共享经济下消费信任形成机制研究——以共享单车为例  

The Formation Mechanism of Consumer Trust under the Sharing Economy

作　　者：何琳[1] 李乐 李海莲 郭金林[4] HE Lin;LI Le;LI Hai-lian;GUO Jin-lin(Shandong Technology and Business University, Yantai 264005,China)

机构地区：[1]山东工商学院统计学院,山东烟台264005 [2]山东财经大学统计学院,济南250000 [3]运城市盐湖区人民医院财务处,山西运城044000 [4]烟台职业学院,山东烟台264670

出　　处：《山东工商学院学报》2019年第3期70-77,共8页Journal of Shandong Technology and Business University

基　　金：山东省软科学研究计划一般项目“基于统计过程控制的金融风险管理技术研究”(2018RKB01015);山东工商学院校级教改项目“统计学课堂教学生态系统建设研究”(11688201805);烟台职业学院横向课题项目“模具企业产品成本核算体系搭建与涉税方案设计”(HX2018012)

摘　　要：以共享单车为例,通过网络发放问卷的形式收集数据,利用SPSS18.0和AMOS17.0统计软件分析影响消费信任的因素,得出以下主要结论:消费信任各个变量得分由高到低依次是产品粘性、结构保障、个人特征、共享平台。共享经济下消费信任各研究变量及总分均没有显著的性别差异以及学历差异,而不同年龄的消费者在共享平台、结构保障上存在显著差异,在个人特征、产品粘性以及总分上不存在显著差异。Taking a cycle as an example. this paper collects data through the form of online questionnaire. And then, SPSS18.0 and AMOS17.0 statistical software are used to analyze the factors affecting consumer trust and build the formation mechanism of consumer trust in the sharing economy. Which is different in gender, age and educational background of consumer trust. Finally, the following main conclusions are drawn: the score of each variable of consumer trust is product stickiness, structural guarantee, personal characteristics and shared platform from high to low. Under the sharing economy, there is no significant difference in the variables and total scores of the research on consumption trust between male and female and educational background. However, consumers of different ages have significant differences in sharing platform and structural security, but no significant differences in personal characteristics, product stickiness and total score.

关 键 词：共享经济 信任机制 结构方程模型 

分 类 号：F713.55[经济管理—市场营销]