分享经济中的信任转移与用户持续使用意愿——跨边网络效应的调节作用

The Relationship Between Trust Transfer and Intention of Continuous Use in Sharing Economy: The Moderating Role of Transboundary Network Effect

作为资源实现经济与社会价值最大化利用的一种手段,分享经济改变了人们对消费的态度,吸引了越来越多的人参与分享经济的发展。信任对人们参与分享经济起到非常关键的作用,但由于实践中存在着主体信任缺失的问题,极大降低了用户对于分享经济的参与意愿。通过对过往研究进行梳理,以信任转移理论、技术接受模型以及双边市场理论为依据,探讨分享经济领域中需方对平台、产品和供方间的信任的转移,研究分享经济中三种信任对持续使用意愿的影响,研究发现:平台信任正向影响持续使用意愿;产品信任、供方信任在平台信任和持续使用意愿之间起中介作用;产品信任在平台信任和供方信任之间起中介作用;跨边网络效应正向调节三种信任与持续使用意愿之间的关系。

As a means to prevent unsustainable resource consumption and improve resource allocation, sharing economy has changed people′s attitude towards consumption and attracted more and more people to participate in the development of sharing economy. Trust plays a very important role in people′s participation in the sharing economy, but the lack of trust among the subjects in practice has greatly reduced users′ willingness to participate in the sharing economy. According to the theory of trust transfer, technology acceptance model and the theory of bilateral market, this paper, based on review of previous studies, discusses the transfer of demander′s trust in platform, in product and in supplier, and explores the relationship between the three kinds of trust and intention of continuous use. Results are as follows: platform trust affects intention of continuous use;Product trust and supplier trust mediate the relationship between platform trust and intention of continuous use;Product trust plays an mediate role between platform trust and supplier trust;Transboundary network effect positively moderates the relationship between three types of trust and intention of continuous use.