| With the improvement of shopping on e-commerce platforms,various online shopping festivals have set off a rush to stock up.But when consumers calm down,they will find that a lot of useless goods piled up in their homes.In the past,these useless goods were usually piled in a corner and thrown away as trash or given away.In recent years,with the influence of new consumption concepts such as sharing economy and recycling,more and more consumers want to trade second-hand goods and realize the importance of second-hand goods circulation.The popularity of mobile payment and the perfection of online transaction credit system have also created conditions for the establishment of online circulation channels for second-hand goods.On the second-hand goods trading platform,sellers publish their second-hand goods and get profits.Buyers can get the goods which they want with less money.Currently,the trading platform for second-hand goods is developing rapidly.The transaction scale of secondhand e-commerce reached 400.17 billion in 2021,and the number of users of second-hand e-commerce reached 223 million.The transaction of the second-hand trading platform has increased,but there are also various problems on the second-hand goods trading platform:the quality of second-hand goods cannot be guaranteed,there is no basis for the source and price of the goods,and after-sales service cannot be provided.Most sellers are individual users,and the market entry threshold is low.The uncertainty of goods and users lead to a large number of transaction problems on the second-hand trading platform,and it is faced with more and more complicated disputes.When trading second-hand goods on the platform,users are prone to create psychological barriers,which seriously affect users’ willingness to trade on the platform.Therefore,in order to build users’ trust on the platform,enhance users’ trading willingness and promote the recycling of second-hand goods,it is crucial to explore the governance mechanism on second-hand goods trading platform.This study applies a variety of research methods to reveal the platform governance mechanism,establishes the impact model of overall governance mechanism system of second-hand goods trading platform on trust,analyzes the impact of a unique kind of governance mechanism on second-hand goods trading platform,community-based platform governance mechanism,on user trust,and explores the impact of an online dispute resolution mechanism on user trust.Specific research contents and conclusions include the following three aspects:First,study on platform governance mechanisms and their impact on trust.This part of the study aims to study how to design its own specific governance mechanisms to enhance users’ trust.Taking case study as the research methodology,combined with the open material of Xianyu on the Internet and the subjective data collection of in-depth interviews with users and enterprise employees,this study explores which governance mechanisms are designed on the second-hand goods trading platform to enhance users’ trust and the trust formation model.This study also explores the transmission relationship among trust in platform,trust in sellers and trust in items.The results show that:Firstly,the platform governance system consists of regulatory measures,signaling strategies,social strategies,and safeguard measures.Users’ initial trust in the platform is mainly institutional-based trust,while their continuous trust in the platform is an understanding-based or calculation-based trust,which is constructed through the platform’s regulatory measures and safeguard measures.The sources of trust in sellers are diverse,including knowledge-based or calculation-based trust,group identity-based trust,norm-based trust and interpersonal relationship-based trust.These four dimensions of trust are constructed through social strategies.Trust in products is mainly understanding-based and calculation-based trust,constructed through signaling strategies.Secondly,before purchase,there is a "platform-seller-product" trust transmission relationship;after purchase,there is a reverse trust transmission relationship of "product-seller-platform",and it keeps iterating.From the perspective of long-term platform usage,the quality of goods and the guarantee system of the platform are the key factors for the generation of sustainable trust on the platform.Finally,the study found that the second-hand goods trading platform not only uses social means to enhance the trust of users,but also gives certain control to users to participate in the platform governance,so as to achieve user autonomy.From the perspective of trust,user autonomy can not only increase the institution-based trust in the platform,but also enhance knowledge-based or calculation-based trust through in-depth participation in governance activities.This study has obtained a preliminary conclusion about the platform governance mechnisms and their influence on buyer’s trust,but further quantitative research is needed on the influence of governance measures among different consumers.Secondly,this study further explores the impact of community-based platform governance mechanism on the second-hand goods trading platform.According to the relevant theories of platform governance and online trust,an impact model of the platform governance mechanism on the transaction intention of the platform is constructed,which takes buyers’trust in platform and trust in sellers as the intermediary variables.The impacts between different consumers is compared by single consumer and prosumers.From the perspective of relational governance,the platform