Empirical Study On The Factors Of Consumer Trust In Sharing Economy

In recent years,along with the wave of technological innovation,the global network technology has been subversive development,for a variety of business activities to provide a more powerful technical support.In this competitive environment of Internet innovation,the number and scope of sharing economy activities and business models are showing an explosive growth.However,the shared economy in our country is still in the early stages of development,consumer trust has become the main issue restricting its development.In this environment,consumers must first trust online shopping in order to have the desire to buy and action.Sharing the core and the foundation is the trust,so the establishment of a trust system between strangers is the key to sustained and healthy development of China's economy.Therefore,the study of consumer trust in the sharing economy environment will effectively promote the further development of China's shared economy.First of all,this article through the domestic and foreign scholars on the theory of consumer trust and sharing economy development model of the research results were sorted out and summarized,combined with China's current economic development of the actual situation,from the consumer factors(trust tendency,experience and cognition),sharing of product factors(perceived price,perceived product quality,sharing platform(platform)factors of reputation,platform usability,responsiveness,sharing platform)(supply side)personal factors(confidence)and structural factors(protection laws and regulations,the third party certification)angle of the five factors as a research variable.On this basis,the trust model of consumers in the sharing economy environment is established,and the relationship between model variables is put forward.Secondly,we study the mature scale of scholars,and combine the characteristics of this study,and make the appropriate changes,and finally determine the questionnaire of this study.The data were analyzed by SPSS 20.0 and Smart-PLS software,and the corresponding validity analysis and structural model test were carried out to verify the hypothesis in the model.The results show that the seven factors of consumer experience and cognition,perceived product price,platform reputation,platform responsiveness,shared trustworthiness,laws and regulations and third party certification significantly affect consumer trust.However,this study is different from the previous research,the consumer's personal trust,sharing platform ease of use,perception of shared product quality of these three factors on the impact of consumer trust is not obvious,and also gives a reasonable explanation.Finally,based on the results of empirical analysis and the status quo of sharing economic development,the author puts forward some reasonable management suggestions from the government,platform,enterprise and individual subject,To strengthen the supervision and guidance of the government,to guide the market to establish the internal self-discipline supervision mechanism,establish sharing trade credit system,establish a trust relationship between through a series of means to improve the human services and consumers.so as to contribute to the further healthy development of China's sharing economy.