Research On The Influence Of Consumer Trust On The Willingness To Use Shared Travel Based On S-O-R Model

In recent years,the "Sharing Economy" has become an "internet celebrity" in all aspects of society.From time to space,from food and clothing to travel,the sharing mode perform brilliant with the "Lucky Chance" of Internet in all areas of social production and life.The crazy pursuit of capital,the enthusiastic participation of the public,means the new time of “everything can be shared” seem to be coming.In many shared mode application areas,the Shared Travel has always been the leader and role model in terms of financing scale and development speed.The shared car companies which represented by the “DiDi” subverts the hegemon role of traditional taxis,and relying on its advantages of convenience and cheap,it has won the favor of consumers in a short period of time and has gradually become a new choice for people's daily travel.However,the prosperity of shared travel and brutal expansion has also caused many problems.Problems such as unsound industry norms,inadequate institutional guarantees,and unimplemented government and enterprise supervision have directly or indirectly led to a series of travel security incidents,which have severely hampered people's trust and enthusiasm for sharing travel services,bringing great challenge for the entire industry in the future development,and causing crisis of trust.Consumer behavior research has shown that trust is the basis of behavior.In the consumption scenes of the Sharing Economy,the relationship between the participating entities is “strangers” in most situations,and the establishment of mutual trust is particularly important.So,it's vital for the shared service platform or enterprise to explore the key factors affecting the consumer's trust and the role of trust in the willingness to use in sharing services,which can also help to develop a reasonable and effective operational strategy and marketing policy in theoretical guiding and practical reference.This paper selects the representative industry of “shared travel” in the Sharing Economy as the research category,and selects the consumers who use or know the shared car services(such us "DiDi")as the research object.It will conduct an empirical research on the influencing factors of consumer trust(including platform-side trust and service-side trust)and the path of intentional use.First of all,the paper is based on the stimulus-response theory model(S-O-R),with reference to the research on consumer trust and willingness to use in the sharing economy in the past five years,and comprehensively considering the characteristics of the shared travel industry,that have established a research model on “the influence of consumer trust on the willingness to use shared travel”,and based on this,11 research hypotheses of this paper have been proposed.Secondly,based on the research model and research hypothesis,the initial questionnaire of this paper is designed,and the initial questionnaire is appropriately revised by pre-study method to form the final formal questionnaire to collect data.Finally,the necessary screening of 402 questionnaires was carried out to obtain 384 valid questionnaires,and SPSS 23.0 and AMOS 21.0 software were used to verify the reliability,validity and structural equations of the valid sample data,with then verify the establishment of the research hypothesis and draw the final conclusion.Data analysis results show:(1)Social influence,platform quality,government supervision and institutional guarantee factors significantly affect consumers' trust in the platform.Among them,the platform quality factor has the most significant effect;the trust tendency factor affects consumers' influence on platform-side trust.(2)Trust propensity and consumers' trust in the platform significantly affect consumers' trust in the service provider,and the degree of effect of the two is basically the same,but the institutional guarantee and interaction history factors almost no affect consumers' trust in the service provider.(3)Consumers' willingness to use is mainly influenced by consumers' trust in the platform,and consumers' trust in the service provider has no significant influence to the consumers' willingness to use.Based on the above analysis results,the article has made some adjustments to the relevant path of the research model.And considering the research hypothesis verification situation,combined with the actual operation of the shared travel platform,It is suggested that the platform should actively lead or participate in the construction of the shared travel industry's trust system from improving the platform operation quality and response efficiency,strengthening the system complete and security guaranteed to safeguard the legitimate rights and interests of all parties.Therefore,the shared travel industry can develop healthy,orderly and stably.