共享情境下服务提供商信任对重复使用的影响研究——技术信任的调节作用  

The Impact of Trust in Service Providers on Continuous Usage Intention in Sharing Economy——The Moderating Effect of Technology Trust

作　　者：杨文君 潘勇 陈家伍[2] YANG Wen-jun;PAN Yong;CHEN Jia-wu(School of E-commerce and Logistics Management, Henan University of Economics and Law, Zhengzhou 450046, China;Department of Economics, The CPC Henan Provincial Committee, Zhengzhou 450002, China)

机构地区：[1]河南财经政法大学电子商务与物流管理学院,河南郑州450046 [2]中共河南省委党校经济学部,河南郑州450002

出　　处：《预测》2020年第6期54-61,共8页Forecasting

基　　金：河南省哲学社会科学规划资助项目(2018CJJ068);河南省特色骨干学科“现代服务业学科群”项目。

摘　　要：在当前制度信任较低的共享情境下,如何促进用户的重复使用意向成为共享经济领域亟待解决的重要理论和实践课题。本文将服务提供商信任和共享平台技术信任两种风险减轻机制引入用户重复使用研究,来考察共享平台技术信任的调节效应。通过对1000份Airbnb用户问卷调研数据的实证分析发现:对服务提供商的认知信任和情感信任均对重复使用意向具有显著正向影响;感知风险在服务提供商信任(认知信任和情感信任)与重复使用意向关系间起部分中介作用;共享平台技术信任不但调节了服务提供商信任(认知信任和情感信任)与感知风险之间负向关系,而且调节了感知风险的中介作用。以上研究结论不仅有助于深化共享经济信任研究,也能为共享平台设计提供实践指导。In the current sharing situation of low institutional trust,how to promote users’intention to reuse has become an important theoretical and practical issue to be solved in the field of sharing economy.Based on hybrid governance theory,this study introduces two risk mitigation mechanisms——service provider trust and technology trust into the research of continuous usage.Based on the empirical analysis of 1000 Airbnb consumers questionnaires,this paper finds that:trust in service providers(cognitive trust and affect-based trust)has a significant positive impact on continuous usage intention;perceived risk plays a mediating effect in the relationship between trust in service providers(cognitive trust and affect-based trust)and continuous usage intention;technology trust moderates the relationship between trust in service providers(cognitive trust and affect-based trust)and perceived risk,and the mediating effect of perceived risk.The above conclusions are not only helpful to deepen the research of trust in sharing economy,but also provide practical guidance for the design of sharing platform.

关 键 词：共享经济 服务提供商信任 技术信任 感知风险 重复使用意向 

分 类 号：F713.365[经济管理—产业经济]