Resrarch On The Trust Construction Mechanism In The Sharing Economy

The rapid development and diversification trend of the sharing economy has gradually become the focus of attention of the country and society.In modern society,more and more people are swallowed by the concept of consumerism.People are always consuming new commodities,and old idle items begin to occupy our living space.The emergence of the sharing economy provides a new way to deal with idle goods.People can convert their idle goods into second-hand goods through the sharing economy platform.Not only can they obtain economic benefits,but also continue the value of the goods,reduce the waste of resources,and let Idle items realize the "idle fish" turn over.However,while the sharing economy brings opportunities,it also faces greater challenges.On the sharing economy platform,both parties to the transaction are strangers who do not know each other,and interpersonal trust is relatively weak,and lack of trust is an important factor hindering the development of the sharing economy.Therefore,exploring the process of trust construction between strangers in the sharing economy is an important driving force for the further development of the sharing economy.In view of this,this article adopts the research method of network ethnography,selects the case "Xianyu" in the secondary trading market in the sharing economy,and constructs the overall sharing economy trust through the interaction of the three perspectives of individual trust,institutional trust and interpersonal trust The framework is based on two forms of trust construction in the sharing economy,namely,from neutrality to trust and distrust to trust to construct a specific research path.In the sharing economy,the construction mechanism from neutral to trust refers to the construction of individual trust when the individual is in a neutral state of trust,that is,positive trust tendencies,individual hedonic tendencies,and group identification tendencies jointly construct the original trust tendencies of individuals.In terms of institutional trust,the brand reputation of the second-hand sharing economy trading platform and the positive feedback from users determine the reputation of the platform,which in turn affects which sharing economy platform individuals choose to enter for transactions;institutional guarantees increase the security of transactions and further increase participation The degree of trust in the platform.In terms of interpersonal trust,the similar geographical attributes,communication atmosphere and sincerity of both parties to the transaction and the mutual agreement on the quality and price of second-hand goods are the key factors for trust construction.However,the construction from neutral to trust has the possibility of failure,and the sharing economy trust construction enters the second form,that is,distrust to trust.Negative information feedback in the "idle fish" transaction,failed transaction experience,poor transaction communication,and other transaction problems can lead to the failure of trust to be constructed and the individual to be in a state of non-trust.Based on these transaction issues and combined with research data,this study found that sharing economy participants have summarized their failed transaction experiences,and established trust in sharing economy transactions through the improvement of individual transaction confidence,successful institutional feedback,and the identification and reconstruction of interpersonal communication.The construction of trust in the sharing economy is realized once again.Based on the existing trust research results,combined with the characteristics of the Internet and the sharing economy,this research proposes the specific process of the interaction of the three research perspectives of individual trust,institutional trust and interpersonal trust in the two forms of sharing economy transaction trust.A new sharing economy trust construction mechanism has been established,which provides new ideas for the development and application of trust theory.