共享经济平台信用机制对持续共享意愿的影响——消费者信任的中介作用
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摘要
依托网络平台发展起来的共享经济模式将原本熟人之间的分享扩大到陌生人之间。可以推断,在推动共享经济发展的过程中,信用对于赢得消费者信任、拓展群众参与基础、提高共享经济质量和效能等具有不可替代的要素优势。而从消费者感知视角出发,运用基于信任的消费者决策模型构建共享经济平台信用机制对持续共享意愿影响的理论框架,并利用SPSS23.0软件和AMOS24.0软件对假设模型进行实证检验发现,在线评论和第三方信用评分显著正向影响消费者信任及持续共享意愿,而在线评级和评分对消费者信任与持续共享意愿的正向影响不显著;平台信用机制三个维度对感知隐私风险的负向影响不显著,且感知隐私风险对持续共享意愿的抑制和影响较弱;消费者信任显著正向影响持续共享意愿,并且能够显著降低感知隐私风险;在线评论/第三方信用评分与持续共享意愿之间的关系被消费者信任部分中介。因此,为更加有效地引导消费者持续参与共享经济,政府主管部门应严格制定相关法律法规政策,引导、促进和规范共享平台运营管理机制;共享平台企业要进一步完善信用机制建设,重点优化在线评论与第三方信用评分机制,构建良好的隐私和安全风险防控机制,提高消费者信任水平。
The sharing economy model,which relies highly on online platforms,extends the sharing between acquaintances to sharing between strangers through the online platforms. Therefore,in the process of boosting the development of the sharing economy,reputation plays an irreplaceable role in wining consumer trust,enhancing participation intention of consumers,and improving the quality and efficiency of sharing economy. By referring to the trust-based consumer decision model,the authors propose a theoretical framework examining impacts of sharing economy platform's reputation mechanism on continuous sharing intention from the consumers' perspective. SPSS version 23.0 and AMOS version 24.0 are employed to test the hypotheses,and the test results revealed as follows:online review and third-party reputation mechanism are positively related to consumer trust and continuous sharing intention,while online rating is not positively related to consumer trust and continuous sharing intention;three dimensions of the platform reputation mechanism do not have significantly negative effect on perceived privacy risk,and nor is perceived privacy risk negatively related to continuous sharing intention;consumer trust has positive effect on continuous sharing intention and also negative effect on perceived privacy risk;and consumer trust partially mediates the relations between online review and continuous sharing intention and between third-party reputation mechanism and continuous sharing intention.To better effectively lead the consumers to continuously participate in sharing economy,related government authorities should strictly introduce related laws,regulations,and policies,guide,promote,and standardize the management mechanism of sharing platform;and the related enterprises should further improve the construction of credit mechanism,optimize online comment and the third party credit evaluation mechanism,establish the sound privacy and safety risk prevention mechanism,and improve the level of consumer trust.
The sharing economy model,which relies highly on online platforms,extends the sharing between acquaintances to sharing between strangers through the online platforms. Therefore,in the process of boosting the development of the sharing economy,reputation plays an irreplaceable role in wining consumer trust,enhancing participation intention of consumers,and improving the quality and efficiency of sharing economy. By referring to the trust-based consumer decision model,the authors propose a theoretical framework examining impacts of sharing economy platform's reputation mechanism on continuous sharing intention from the consumers' perspective. SPSS version 23.0 and AMOS version 24.0 are employed to test the hypotheses,and the test results revealed as follows:online review and third-party reputation mechanism are positively related to consumer trust and continuous sharing intention,while online rating is not positively related to consumer trust and continuous sharing intention;three dimensions of the platform reputation mechanism do not have significantly negative effect on perceived privacy risk,and nor is perceived privacy risk negatively related to continuous sharing intention;consumer trust has positive effect on continuous sharing intention and also negative effect on perceived privacy risk;and consumer trust partially mediates the relations between online review and continuous sharing intention and between third-party reputation mechanism and continuous sharing intention.To better effectively lead the consumers to continuously participate in sharing economy,related government authorities should strictly introduce related laws,regulations,and policies,guide,promote,and standardize the management mechanism of sharing platform;and the related enterprises should further improve the construction of credit mechanism,optimize online comment and the third party credit evaluation mechanism,establish the sound privacy and safety risk prevention mechanism,and improve the level of consumer trust.
引文
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(1)β2b的下标对应假设部分H2b的标号,其余依此类推。
[2]ERT E,FLEISCHER A,MAGEN N.Trust and reputation in the sharing economy:the role of personal photos in airbnb[J].Tourism management,2016,55:62-73.
[3]TEUBNER T,HAWLITSCHEK F,DANN D.Price determinants on airbnb:how reputation pays off in the sharing economy[J].Journal of self-governance&management economics,2017,5(4):53-80.
[4]杜丽群.信用体系建设视角下共享经济发展的瓶颈与突破路径[J].新视野,2018(1):38-42.
[5]张杰.我国共享经济发展中的信用困境与解决之策[J].经济纵横,2017(8):75-80.
[6]BUCHER E,FIESELER C,LUTZ C.What's mine is yours(for a nominal fee)--exploring the spectrum of utilitarian to altruistic motives for internet-mediated sharing[J].Computers in human behavior,2016,62:316-326.
