The Research On Influencing Factors Of Consumer Trust In Sharing Economy

The rapid development of Internet makes the sharing of global public resources possible. Sharing economic business has gradually become the focus of national and social. However, the problem of interpersonal trust has become one of the key factors that restrict the rapid development of our sharing economy. Compared to traditional e-commerce commodity trading,the sharing of resources between individuals faces more serious problems.Therefore, it is necessary to further study about online trust in the field of sharing economy. In this view, the main contents and achievements of the paper are as follows:1. Combing the context of online trust research, the paper constructs the theoretical model of consumer trust influencing factors in the sharing economy by taking the short-rent housing online as an example. The paper summarizes the key influencing factors of online trust in the areas of e-commerce, virtual community and sharing economy, laying a solid theoretical foundation for the study. Finally, the paper selects trust propensity,structural assurances, calculation process, reputation, perceived interactivity,information quality, perceived similarity, social identity as the main factors which affect the consumer trust in the sharing economy and the consumer's familiarity with sharing economic consumption as moderator. Sixteen hypotheses were proposed for the relationship between familiarity, consumer trust and its influencing factors.2. Testing the theoretical model by empirical research. In the paper, we do a questionnaire survey to collect data, which divided into familiar situations and unfamiliar situations, to explore the key influencing factors of consumer trust in sharing economy and to compare the effect of trust influence factors in different stages of trust development. The research indicates: (1) In addition to the perceived similarity, other independent variables such as social identity, merchant-published information quality,merchant reputation, personal trust propensity, calculation process, structural assurance and perceived interactivity all have significant positive effects on consumer trust, in which social identity is the most important influencing factors. (2) Familiarity has a significant moderating effect on the relationship between personal trust propensity, structural assurance, calculation process,reputation, information quality, social identity and consumer trust in the sharing economy. In the unfamiliar situation, personal trust propensity,structure assurance, merchant reputation and information quality have greater influence on the consumer trust. In the familiar situation, calculation process and social identity have greater influence on the trust. (3) Consumer trust shows a phased development and upgrading. In the initial stage of trust,personal trust and cognitive trust are more influential. With the accumulation of consumption experience and the enhancement of interactive relationship,computational trust and dentification trust gradually come into play.3. On the basis of the above conclusions, the paper puts forward corresponding marketing and management suggestions in terms of sharing economic community construction, publicizing the concept of sharing economic value, constructing the consumer security system and maintaining the relationship between sellers and consumers.The innovation of this paper reflects in increasing the interpersonal interaction and social identity influencing factors based on the study of e-commerce trust, considering the interpersonal role in the transaction process and the impact of community environment and community groups on individual trust intention. In the construction of the theoretical model, the moderating effect of familiarity is introduced to test the different effect of the trust influence factors in the different trust development stages. At the present stage, there are few theoretical and empirical studies on the sharing economy both at home and abroad. The paper explores the empirical research on the trust of sharing economic consumption, an important issue which affects the sharing economy development.