共享经济下消费者信任和不信任的形成机制——基于结构方程模型和模糊集定性比较方法

Formation Mechanism of Consumer Trust and Distrust Under Sharing Economy:Based on SEM and fsQCA

以刺激-机体-反应模型和双因素理论为基础,通过情景调查收集数据,运用结构方程模型(SEM)分析不同信息对信任和不信任的影响差异,以及信任和不信任对消费者购买意愿的影响,并采用模糊集定性比较分析(fsQCA)方法探讨不同特征消费者关注的信息类型。结果表明:信任和不信任对消费者购买意愿具有显著影响;图片展示和文字描述主要增加消费者信任,而卖家声誉主要降低消费者不信任;同时不同类型消费者对各种信息的重视程度存在差异。

Based on stimulus-organism-response model and two-factor theory,using scenario survey,with the help of structural equation model(SEM),this paper analyzes the different effect of various information on trust and distrust,and the impact of trust and distrust on consumers'purchase intention.It also adopts fuzzy-set qualitative comparative analysis(fsQCA)to investigate the types of information that different consumers pay attention to.The results show that trust and distrust have a significant impact on consumers'purchase intention;picture presentation and text description mainly increase consumers'trust,while seller reputation mainly reduces consumers'distrust;simultaneously,different consumers concentrate on different kinds of information.