The Trust Foundation Of Trading

Housing is one of the key livelihood issues that both the masses and the government concern.In recent years,with the tightening of land policies,the new housing market has become more stable.The transaction volume and trading volume of some first-tier cities have already occupied half of the real estate market.The stocks have begun to replace the first-hand house and become the mainstay of the real estate market.Real estate agency have gradually taken over the batons of real estate developers.With the stock economic trend pushing,the real estate agency industry obtains the opportunity of rapid expansion and great development.But at the same time,the series of problems caused by the illegal operation of some real estate agency are completely exposed to the public.News reports about real estate agency pushing up house prices,unreasonable charges,and regulatory violations of funds have become increasingly frequent,and the social trust of the real estate agency industry has continued to decline.In order to explore the relationship between the level of social trust and the development of real estate agency industry,we conduct research on the relationship between trust and willingness to trade,with the background of takes the current situation of second-hand housing transactions in Chongqing and the research object of consumers who buy and sell second-hand housing.On the basis of literature review and in-depth interviews,we compiled a scale of consumer trust,distrust and willingness to trade and conducted a questionnaire to collect data by means of online and offline.The result of data analysis shows that each dimension of trustworthiness--competence and benevolence shows the global perception of the real estate agency.Compared with the competence,the influence of benevolence is more significant.Each dimensions of global perception--trust and distrust significantly affect the willingness to trade.Compared with distrust,the influence of trust is more significant.And,the global perception plays a mediating role in the relationship between trustworthiness judgment and trading willingness.Combined with the empirical research and related research results,we can make the following conclusions: first,an existing transaction experience and real estate agency work experience significantly affect consumers' trustworthiness judgment,overall perception and willingness to trade in real estate agency;second,empirical facts easily observed,for example “Whether the real estate agency is professional or not?”,is an important criterion for judging whether a real estate agency is trustworthy;third,consumers are more likely to make near-time self-disclosure rather than a long-term relationship commitment;forth,the different dimensions of the trustworthiness judgment have an asymmetric influence on trust and distrust,and the benevolence is the main factor;fifth,the different dimensions of the overall perceived variable have an asymmetric influence on the willingness to trade,and improving trust is more conducive to consumer's trading decision than reducing distrust.It also can explains the irrational phenomenon that the real estate agency industry achieves scale expansion under the condition of extremely distrustful public opinion.Therefore,in order to achieve sustainable development,the real estate agency industry should pay attention to improving the level of consumer trust,that is,while improving the business level,it pays more attention to strengthening the professional ethics of practitioners and improving the professional quality of practitioners.