共享经济平台用户黏性受损及修复研究

Damage and Repair of Sharing Economy Users’Stickiness under the Background of Carpool Events

本文以滴滴顺风车连续发生刑事案件的新闻事件为背景,研究平台-用户互动模式对共享经济用户黏性的动态影响。通过实证研究发现,用户会因平台企业的信任违背事件而发生信任和黏性的受损,但信任受损和黏性受损的幅度受用户对事件归因方式的影响:将危机发生原因归结于企业自身内部问题会强化信任和黏性受损,而将危机发生原因归结于企业外部因素会缓解信任和黏性受损。在信任和黏性已经受损的情况下,企业采取的信任和黏性修复策略的效果与用户的归因方式有显著的交互影响:当用户更多地采取内部归因时,企业采用功能性信任修复策略效果较好;当用户更多地采取外部归因时,企业采用情感性信任修复策略效果较好。

With the criminal cases of Didi carpool as the background,this paper studies the dynamic impact of the mode,the platform-user interaction on user stickiness of sharing economy.Through empirical study,it is found that users’trust and stickiness will be damaged,the extent depending on the way of attribution.Internal attribution strengthens the damage,and external attribution lessens the damage.When trust and stickiness have been damaged,the effect of trust-and-stickiness repair strategy adopted by enterprises has a significant interactive impact on users’attribution.When users adopt more internal attributions,functional trust repair strategy has a better effect.When users adopt more external attributions,affective trust repair strategy is more effective.