The Empirical On The Influence Factors Of The Platform Type Sharing Of Automobile Consumer Trust

In recent years,with the development and maturity of information technology,especially mobile Internet,"Internet +" has revolutionized all walks of life.The emergence and development of Uber pushed the wave of sharing economy to the world.In the context of the Internet +,sharing economy has evolved into a new economic model that has a significant impact on the global economy.While sharing economy affects all the aspects of people's life,people are also increasingly paying attention to it as well as the importance and influence of trust,which is the core and foundation of sharing economy.In academia,scholars have made researches on the sharing space from the perspective of trust.However,in the field of sharing transportation,most scholars mainly have studied the business models of sharing cars while currently there is less empirical research on it from the perspective of trust.Therefore,this paper hopes to study the consumer behaviors of platform-based sharing cars from the perspective of trust,and explore the key factors that influence the formation of users' trust through the combination of theory and evidence.This paper adopts the method of inductive analysis to sort out the concept,type and research status of sharing cars and analyzes the impacts of the individual factors of consumers and individual characteristics of the subject of trust on consumers' trust,and then the impacts on the consumers' willingness to use.Based on the model of factors influencing the consumers of platform-based sharing cars,this paper designs a questionnaire.A total of 279 questionnaires were distributed,of which 269 were valid.Before the empirical analysis,this paper adopts SPSS 24.0 to make the reliability analysis and validity analysis of the questionnaire data to verify the validity of the data,and then uses AMOS24.0 to do structural equation model validation and test the concept model hypothesis proposed in this paper.The final model has a high degree of fitting.The results show that: first,the convenience and security of the sharing carsplatforms perceived by the users together with the integrity and service quality of the subject of trust have direct significant impact on users' trust while the perceived usefulness has no direct effect on users' trust,so the original hypothesis H2 is invalid;second,the goodwill trust of users in sharing cars platforms has a direct and significant impact on consumers' willingness to use,while consumers' trust in the ability and integrity of sharing car platforms is not directly related to consumers' willingness to use.Thus,the original hypotheses H10 and H11 are invalid.The results show that first,the large impact on consumers' trust in the platform comes from the service quality of the subject of trust,which refers to an external manifestation that consumers can intuitively feel.Therefore,to improve user satisfaction,the platforms review the qualifications of the drivers when they are certified and the evaluation systems must reflect the drivers' service quality objectively and truly;second,the users of sharing cars platform are more concerned with whether their core interests are protected.Whether the platform is user-centric will directly affect their willingness to use the platform.Therefore,the operators of the platforms must pay more attention to users' feelings and interests in actual operations and should not focus on self-interest.The innovation significance of this research are as follows.The empirical research on the influence factors of the consumer trust in the sharing cars platform has expanded the existing research results to a certain extent.The research has also made up the lack of research in the field of the trust in platform-based sharing cars in a dynamic perspective.Besides,the influence of individual factors on users' trust tendency is deeply considered.What's more,based on the differences in the mechanisms of trust establishment,the influencing factors of trust in the platform-based sharing cars are summarized from the perspectives of platforms characteristics and the characteristics of the subject of trust,which make research ideas clearer and more comprehensive.In addition,this paper provides a possible direction for future research.