Research On Trust Mechanism Of The Real Estate Network Platform

The Internet has penetrated into all fields of People's Daily work and life,and has significant impact on the national economy.Real estate as one of the important industry in China,is actively following the"Internet +" strategy and carrying on the transformation and upgrading.Nowadays,the real estate network platform has become the important direction of the development of the industry,which has brought the traditional pattern of economic transactions great breakthrough,but at the same time,due to the virtuality of the network and the opportunistic behavior of providers,the issue of online trust begins emerging.Trust is the foundation of all economic activities,which is also the cornerstone of the successful development of the real estate network platform.However,in the transition stage of the traditional economy to the network economic,the relevant legal system is not perfect yet,how to promote online trading trust and build a perfect trust guarantee system has become the focus concern of the state and the society.Through studying the trust forming mechanism of the real estate network platform,the influence factors of trust and the formation process was fundamentally explained,and the advice of the trust relationship governance was provided.First,by comparing the difference between the traditional real estate transaction trust and the trust of the real estate network platform,the influence factors of real estate trust network platform were analyzed.Second,the relationships between the influence factors of real estate trust network platform were analyzed.Then,on the basis of TPB model,combined with the mediating and moderating model,the trust mechanism of real estate network platform model was built and practical analyzed.Besides,the effectiveness of the third party governance was also proved.The research has shown that perceived risk is the important factors that affect consumer trust of the real estate network platform.The real estate network platform as a "third party" with the function of third party governance,by improving the control level,can reduce the perceived risks and help forming a market-driven trading will between the group of buyer and seller,therefore,promoting the trust of the real estate network platform.In addition,the practical study found that the disposition to trust and the trust beliefs in the platform vendors of buyers are significantly positive influence on the trust intention to use the real estate network platform.The perceived risk plays partial intermediary role between the trust beliefs in the platform vendors and the trust intention,and negatively affect the trust intention.Normal situation,third-party certification and third-party payment supervision mechanism have the significant effectiveness of reducing the perceived risk of the real estate network platform.Setting reasonable operation institution mechanism and standardizing the market system are important to improve the trust of real estate network platform.