Trust's Influencing Factors Research On Consumersof Mobile Second-hand Trading Platform

As a brand new economic form,the sharing economy has transformed the original business model in various industries.In particular,the rapid development of sharing travel and sharing lease,the two representative industries of sharing economy,booms the sharing of the right of use.Numerous researches towards those two major sharing economy industries have showed up,but there is relatively little research on the sharing of surplus ownership transfers of used idle transactions.Many scholars have confirmed that trust is the core factor of the development of sharing economy.Only when consumers have a sense of trust in the sharing economic platform can more people participate in the sharing economy,and effect of the sharing economy can be better displayed.This study chooses the mobile second-hand idle trading platform as a sharing economic example,and summarizes the relevant literature on e-commerce consumers' trust.From angles of consumer,seller and website platform,there are eight factors assumed to affect consumers' trust in the mobile second-hand trading platform,including trust tendency,online shopping experience,seller's reputation,information quality,seller's communication,website reputation,website system quality and website transaction management system.Regarding consumers' trust in the mobile second-hand trading platform as the dependent variable,the paper constructs a theoretical model,and proposes research hypotheses,by taking Xian Yu APP as an example and collecting data through a questionnaire of app users.The data illustrates that consumers' shopping experiences,seller's reputation,seller's information quality,seller's communication,website reputation,website system quality,and website transaction management system all have a significant positive correlation on consumers' trust in mobile second-hand trading platforms.Only consumers' personal inclinations are not related to consumers' trust in mobile second-hand trading platforms.Through in-depth interviews to explore the reasons behind the conclusion of the establishment,the study finds that consumers' user experience and pleasure leads to trust in the platform.Moreover,the concept of sharing economy generates trust while trust also appears after consumers discuss with sellers.Finally,practical advice has been listed like,to optimize andpromote the website platform,to improve the system quality of the website and also transaction management system,to perfect the seller's information quality as well as customer service.