分享经济中信任构建的双元路径:从服务提供方视角  

Dual Path of Trust Building in Sharing Economy:Provider’s Perspective

作　　者：李立威[1] 李丹丹[1] Li Liwei;Li Dandan(School of Management,Beijing Union University,Beijing 100101,China)

机构地区：[1]北京联合大学管理学院

出　　处：《技术经济》2019年第7期63-70,共8页Journal of Technology Economics

基　　金：2017年国家社会科学基金一般项目“分享经济中的信任机制研究”(17BGL265)

摘　　要：从服务提供方视角将分享经济中的信任分为对分享平台信任、对平台上服务使用方的信任两种类型。基于双加工理论和详尽可能性模型提出了服务提供方信任形成的双元路径模型,以在线短租行业为例,采用基于PLS的结构方程进行了实证检验。研究结果表明:人身安全制度、财产安全制度和点评制度等认知性因素通过中心路径对平台信任产生影响;声誉和双方的互动等情感性因素通过外围路径对人际信任产生影响;平台信任、服务提供方对使用方人际信任对用户提供分享服务意愿具有显著正向影响。This paper divides provider's trust into two types in the context of sharing economy:trust to the platform and trust to service consumers.Based on dual-process theory and elaboration likelihood model,it proposes the dual-path model of trust building and tests the model in the context of online short-term rental industry based on PLS-SEM method.The empirical results show that:cognitive factors including personal safety system,property safety system and online review system have significant positive effects on provider's trust to platform through central route;affective factors including reputation and interaction have significant positive effects on provider's trust to consumers through peripheral route;trust to platform and trust to consumers both have significant positive effects on use intention to sharing economy.

关 键 词：分享经济 信任 服务提供方视角 PLS-SEM ELM 

分 类 号：F713.55[经济管理—市场营销]