Research On The Influence Factors Of Trust Mechanism Of Travel Sharing Service

The development of sharing economy is a popular phenomenon in the current Internet economy.In the development of sharing economy,the establishment of trust mechanism is the important foundation for promoting the long-term development of sharing economy.In the current major types of sharing economy,the development of travel sharing services has a particularly important demand for the establishment of trust mechanism.Travel service sharing,due to long distances and relatively higher economic costs,always have certain safety problems.Therefore,constructing effective trust mechanism for the sharing of travel services is a prerequisite for this economic model,helping to achieve long-term and sustainable development.This paper studies the influencing factors of trust mechanism construction of travel sharing service,and takes affective trust,institutional trust,organizational trust and cognitive trust as the influencing factors of trust mechanism construction.Using the extended UTUTA model of the TAM model as the framework,the structural equation model is constructed.Through empirical analysis,the hypotheses are verified.The results show that institutional trust(0.319)and cognitive trust(0.304)have a positive effect on the acceptance intention of trust mechanism.Institutional trust(0.317),organizational trust(0.275),cognitive trust(0.312)and emotional trust(0.417)have a positive effect on the sharing behavior of users.The Acceptance Intention of users(0.311)has a positive effect on the sharing behavior.Institutional trust(0.124)positively affects organizational trust,and organizational trust(0.143)positively affects cognitive trust.Among all the hypotheses,organizational trust has no significant effect on users' acceptance intention,other hypotheses are proved to be valid.Through empirical research,this paper puts forward corresponding suggestions on the construction of trust mechanism of travel sharing platform.From the perspective of institutional trust,it is necessary to strengthen the construction of system,strengthen government supervision,improve the access mechanism and audit system,pay more attention to the audit of users and establish crisis emergency warning mechanism;From the perspective of organizational trust,the platform should take several supporting measures such as contracts,insurance and third-party assurance into account,and promote the verifying of relevant party.From the perspective of cognitive trust,the platform should improve service quality,optimize website browsing experience,establish effective after-sales service solutions,and enhance the brand value of the platform through a variety of means.From the perspective of emotional trust,we should pay attention to the promotion of user emotional experience,strengthen the personalized and social services of the platform,and attach importance to user interaction.It is hoped that the proposed recommendations can provide some useful reference to the construction of trust mechanism in travel sharing services.