governance mechanism is divided into three dimensions:relational norms,conflict resolution and mutual dependence.This paper explores the impact of three community-based platform governance mechanisms,namely interest groups,feedback mechanism and online dispute resolution,on trust in platform and trust in seller,and then on users’ transaction intentions.On the basis of 721 valid questionnaires,the structural equation model was used to analyze the study data,and the multi-group analysis method was used to compare the data results between single consumers and consumers.The results show:Firstly,the essence of community-based platform governance mechanisms is relational governance,which specifically includes three governance mechanisms:interest community,online dispute resolution,and feedback mechanism,according to the three dimensions of relational norms,conflict resolution,and interdependence.Three kinds of community-based platform governance mechanisms can enhance consumers’ trust and thus enhance transaction intention.Secondly,all three community-based platform governance mechanisms can improve the transaction intention through the consumers’ trust in sellers and platform,among which the influence of interest groups on the trust in sellers is much higher than that on trust in platform.The results reflect that all communitybased platform governance mechanisms can enhance buyers’ trust in sellers by building relationships between buyers and sellers,while also having a direct impact on trust in platform.Finally,the impact of online dispute resolution on prosumers’ trust in sellers and the platform is significantly higher than that of consumers with a single identity,which indicates that the identity of users on the second-hand goods trading platform will affect the effect of community-based platform governance.This study explores the community-based platform governance mechanism on the platform and finds the uniqueness of online dispute resolution,so what factors in the online dispute resolution mechanism will affect users’ trust and emotions is worth further research.Third,this study explores the governance mechanism for resolving conflicts on second-hand goods trading platform-the online dispute resolution mechanism and the attitude of users towards the mechanism.Taking the Xianyu platform as an example,text data of Xianyu Court on Weibo,Zhihu and Douban are collected by web crawler;Word frequency analysis is used to extract high-frequency words in the text;Visualization is performed in the form of word cloud map;The semantic network analysis was used to search for the correlation between the feature words;Latent topic in the text of user comments was identified by LDA(Latent Dirichlet Allocation);The user emotion was identified by SnowNLP.The key factors affecting the user satisfaction were explored.At the same time,it compares the two kinds of online dispute resolution mechanisms of customer service and crowdsourcing,explores the different attitudes of users towards them,and analyzes the relevant reasons.The results show that:First of all,the disputes between buyers and sellers during the return and refund process,and the types of disputes mainly includes commodity defects,cheaters,fake goods,etc.Buyers mainly pay attention to the quality of goods,fake goods,freight commitment and sellers’ attitude,while sellers mainly pay attention to buyers’ return behavior for no reason,as well as fraud on the platform that both buyers and sellers are concerned about.Secomdly,the governance mechanisms for resolving conflicts on the platform include customer service and crowdsourcing online dispute resolution mechanisms.The buyers and sellers show evidence through their chat screenshots,videos,photos,etc.,and then the members of crowdsourcing online dispute resolution mechanism vote.However,crowdsourcing online dispute resolution mechanism cannot solve all problems,and customer service is still needed to help solve disputes.Finally,as for crowdsourcing online dispute resolution mechanisms,users pay attention to the specific process mechanism and outcome fairness.Regarding the customer service dispute resolution mechanism,users hope to protect their rights through customer service,and mainly focus on customer service contact channels.From the emotion analysis,it is further found that the overall comments of users are polarized.Specifically,users have higher positive emotion towards crowdsourcing online dispute resolution mechanism,while higher negative emotion towards customer service dispute resolution mechanism.Users’positive feelings towards the crowdsourced online dispute resolution mechanism come from procedural justice,distributive justice an interactional justice.The negative feelings of users towards customer service online dispute resolution mechanism come from procedural justice and distributive justice.This study conducted an in-depth study on the governance mechanism on the second-hand goods trading platform and its impact on users,and the research conclusions made certain contributions to the research on platform governance and trust theory.In practice,this study can put forward scientific suggestions on the construction of second-hand goods trading platform,the improvement of governance mechanism,and the use of users,which can enhance the trust and satisfaction of users on the second-hand goods trading platform,attract more users to participate in the transaction of second-hand goods on the platform,and further promote the recycling of second-hand goods resources in the society.It is of great significance to promote sustainable economic development. |
PDF Full Text Request