理型技术信任则正向调节提供方能力信任与消费者反馈行为意向之间的关系,负向调节提供方情感信任与消费者持续使用意向之间的关系。本文的结论拓展了技术信任影响价值共创行为的研究,细化了技术信任、人际信任与消费者价值共创行为之间的作用机制,可为共享平台企业的信任构建实践提供参考和借鉴。

Information technology has provided support for the value co-creation in the sharing economy. Consumers, technology trust in sharing platform is an important factor for the development of sharing economy. Existing literatures which investigated the role of technology in promoting consumer behavior have got in consistent conclusions. Based on the sociomateriality theory, this study divides consumers' technology trust into function-based and governance-based technology trust, and then explores the influence paths of two types of technology trust on value co-creation behaviors, with the consideration of interpersonal trust between strangers which has been emphasized in existing researches. The empirical evidences from people who use the taxi-hailing app show that consumers' function-based technology trust facilitates value co-creation behaviors through the mediating role of in terpersonal trust in provider, and governance-based technology trust positively moderates the relationship between competence-based trust and feedback behavior intention, negatively moderates the relationship between affect-based trust and continue use intention. The results extend the researches which explore the influence of technology trust on value co-creation behaviors, elaborate the relationships among technology trust, interpersonal trust and human behaviors, which provide theoretical guidance for the trust building practices of sharing platform enterprises.