共享经济下消费者信任形成机制的实证研究

基于传统的信任理论研究,考虑共享主体的个人特征,建立了共享经济下信任形成机制的基本框架。以房屋共享领域的小猪短租为实例,通过基于SPSS软件的相关分析和基于LISREL软件的路径分析,研究了共享主体的个人特征对信任形成机制的影响。得出如下结论:在线评分趋于同质性,不能有效决定共享信任;短租日记和预定历史显著相关,即房东参与积极性影响共享信任;被催促数与预定历史正相关,产品信息已不能满足消费者需求,共享主体个人特征才是影响信任形成的关键因素。

Empirical Research on Formation Mechanism of Consumer Trust in Sharing Economy

Based on the theoretical research,this paper establishes a framework for formation mechanism of trust in sharing economy in which individual characteristics of sharing subject are considered.Then it takes Xiaozhuduanzhu as the example to study empirically the impact of individual characteristics of sharing subject on the formation mechanism of trust by correlative analysis based on SPSS software and path analysis based on LISREL software.It is found as follows:when marks given by people are mostly the same,it cannot decide sharing trust effectively;the diary of short-term accommodation is closely related to booking history,which means landlord's positivity has a great influence on sharing trust;the time of being urged is positively correlated with booking history,and product information cannot meet consumers' needs,and the individual characteristics of sharing subject has become the key factor influencing trust formation.