The Empirical Study On Trust-building Mechanism Of Second-hand Trading Platform In Sharing Economy

In 1978,the concept of collaborative consumption was put forward.In 2010,Botsman published the book What's Mine Is Yours:The Rise of Collaborative Consumption,after which the sharing economy had been known all over the wor-ld.With the development of information technology,lots of new market practice modes of sharing economy have sprung up,and people's sharing fields have penetrated into many aspects of social life.Mainstream academic view divides the sharing economy into three categories:"product-services systems","market redistribution" and "collaborative living".The market redistribution is commonly referred to as online second-hand trading market.At present,the Chinese society has a large number of idle goods,the basic support provided by e-commerce and mobile Internet,and the opportunity of national policies and social concept transformation,based on which the second-hand trading market in the sharing economy develops rapidly.However,there are many risks and uncertainties when strangers rely on the Internet to share idle resources.Trust has become one of the key factors restricting the development of online second-hand trading platforms in China.Therefore,it is necessary to study the trust mechanism of second-hand trading platforms in the sharing economy.Based on literature review of sharing economy,traditional trust theory and the E-commerce trust mechanism,this paper further puts forward the research model of the second-hand trading consumer trust in the sharing economy.Besides,this paper concludes that the influential factors of trust model are divided into five categories:second-hand buyers,trading platform,second-hand goods,second-hand sellers and social environment,concrete including personal trust tendency,E-commerce familiarity,value preference,platform scale,patform reputation,interaction design,structural assurances,second-hand goods information quality,value perception,sellers reputation,interactivity perception,social environment,and the risk perception as a moderator factor.Based on the relationship among risk perception,consumer trust and its influential factors,24 resear-ch hypotheses are proposed in this paper.In this paper,we use the questionnaire method to collect data,and use the structural equation model(SEM)and some other mathematical methods to verify the hypothesis.The results are as follows:(1)Apart from E-commer familiarity of buyers and platform scale,other factors all have a significant positive impact on the consumer trust of second-hand transactions in the sharing economy,including the newly introduced personal value preference and the overall social environment.(2)Risk perception has a moderating effect on the relationship between some factors and consumer trust.In the case of weak perceived risk,buyers' personal trust tendency,value preference and interactivity perception have a greater influence on consumer trust.In the case of strong perceived risk,platform reputation,structural assurances,information quality and sellers'reputation have a greater impact on consumer trust.Based on these research results,this paper puts forward some opinions and suggestions to the construction of second-hand trading platform and the development of sharing economy.In this paper,we conduct an empirical study on the trust mechanism and influential factors of the second-hand trading platform,which is a segment of the burgeoning sharing economy.Futhermore,we innovatively introduces personal values preferences and the social environment into the research model,whiclh were finally verified.The research result of this paper is helpful to enhance the trust degree of China's sharing economy and second-hand trading market and promote the healthy development of sharing economy.This study has a fixed academic and practical significance.