分享经济企业信任保障模式创新与决策研究——基于ANP模型的多案例比较分析  

Research on Innovation and Decision Making of Trust Guarantee Model for Sharing Economy Enterprises——Comparative Analysis of Multiple Cases Based on ANP Model

作　　者：敦帅 毛军权[1] Dun Shuai;Mao Junquan

机构地区：[1]上海行政学院,上海200233

出　　处：《上海行政学院学报》2024年第3期80-100,共21页The Journal of Shanghai Administration Institute

基　　金：上海市哲学社会科学规划课题(2023EGL012);国家社会科学基金重大项目“新形势下进一步完善国家科技治理体系研究”(21ZDA018)的阶段性成果。

摘　　要：信任保障是驱动分享经济高质量发展的关键要素,对分享经济信任保障模式决策机制的深入研究具有重要的理论意义和实践价值。在将分享经济信任保障模式划分为企业主导型信任保障、第三方主导型信任保障、政府主导型信任保障和技术驱动型信任保障四种类型基础上,通过构建分享经济企业信任保障模式决策的ANP模型,并选取滴滴出行、小猪民宿和猪八戒网三个分享经济典型企业进行了算例应用,验证了模型的合理性与可行性。研究结果表明:(1)随着分享经济的持续快速发展,科学合理、符合实际、契合度高的分享经济信任保障对分享经济的持续健康发展十分重要。(2)分享经济企业信任保障模式选择受到行业发展、行业环境、平台因素、供方因素、需方因素等多方因素的影响。(3)政府主导型信任保障模式最适合发展速度快、与传统行业冲突大、恶性舆论事件频发的分享经济企业;第三方主导型信任保障模式最适合供需双方同时面临较大风险的分享经济企业;企业主导型信任保障模式最适合发展水平、技术水平和服务水平较高的分享经济企业;技术驱动型信任保障模式是重塑数字化背景下分享经济信任体系的重要方式,也是未来分享经济信任保障的最重要模式。就整体层面而言,政府对分享经济新业态加强包容审慎监管;就不同行业而言,政府要针对不同情况采取有针对性的治理措施;就未来发展而言,政府要进一步提升数字化和智能化治理水平。Trust guarantee is a key element driving the high-quality development of the sharing economy,and in-depth research on the decision-making mechanism of trust guarantee models in the sharing economy has important theoretical significance and practical value.On the basis of dividing the trust guarantee model of the sharing economy into four types:enterprise led trust guarantee,third-party led trust guarantee,government led trust guarantee,and technology driven trust guarantee,an ANP model for the decision-making of the trust guarantee model of the sharing economy enterprise is constructed,and three typical sharing economy enterprises,Didi,Xiaozhu,and Zhu Bajie,are selected for example application,verified the rationality and feasibility of the model.The research results indicate that:(1)With the sustained and rapid development of the sharing economy,a scientifically reasonable,practical,and highly compatible trust guarantee for the sharing economy is crucial for its sustainable and healthy development.(2)The choice of trust protection mode for sharing economy enterprises is influenced by various factors such as industry development,industry environment,platform factors,supplier factors,and demand factors.(3)The government led trust guarantee model is most suitable for sharing economy enterprises with fast development speed,significant conflicts with traditional industries,and frequent malignant public opinion events;The third-party led trust guarantee model is most suitable for sharing economy enterprises that both supply and demand sides face significant risks at the same time;The enterprise led trust guarantee model is most suitable for sharing economy enterprises with high development level,technological level,and service level;The technology driven trust guarantee model is an important way to reshape the trust system of the sharing economy in the context of digitalization,and it is also the most important model for future trust guarantee of the sharing economy.On an overall level,the government strengthens inclu

关 键 词：分享经济 信任保障 网络层次分析(ANP) 模式创新 模式决策 

分 类 号：F272[经济管理—企业管理]