Research On The Influence Of Platform Security And Privacy Protection On User Trust In The Sharing Economy

In recent years,the sharing economy has become an important part of China's economy,and the development of the sharing economy is closely related to the sharing platform.Whether a Shared platform can gain users' trust is the key to attract users to participate,and the factors that affect users' trust are complex and varied.Among them,the platform's security and privacy protection measures for users are the basis for whether a Shared platform can gain users' trust.Compared with e-commerce,the sharing economy requires not only online transactions,but also offline face-to-face contact.The complexity and non-professionalism of the sharing economy highlight the importance of security and privacy protection.Secure privacy protection refers to the Shared platform's efforts to provide users with a secure trading environment and protect users' privacy from being disclosed.Sufficient security and privacy protection measures adopted by the sharing platform can make users feel a sense of security.Users are sure that their personal information will not be obtained by others or other organizations,which will reduce the perceived risks and increase the trust on the sharing platform.Based on the theory of rational behavior and the theory of planned behavior,this study explored the influence of platform security and privacy protection on user trust and the mediating role of risk perception in the sharing economy,and introduced the individual characteristic of trust tendency into the research model as a moderating variable between security and privacy protection and user trust.Through research literatures,this paper adopts the method of empirical study,choosing a relatively mature international scale designed the questionnaire,collected a total of 380 questionnaires data,rejecting incomplete data,get 321 valid questionnaire data,through SPSS 22.0 and Amos 22.0 data analysis software to analyze the questionnaire data,the following conclusions: the Shared economic platform security under the privacy protection of users trust has significant positive influence;Risk perception plays a part in mediating between platform security and privacy protection and user trust.Trust tendency plays a positive regulating role between platform security and privacy protection and user trust.