A Study On Impact Of Trust On Behavior Intention In Sharing Economy

With the continuous development of economic society in our country,people's demand for life is constantly increasing.As incomes increase to meet the demand,reducing costs has become another urgent concern for people.With the progress of science and technology,there is an economic model based on use instead of ownership--the sharing economy.While the sharing economy promotes the flow of idle resources,it also meets the individual needs of the people.In recent years,more and more sharing economic models have come into people's lives,such as Airbnb,Uber abroad,and domestic short-term xiaozhu rental and Didichuxing.Trust is the core and foundation of sharing,so the establishment of a trust system between strangers is the key to the healthy development of sharing economy.Therefore,trust is not only the focus of researchers in academia but also researchers of all industrials,especially the influence of trust research on consumer participation is even more important.Based on the domestic short-term rental—xiaozhu rental and the existing research on the trust effects in the field of e-commerce,we cite the Valence framework theory and Innovation diffusion theory to explore our research,we also choose the consumer's past Internet experience as moderator and behavior intention as dependent variable.We build an acceptance model.According to the 204 questionnaire data,our analysis results show that consumers' trust on sharing economy significantly affect perceived relative advantage?perceived compatibility?perceived image and behavior intention;the results of moderating analysis show that moderator affects behavior intention on two critical paths.It is of great significance on both academia and business practices.