[7]CATULLI M,LINDLEY J K,REED N B,et al.What is mine is not yours:further insight on what access-based consumption says about consumers[M]//BELK R,PRICE L,PE?ALOZA L.Consumer culture theory(research in consumer behavior,volume 15).Warrington,UK:Emerald Group Publishing Limited,2013:185-208.
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[9]HABIBI M R,KIM A,LAROCHE M.From sharing to exchange:an extended framework of dual modes of collaborative nonownership consumption[J].Journal of the association for consumer research,2016,1(2):277-294.
[10]ALBINSSON P A,PERERA B Y.Alternative marketplaces in the 21st century:building community through sharing events[J].Journal of consumer behaviour,2012,11(4):303-315.
[11]MILANOVA V,MAAS P.Sharing intangibles:uncovering individual motives for engagement in a sharing service setting[J].Journal of business research,2017,75(6):159-171.
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[13]HAMARI J,SJ?KLINT M,UKKONEN A.The sharing economy:why people participate in collaborative consumption[J].Journal of the association for information science and technology,2016,67(9):2 047-2 059.
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[24]ZHANG Y.P2P personal credit risk identification index selection research under sharing economy in China[C].Singapore:International conference on humanities and social science research,2016:159-164.
[25]ABRAHAO B,PARIGI P,GUPTA A,et al.Reputation offsets trust judgments based on social biases among airbnb users[J].Proceedings of the national academy of sciences of the United States of America,2017,114(37):9 848-9 853.
[26]BELK R.Sharing versus pseudo-sharing in web 2.0[J].Anthropologist,2014,18(1):7-23.
[27]GANDINI A,PAIS I,BERALDO D.Reputation and trust on online labour markets:the reputation economy of elance[J].Work organisation labour&globalisation,2016,10(1):27-43.
[28]LIANG L J,CHOI H C,JOPPE M.Understanding repurchase intention of airbnb consumers:perceived authenticity,electronic word-of-mouth,and price sensitivity[J].Journal of travel&tourism marketing,2018,35(1):73-89.
[29]PAVLOU P A,GEFEN D.Psychological contract violation in online marketplaces:antecedents,consequences,and moderating role[J].Information systems research,2005,16(4):372-399.
[30]GEFEN D,PAVLOU P A.The boundaries of trust and risk:the quadratic moderating role of institutional structures[J].Information systems research,2012,23(3):940-959.
[31]LU B,ZENG Q,FAN W.Examining macro-sources of institution-based trust in social commerce marketplaces:an empirical study[J].Electronic commerce research&applications,2016,20:116-131.
[32]BA S,PAVLOU P A.Evidence of the effect of trust building technology in electronic markets:price premiums and buyer behavior[J].MIS quarterly,2002,26(3):243-268.
[33]HA H Y.Factors influencing consumer perceptions of brand trust online[J].Journal of product&brand management,2004,13(5):329-342.
[34]UTZ S,KERKHOF P,JOOST V D B.Consumers rule:how consumer reviews influence perceived trustworthiness of online stores[J].Electronic commerce research&applications,2012,11(1):49-58.
[35]YANG J,SARATHY R,LEE J K.The effect of product review balance and volume on online shoppers'risk perception and purchase intention[J].Decision support systems,2016,89:66-76.
[36]TANCER B.Everyone's a critic:winning customers in a review-driven world[M].New York:Penguin,2016:101-103.
[37]MA Y J,HAUSMAN D A,LEE H H.Consumer responses toward online review manipulation[J].Journal of research in interactive marketing,2014,8(3):224-244.
[38]WU J,GAYTáN E A A.The role of online seller reviews and product price on buyers'willingness-to-pay:a risk perspective[J].European journal of information systems,2013,22(4):416-433.
[39]MALBON J.Taking fake online consumer reviews seriously[J].Journal of consumer policy,2013,36(2):139-157.
[40]WU J,WU Y,SUN J,et al.User reviews and uncertainty assessment:a two stage model of consumers'willingness-topay in online markets[J].Decision support systems,2013,55(1):175-185.
[41]CHANG W L,WANG J Y.Mine is yours?Using sentiment analysis to explore the degree of risk in the sharing economy[J].Electronic commerce research&applications,2018,28:141-158.
[42]STIFF C,VAN VUGT M.The power of reputations:the role of third party information in the admission of new group members[J].Group dynamics theory research&practice,2008,12(2):155-166.
[43]?ZPOLAT K,JANK W.Getting the most out of third party trust seals:an empirical analysis[J].Decision support systems,2015,73(5):47-56.
[44]WEST J L.A mixed method analysis of the better business bureau’s third-party seal and the extent to which it inculcates trust among consumers[J].Journal of research in interactive marketing,2015,9(3):49-56.
[45]?ZPOLAT K,GAO G G,JANK W,et al.Research notethe value of third-party assurance seals in online retailing:an empirical investigation[J].Information systems research,2013,24(4):1 100-1 111.
[46]LEE S M,CHOI J,LEE S-G.The impact of a third-party assurance seal in customer purchasing intention[J].Journal of internet commerce,2004,3(2):33-51.
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(1)β2b的下标对应假设部分H2b的标号,其余依此类推。