| The development of the Internet and other emerging technologies and platform enterprises has given birth to the sharing economy development model,which has developed into a large-scale commercial economy in recent years,involving all walks of life.The rapid development of the sharing economy has accumulated a large number of experienced users,and the continuous use behavior of existing users plays an important role in its sustainable development.However,with the rapid development of the sharing economy,problems and challenges such as information privacy disclosure and personal safety are brought.This also affects the willingness of users to continue to use,which in turn affects the healthy development of the industry.Therefore,this paper studies the continuous use behavior of existing users in the sharing economy and explores the influencing factors of user behavior.Existing research shows that institutional trust plays an important role in promoting users’ continuous use.This paper takes sharing economy users as the empirical research object and explores the influence of trust in the platform and trust in the community of providers on continuous use intention based on the theory of institutional trust.At the same time,this paper reveals the information privacy concerns and safety concerns as two risk perceptions are one of the most important situational factor system of trust play a role.This paper attempts to answer the following questions:(1)what are the institutional trusts that affect the willingness of sharing economy users to continue to use?(2)Whether information privacy concerns and security concerns have different effects on the trust mechanisms?This paper collected data through questionnaire survey.With the assistance of a professional data research company--Wenjuanxing,409 valid questionnaires were collected from the existing users of the four major domestic sharing accommodation platforms(including Airbnb,Tujia,Xiaozhu and Meituan).Structural equation modeling(SEM)PLS was used for data analysis and model validation.The results show that both trust in the platform and trust in the community of providers can promote continuous use intention,and trust in the platform has a stronger impact on users’ continuous use intention than trust in the community of providers.In addition,information privacy concerns and security concerns have different impacts on the relationship between trust and willingness to continue using.Information privacy concern refers to the concern about users’ information being used improperly,which is mainly related to the opportunistic behavior of the platform,while security concern refers to the concern about personal and property safety being harmed,which is mainly related to the opportunistic behavior of the service provider.The results show that information privacy concern negatively moderates the relationship between trust in the platform and continuous use intention,but has no significant effect on the relationship between trust in the community of provider and continuous use intention.Security concerns enhance the positive effect of trust in the platform on continuous use intention,but weaken the positive effect of trust in the community of providers on continuous use intention.The interaction between institutional trust and risk-related perception jointly affects users’ willingness to continue using.The above results also show that in the context of the sharing economy,information privacy concern and security concern are two different concepts,and there are differences between them and the trust interaction mechanism of the above two systems.In this paper,institutional trust affecting users’ continuous use behavior is deeply studied,and two institutional trusts,trust in the platform and trust in the community of providers,are considered comprehensively to supplement the existing research on institutional trust.Secondly,this paper introduces two risk perceptions of information privacy concern and security concern as moderating variables of trust operation mechanism,which adds a new context in which institutional trust plays a role in the context of sharing economy and expands the research on trust boundary conditions.Finally,this paper provides practical guidance for sharing economy platforms and service providers,which has important practical significance for promoting users’ continuous use behavior in sharing economy.The above results also show that in the context of the sharing economy,information privacy concern and security concern are two different concepts,and there are differences between them and the trust interaction mechanism of the above two systems. |
