Research On The Influencing Factors Of Trust Mechanism Of Ride-sharing Platform From The Perspective Of Bilateral Market Players

The rapid development of sharing economy benefits from the development and wide application of modern information technology.During the 14 th Five-Year Plan period,high-quality development became the theme,and it was clearly proposed to "promote the healthy development of platform economy and sharing economy" as an important part of developing modern industrial system and promoting the optimization and upgrading of economic system.The concept of shared travel integrates overly scattered transportation resources,solves the imbalance between the supply and demand of travel demand and road resources,and effectively alleviates the dilemma of insufficient supply of public transport capacity caused by rapid urbanization.However,while sharing travel is facing both opportunities and challenges,increasingly emerging security risks,poor control and other issues make sharing participants have a crisis of trust on sharing platforms,and trust has gradually become the core of the booming sharing economy.Therefore,this paper studies the trust mechanism of network sharing travel platform and wins the trust of participants,which is an important embodiment of the new consumption concept and development concept that emphasizes people-oriented,advocating the best experience and making the best use of things under the development trend of information society,and is of great significance to promote the high-quality development of sharing economy.This thesis summarizes previous studies on the trust mechanism of the sharing economy.Taking the sharing travel industry as an example,based on TAM and SOR theoretical models,8 independent variables and 1 intermediary variable are introduced respectively from the perspective of bilateral market players,and research hypotheses and intermediary effect hypotheses are proposed.The theoretical model of trust mechanism between consumers and sharers on the shared travel platform was constructed,and the structural equation model was analyzed based on questionnaire data to test the research hypothesis.The results show that :(1)service quality,service matching,information evaluation feedback and application software have a significant positive impact on consumers’ trust in platform,and trust tendency and perceived risk have a significant impact on consumers’ willingness to continue to participate;(2)Service matching has a significant positive impact on the trust of the platform,and information evaluation feedback has a significant negative impact on the trust of the platform,and trust tendency and perceived risk have a significant impact on the willingness to continue participation;(3)Consumers’ trust in the platform and sharers’ trust in the platform have mediating effects on service quality,service matching,information evaluation feedback,application software and willingness to continue participation.Therefore,according to the research conclusions,this paper provides reference suggestions for improving the trust mechanism of sharing travel platforms by improving the quality and efficiency of sharing services through platform guidance,platform promotion,building consumer trust on the platform,platform response,and attracting more sharers to participate in the sharing economy.