A Study On The Influencing Factors And The Mechanism Of Consumers' Trust In The Third Party Platform Of Network Car In The Sharing Economy

In the context of sharing the economy,with the concepts that sharing resources to create value and mutual aid,energy saving and emission reduction and other values gradually popular,more and more consumers start to participate in the sharing economy.In the field of network car,Di Di as the representative of the platform has gradually been recognized by the user,has become a new way of daily travel.However,due to the development of emerging industries is not standardized,a variety of sharp problems also follow.A lot of "network car" unsafe reports,deepened people's concern for the trust of the platform,the development of network bus is facing a more serious challenge.For the sharing economy,its rapid development is based on the innovation of e-commerce and new technologies,which brings about the adoption and use of new technologies related issues.In the process of industrialization,due to the lack of relevant laws and regulations and policy support and supervision,the development of sharing economy is facing the crisis of trust and regulatory difficulties and many other issues.How to use the insurance means effectively,to enhance the user trust in the network car platform,ensuring the trading volume and the user's sustained and stable growth,Di Di and other third party platforms even the entire industry needs to face the problem.In this paper,Di Di as the object of study,for the third party network car platform for the trust of the factors and the mechanism of the exploratory study.Based on the sociology of institutional trust theory and information technology in the field of unified information technology adoption and use theory,with reference to the domestic and foreign research on shared economy and trust and sustainable use in recent years,combined with the new research scene of traffic travel,Theoretical research model and put forward the corresponding hypothesis proposition.The key assumptions in the theoretical model are verified by field surveys and structural equation model analysis.First of all,drawing on the paradigm and experience of previous research on the field of trust and technology adoption,we design the measure of the variables and carry out the pre-research on the small range,and gradually improve the final questionnaire.Through the online questionnaire on the way the user to carry out large-scale research,a total of 411 data collected,of which 307 effective data.In the research process,the reliability and validity of the measurement model are analyzed by using Smart PLS2.0 software,and the structural model is analyzed.The empirical study shows that: 1)the platform's security mechanism(payment security,price mechanism and evaluation feedback mechanism),and the social system impact factors(platform reputation and government regulation)can significantly enhance the consumer's trust in third-party travel platform The reputation of the platform has the most significant impact;2)the payment security and driver certification mechanism can significantly reduce the consumer perceived transaction risk,thus affecting its continued use intention;3)the consumer's trust in the platform and the trust between the existence of the driver The forward transfer relationship,that is,when the consumer establishes a trust relationship with the third party platform,it is more likely to trust the driver who provides the service on the platform;4)The consumer's trust in the platform can significantly reduce the perceived risk of the consumer,thus affecting its continued use intent.