基于角色视角的分享经济信任机制研究

基于信任理论，从不同角色视角探究各信任要素对分享经济行为意图的影响。通过构建分享经济信任机制概念模型以及实证检验发现：从需求方视角来看，对个体（供给方）3个维度（能力、正直和善意）的信任、对平台善意的信任以及对产品能力的信任对需求意图产生积极地影响。从供给方视角来看，对个体（需求方）能力的信任和对平台3个维度（能力、正直和善意）的信任对供给意图有正向的影响。需求方更关注人与人之间的信任，而供给方则更看重对平台的信任。通过进一步比较还发现，需求方对平台和个体（供给方）的信任聚焦于善意信任，但供给方则是侧重于对平台和个体（需求方）能力的信任。

An Investigation on the trust mechansim in the Sharing Economy in the perspective of role

On the basis of trust theory, the paper explores the influence of elements of trust on the sharing economy behavior in the view of different roles. Based on the conceptual model of trust mechanism and the empirical research, the results show that in the perspective of demand-side, trust in peer (ability, benevolence and integrity), trust in platform’s benevolence and trust in product’ ability have positive effects on the intention to consume, while in the perspective of supply-side, trust in platform (ability, benevolence and integrity) and trust in peer’s ability have positive effects on the intention to supply. It can be seen demand-side concerns more on interpersonal trust, whereas supply-side pays more attention to platform-based trust. In addition, demand-side focuses more on trust in platfom and peer’s benevolence, whereas supply-demand stresses more on trust in platfom and peer’s ability.