Research On The Formation Mechanism Of Consumer Trust Under The Sharing Economy

In recent years,with the steady and continuous development of e-commerce in China,the sharing economy has been booming,and how to make it more stable in our country has become a topic of concern to the society.The biggest challenge of the sharing economy's development in China is “Trust”,the wariness of people towards strangers is undoubtedly hinder the key of sharing economy's development,while it become more difficult for the online rental industry with the traditional sense of“home”,“Trust” is representative in this industry,and need to be solved hardly.The key to solve this problem is to know the formation process of trust,only if the trust established and consumer to produce more active and positive cognition to the potential customers into actual customers real value can be improved.Therefore,the construction of consumer trust has important practical significance to the development of the sharing economy.By analyzing related literature,this study found that the consumer trust under current research of sharing economy mainly focused on the cognitive level,little expansion in the field of behavior,and the lack of attention to the interpersonal trust and social environmental impact,it has little guiding significance to practice.Therefore,this study based on the network trust theory of Mayer and McKnight,combining the view of Lewis and Weigert in theory of traditional trust,which divide trust into two parts,the cognition-based trust and affect-based trust,using the grounded theory of qualitative research methods,to explore the formation of consumer trust,and reveal the formation mechanism.This study divide consumer trust into cognition-based trust?affect-based trust and trust behavior,the results show that the factors affect the formation of consumer trust with consumers' personal factors,platform factors,third-party security factors,the product characteristic factors,the landlord characteristic factors?social environment factors and interpersonal factors.The consumers' personal factors influence both cognition-based trust and affect-based trust,interpersonal factors influence only affect-based trust,platform factors,landlord characteristic factors and product characteristic factors influence the affect-based trust,at the same time,the landlord characteristic factors plays regulating action between consumers' personal factors and cognition-based trust,social environment factors and third-party security factors have a regulatory role between the cognition-based trust,affect-based trust and trust behavior.This mechanism model based the analysis on online rental industry of consumer trust formation provides theoretical reference to improve the level of consumers trust in online short rental industry.At the same time,in order to improve the participation of sharing economy,make more potential consumers to become real consumer.This study gives suggestion from three aspects: platform,landlords and industry regulators,in order to promote steady and healthy development of the sharing in our country.