The Impact Of Platform Trust On Consumer Participation Willingness Of Collaborative Consumoption In Sharing Economy

With the developing of the internet,big data technology and the popularization of mobile terminal,sharing economy develops rapidly as a new economic pattern.The concept of the sharing shall gradually interiorize.The pattern of sharing has been gradually involved all aspects of our life and bring us great convenience.Sharing economy brings all the people a new pattern of consumption,which is collaborative consumption.Nowadays,the problem of the environment is very serious.So we should introspect the traditional consumption pattern.Collaborative consumption is a sustainable development consumption pattern,so it was called green consumption pattern.But at the same time it brings some acuity problems,for example,the homicide case of DIDI,which lead to off line the ridesharing;the bicycle sharing disorderly parking place disturbs the traffic order,and sharing products,such as bicycle sharing and shared umbrella,were destroyed and occupied in private.The serious of the problems make us anxious and suspicious of sharing economy.The trust issue became the important obstructive factor of sharing economy.The thesis collects data by the means of giving out questionnaires,and explores the mechanism of action of platform trust.The theoretical basis of the thesis is Theory of Reasoned Action,Technology Acceptance Model.Based on these mature theories,combining the research result of e-commerce analyze the relation of platform trust and the participation willingness of collaborative consumption.Based on the literature review,establish the thesis model of the platform trust impacting on participation willingness of collaborative consumption.Where the platform trust is independent variable,the participation willingness of collaborative consumption is dependent,perceived value is mediating variable,and the perceived risk is regulated variable.In the model the thesis divides the platform trust into cognize trust and emotion trust two dimensions,and divides the perceived value into function value?economy value and social value three dimensions and put forward the research hypothesis.Then use the SPSS19.0 to analyze the collection data from the questionnaire,to explore the relation among the dimensions of platform trust and perceived value and perceived risk and participation willingness of collaborative consumption.Then get the result of that the platform trust of consumer can positive impact participation willingness of collaborative consumption,perceived value has the mediating effect between them,and perceived risk negatively regulation the relation between platform trust of consumer and participation willingness of collaborative consumption,which means that perceived risk can weaken the relation between platform trust and participation willingness of collaborative consumption.At last,summarize the research conclusions and offer the corresponding suggestion.