分享经济中不同信任的交互作用及对用户分享意愿的影响
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摘要
从分享经济服务使用者及信任对象的视角,将信任分为对分享平台信任、对平台上服务提供方的信任和对所分享产品的信任三种类型。以在线短租行业为例,采用PLS-SEM方法对三种不同类型信任的交互作用及对消费者参与分享经济意愿的影响进行了实证研究。研究结果表明,对平台的信任、对平台上服务提供方的信任、对所分享产品的信任均会对用户参与分享经济的意愿产生正向显著影响;分享经济中信任存在传递关系,对平台的信任可以传递到对分享平台上服务提供方及所分享产品或服务的信任上,对平台上服务提供方的信任也可以传递到对所分享产品或服务的信任上。最后给出分享平台构建信任机制的建议。
From the perspectives of users and trust objects of sharing economy services, trust is divided into three types: trust in sharing platform, trust in service providers on the platform and trust in the shared products.Taking the online short-term rental sector as an example, an empirical study is conducted by using the PLSSEM method on the interaction of three different types of trust and the impact on consumers' willingness to participate in the sharing economy. The results show that trust in the platform, in the service providers on the platform, and in the shared products has a significant positive impact on the willingness of users to participate in the sharing economy; that trust in the sharing economy has a pass-through relationship, and trust in the platform can be transferred to trust in the service provider on the sharing platform and the shared product or service, and trust in the service provider on the platform can also be transferred to trust in the shared product or service.Finally, some suggestions on how to build trust mechanism are given.
From the perspectives of users and trust objects of sharing economy services, trust is divided into three types: trust in sharing platform, trust in service providers on the platform and trust in the shared products.Taking the online short-term rental sector as an example, an empirical study is conducted by using the PLSSEM method on the interaction of three different types of trust and the impact on consumers' willingness to participate in the sharing economy. The results show that trust in the platform, in the service providers on the platform, and in the shared products has a significant positive impact on the willingness of users to participate in the sharing economy; that trust in the sharing economy has a pass-through relationship, and trust in the platform can be transferred to trust in the service provider on the sharing platform and the shared product or service, and trust in the service provider on the platform can also be transferred to trust in the shared product or service.Finally, some suggestions on how to build trust mechanism are given.
引文
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[9]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.
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[12]Edbring E.G,Lehner M,Mont O.Exploring Consumer Attitudes to Alternative Models of Consumption:Motivations and Barriers[J].Journal of Cleaner Production,2016(123):5-15.
[13]Ter Huurne M,Ronteltap A,Corten R,et al.Antecedents of Trust in The Sharing Economy:A Systematic Review[J].Journal of Consumer Behaviour,2017(3):1-14.
[14]Hawlitschek F,Teubner T,Gimpel H.Understanding the Sharing Economy-Drivers and Impediments For Participation in Peer-To-Peer Rental[A].Proceedings of The 49th Hawaii International Conference On System Sciences[C].Koloa,HI,USA:IEEE,2016:4782-4791.
[15]Mohlmann M.Collaborative Consumption:Determinants of Satisfaction and the Likelihood of Using a Sharing Economy Option Again[J].Journal of Consumer Behaviour,2015,14(3):193-207.
[16]Kim J,Yoon Y,Zo H.Why People Participate in the Sharing Economy:A Social Exchange Perspective[A].Proceedings of the 19th Pacific Asia Conference on Information Systems[C].Association For Information Systems,Marina Bay,Singapore,2015:1-9.
[17]Kamal P,Chen J.Q.Trust in Sharing Economy[A].Proceedings of the 20th Pacific Asia Conference on Information Systems[C].Association For Information Systems,Chiayi,Taiwan,2016:1-13.
[2]Hawlitschek F,Teubner T,Weinhardt C.Trust in the Sharing Economy[J].Swiss Journal of Business Research and Practice,2016,70(1):26-44.
[3]Mittendorf C,Ostermann U.Private Vs.Business Customers in the Sharing Economy:The Implications of Trust,Perceived Risk,and Social Motives on Airbnb[A].Proceedings of the 50th Hawaii International Conference on System Sciences[C].Waikoloa Village,Hawaii,USA:AISeL,2017:5827-5836.
[4]Yang S.B,Lee K,Lee H,Et Al.Trust Breakthrough in The Sharing Economy:An Empirical Study of Airbnb[C].Proceedings of the 20th Pacific Asia Conference on Information Systems,2016:131-139.
[5]Hawlitschek F,Teubner T,Adam M T P,et al.Trust in the Sharing Economy:An Experimental Framework[A].Proceedings of the 37th International Conference on Information Systems[C].Dublin:Association for Information Systems,2016:1-15.
[6]Pavlou P.A,Gefen D.Building Effective Online Marketplaces with Institution-Based Trust[J].Information Systems Research,2004,15(1):37-59.
[7]Mohlmann M.Digital Trust and Peer-To-Peer Collaborative Consumption Platforms:A Mediation Analysis[R].Working Paper,Leonard N.Stern School Of Business,New York University,New York,NY.DOI:10.2139/Ssrn.2813367,2016:1-38.
[8]Mittendorf C.The Implications of Trust in the Sharing Economy:An Empirical Analysis of Uber[A].Proceedings of the 50th Hawaii International Conference on System Sciences[C].Waikoloa Village,Hawaii,USA:Aisel,2017:5837-5846.
[9]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.
[10]Edelman B,Luca M,Svirsky D.Racial Discrimination in the Sharing Economy:Evidence From a Field Experiment[J].American Economic Journal:Applied Economics,2017,9(2):1-22.
[11]Wu J,Ma P,Xie K.L.In Sharing Economy We Trust:The Effects of Host Attributes on Short-Term Rental Purchases[J].International Journal of Contemporary Hospitality Management,2017,29(11):2962-2976.
[12]Edbring E.G,Lehner M,Mont O.Exploring Consumer Attitudes to Alternative Models of Consumption:Motivations and Barriers[J].Journal of Cleaner Production,2016(123):5-15.
[13]Ter Huurne M,Ronteltap A,Corten R,et al.Antecedents of Trust in The Sharing Economy:A Systematic Review[J].Journal of Consumer Behaviour,2017(3):1-14.
[14]Hawlitschek F,Teubner T,Gimpel H.Understanding the Sharing Economy-Drivers and Impediments For Participation in Peer-To-Peer Rental[A].Proceedings of The 49th Hawaii International Conference On System Sciences[C].Koloa,HI,USA:IEEE,2016:4782-4791.
[15]Mohlmann M.Collaborative Consumption:Determinants of Satisfaction and the Likelihood of Using a Sharing Economy Option Again[J].Journal of Consumer Behaviour,2015,14(3):193-207.
[16]Kim J,Yoon Y,Zo H.Why People Participate in the Sharing Economy:A Social Exchange Perspective[A].Proceedings of the 19th Pacific Asia Conference on Information Systems[C].Association For Information Systems,Marina Bay,Singapore,2015:1-9.
[17]Kamal P,Chen J.Q.Trust in Sharing Economy[A].Proceedings of the 20th Pacific Asia Conference on Information Systems[C].Association For Information Systems,Chiayi,Taiwan,2016:1-13.