[1]石岿然,姬严松,赵银龙.共享平台信任形成机制研究[J].金融教育研究,2020,(05):45-54.
　SHI Kuiran,JI Yansong,ZHAO Yinlong.Research on Trust Formation Mechanism in Sharing Economy Platform[J].,2020,(05):45-54.
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共享平台信任形成机制研究()
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《金融教育研究》[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2020年05期
页码:
45-54
栏目:
管理决策
出版日期:
2020-10-20

文章信息/Info

Title:
Research on Trust Formation Mechanism in Sharing Economy Platform
文章编号:
2095-0098(2020)05-0045-10
作者:
石岿然;  姬严松;  赵银龙
南京审计大学 金融学院,江苏 南京 211815
Author(s):
SHI Kuiran;  JI Yansong;  ZHAO Yinlong
School of Finance,Nanjing Audit University,Nanjing,JiangSu 211815,China
关键词:
共享经济;  信任形成机制;  偏最小二乘法的结构方程模型
Keywords:
Sharing Economy;  Trust Formation Mechanism;  PLS-SEM
分类号:
F49
文献标志码:
A
摘要:
在道德风险的影响下,信任的形成具有反复、持续和动态变化的特点。依据消费者是否使用过共享平台,将信任分为初始信任和持续信任两个阶段,并通过建立基于偏最小二乘法的结构方程模型(PLS-SEM),对信任机制进行实证研究。研究发现:在初始信任中,平台有用性、平台企业管理能力和平台企业社会声誉均是影响消费者信任形成的关键因素,对信任有着积极影响; 且更强的管理能力有助于提高平台企业的社会声誉。在持续信任中,除了平台有用性、平台企业管理能力和平台企业社会声誉外,平台服务质量也是影响消费者信任形成的关键因素; 联系沟通对基于能力的信任有积极影响; 而特殊待遇对信任有负影响。
Abstract:
Under the influence of moral hazard,the formation of trust is repeated,continuous and dynamically changing.This paper divides consumers' trust into two stages:initial trust and continuous trust by judging whether or not the sharing platform is used.And the paper makes an empirical research on trust formation by PLS-SEM method.The result indicates that,in initial trust,platform usefulness,management ability and social reputation are the key factors affecting the formation of consumers' trust,and they have a positive impact on trust; stronger management ability helps to improve the social reputation of platform enterprises.In continuous trust,besides those three factors above,service quality is also a key factor; communication has a positive impact on ability-based trust; while special treatment has a negative impact.

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备注/Memo

备注/Memo:
收稿日期:2019-11-07
基金项目:国家社会科学基金重点项目(18AGL001); 江苏省研究培养创新工程(KYCX19_1509)
作者简介:石岿然(1971-),男,湖南湘潭人,博士,教授,研究方向为信用管理、供应链金融。
更新日期/Last Update: 2020-10-20