共享经济下消费者信任的形成机理及影响机制

Research on the Antecedents and Consequence of Consumers’ Trust in the Context of Sharing Economy

在对336份调研问卷实证分析基础上,从在线信任理论、制度信任理论及社会渗透理论出发,对我国共享经济下消费者信任的前因和后果及其作用机制进行研究,认为制度机制有效性感知是能代表审核与认证机制有效性感知、隐私保证机制有效性感知和安全保障机制有效性感知的形成性二阶变量,对消费者信任有显著正向影响;与供方互动有效性感知对消费者信任的正向影响不显著,与其他消费者互动有效性感知对消费者信任的正向影响显著;消费者信任对持续共享意愿有显著正向影响,并对感知风险有显著负向影响;制度机制有效性和社会互动有效性对消费者信任的影响存在显著的性别差异,即性别对这两条路径具有调节效应。因此,共享经济平台企业应建立健全管理制度,构建安全、信赖、可靠的在线交易环境,提高消费者的信任和信心,以实现共享平台的可持续发展;共享平台应优化平台网站界面,充分利用社交媒体和社交网络,构建线上和线下平台共享社区,释放共享平台在基层民主治理创新方面的活力;政府主管部门应牢牢把握消费者安全至上的发展理念,加强与平台企业之间的数据共享,建立和完善共享平台与政府部门联动的应急处置机制和风险防范化解机制,形成多元主体协同治理新格局;基于消费数据,共享平台应对市场进行有效细分,制定有针对性的差异化运营策略和营销策略,最大化满足消费者个性需求。

With the help of 336 questionnaires,the authors examine the antecedents and consequences of consumers’ trust in the sharing economy(SE)context based on online trust building framework,institution-based trust,social penetration theory,and consumer behaviors theory. It is found that:perceived effectiveness of institutional mechanism had significant,positive effect on consumer trust;perceived effectiveness of interaction with service providers had less significant positive effect on consumer,whereas perceived effectiveness of interaction with other consumers was positively associated with consumer trust;significant gender difference existed in the paths from perceived effectiveness of institutional mechanism and perceived effectiveness of social interaction to consumer trust;consumer trust was positively associated with continued sharing intention and negatively associated with perceived risk,while the negative relationship between perceived risk and continued sharing intention was insignificant. So SE platform enterprises should perfect the management system,construct the safe and reliable online trading environment,improve consumers’ confidence and trust to realize the sustainable development of sharing platform;the sharing platform should optimize the interface of platform website,give full play to the role of social media and network,establish the online and offline platform sharing community,and release the vitality of the platform;related government department should strengthen data sharing with the platform enterprises,perfect the emergency response system and risk defusing mechanism;the sharing platform should carry out effective market segmentation,formulate the suitable strategy of differentiated operation and marketing,and try to meet consumers’ individual demand as possible as they can.