An Empirical Study Of Consumer Trust In The Sharing Economy

In the 21^st century,with the developing of internet technology,a new business model of sharing economy has been developed rapidly.Different platforms of sharing economy is emerging around the world.However,according to the openness and invisibility of the internet,there also exists a critical information asymmetry in sharing economy.Therefore,the key to platforms'coexistence and development is to establish an appropriate and efficient trust with consumers.In addition,because there are some differences on the trust of customers between sharing economy and traditional economy pattern,how to find the influencing factors of establishing the customer trust has become a research focus on researchers and corporation.This paper is based on the three-mechanism model of trust construction proposed by Zucker.Taking Airbnb as a case study,this paper empirically investigates whether the reputation of the platform affects the establishment of customers'trust,and ultimately finds out the influencing factors of consumer trust.the results of analysis indicate that the reputation,privacy protection,security insurance,communication platform,customer service,laws and regulations and contract and system have positive influence on the trust of customers.This paper can be divided into three parts.The introduction part introduces the background,significance of this paper and the related research that previous researchers have done.The second part starts the empirical research.By analyzing the statistics of questionnaire data,the result of analysis can be obtained.The third part is conclusion and suggestions according the result of data analyzing.