A Study On The Influencing Factors Of Consumers' Trust In Third-Party Travel Platforms

In the era of sharing economy,more and more consumers are participating in the new kind of lifestyles that create value,mutual help and energy conservation through resource sharing.In terms of transportation,the third-party travel platform represented by the "DiDi" has gradually been recognized by users,and has gradually become a new way for people to travel daily.However,due to the irregularities in the development of emerging industries,various problems have come one after another.A large number of negative reports on this new kind of lifestyle have greatly deepened consumers' concerns about the credibility of the platform,and the development of third-party travel platforms faces more severe challenges.Due to the lack of relevant laws and regulations and the supervision of relevant policies,the sharing economy represented by the third-party travel platform faces serious problems of trust crisis in the process of industrialization.How to enhance users' trust in the new platform and expand the user audience has become a problem for third-party travel platforms and even the entire shared economy industry.This paper intends to use "DiDi" as the main research object,and conducts exploratory analysis on various factors that affect consumers' trust in third-party travel platforms.On the basis of the relevant researches on trust and sustainable use in the sharing economy in recent years,this paper combined with the institutional trust theory of sociology and the technology adoption and utilization integration theory in the field of information technology,in order to share the traffic behavior under the economy.Study the scenario,propose the corresponding assumptions,and build the model.The data was collected through field surveys and analyzed with structural equation modeling as the main tool to verify the key assumptions in the theoretical model.First of all,this paper is based on the predecessor literature,design variables metrics,and conduct pre-study.Combined with the pre-investigation results,refer to the relevant professional advice,modify and improve until the final questionnaire is obtained.Use the questionnaire star platform to conduct research on relevant users online.The reliability and validity of the data were analyzed by SPSS 21.0 software.The path analysis of the structural equations was carried out by AMOS 21.0 software to verify the hypothesis.The research results show that:(1)the security mechanismand social environment factors of the third-party platform can significantly enhance consumers' trust in the platform;(2)platform reputation,payment security and platform service provider authentication mechanism can reduce consumers' Perceive risk,thereby increasing trust tendency;(3)driver certification,payment security,perceived reputation positively affect driver trust,but driver trust has no significant impact on usage propensity.According to the structural model above,combined with the actual situation,the paper provide corresponding suggestions about improve consumers' trust for the DiDi,other platform-type enterprises and relevant government regulatory departments.