共享住宿平台消费者信任的形成机制——基于扎根理论的案例探究

The Formation Mechanism of Consumer Trust in the Shared Accommodation Platform:A Case Study Based on Grounded Theory

消费者信任是影响共享住宿平台运营的关键因素。基于吉登斯的信任理论,运用扎根理论方法,对共享住宿平台数据进行编码和建模,研究共享住宿平台消费者信任的形成机制。共享住宿平台消费者信任的形成遵循“住前准备→实际体验→住后评价”这一基本路径。消费者对共享平台的信任主要包括系统信任与人际信任两类,且系统信任会促进人际信任的形成。

Consumer trust is a key factor affecting the operation of shared accommodation platforms.Based on Giddens’trust theory,we use grounded theory to encode and model the shared accommodation platform and study the formation mechanism of consumer trust in it.The research result shows that the formation process of customers trust in the shared accommodation platform follows the following path:Pre-move-in preparation→check-in experience→post-stay evaluation.Furthermore,the research result also presents that consumer trust in shared accommodation platforms mainly comprise system and interpersonal trusts.The system trust can promote the formation of the interpersonal trust.