共享经济模式下消费者隐私关注对协同消费意愿的影响——基于滴滴出行平台的实证研究

The Influence of Consumer Privacy Concern on Collaborative Consumption Willingness in Sharing Economy——An Empirical Study Based on Didi Chuxing Platform

共享经济模式下消费者的隐私关注和信任是影响消费者参与意愿的重要因素。以滴滴出行平台为研究对象,运用结构方程模型,针对调查问卷进行数理分析。研究发现:隐私关注的控制和收集维度对协同消费意愿具有显著负向影响;平台信任和参与者信任在隐私关注(控制、认知和收集维度)对协同消费意愿的影响中起中介作用,并且平台信任能够促进参与者信任。应制定隐私保护政策,提高用户信任度,提高平台规范度,强化平台的自我管理,增强用户的协同消费意愿。

In the sharing economy,consumers’privacy concerns and trust are important factors that influence their willingness to participate in.This paper conducts an empirical study on DiDi Chuxing platform and makes a mathematical analysis of 273 valid questionnaires by using the structural equation model.The results show that the control and collection dimensions of privacy concern have significant negative impact on collaborative consumption willingness.Platform trust and participant trust mediate the influence of privacy concerns(control,cognition and collection dimensions)on collaborative consumption willingness,and platform trust can promote participant trust.Privacy protection policies should be formulated to enhance the trust of users,the standardization of the platform,the self-management of the platform,and the willingness of users to collaborative consumption.