Research On The Impact And Governance Strategies Of Platform Ecosystem User Ethics Concerns On User Migration Behavior

In the context of the sharing economy,the platform ecosystem has gradually evolved into an important platform business model.The low number of users and slow user growth have become the core issues that need to be addressed in the initial stage of the platform ecosystem.With the continuous improvement of the initial strategy,the scale of platform users has gradually stabilised.At this point,the open and decentralised interaction model in the platform ecosystem makes users more transparent.Due to information asymmetry,online transactions are more prone to ethical violations than face-to-face transactions,triggering user ethical concerns about platform-based companies such as concerns about privacy,deception and shared values,leading to migration behaviour of platform users and exposing the imbalance in the governance of the platform ecosystem.A review of the literature reveals that most of the existing studies propose a unified governance strategy based on the initial stage and the platform ecosystem as a whole,with less governance for the mature stage.In particular,the previous economically oriented governance approach ignored the informal governance in the ecosystem.How to retain existing users and reduce user migration behaviour in a mature stage platform ecosystem is an issue that needs to be urgently explored.With this in mind,this study proceeds from three perspectives: firstly,it analyses the impact of users’ ethical concerns on user migration;secondly,it explores the impact mechanism of user migration based on the theory of continued trust;finally,it explores the governance measures of users’ ethical concerns on user migration from the perspective of long-term orientation of the enterprise in three dimensions: futurity,sustainability and resilience.Based on this,this study conducts an empirical analysis of a large sample of 565 research data from users of platform ecosystems.The findings show that user ethical concerns have a significant positive impact on user migration;the level of continued trust of users plays a significant mediating role between ethical concerns and user migration;the futurity,sustainability and resilience of enterprises moderate the relationship between user ethical concerns and continued trust,i.e.the stronger the futurity,sustainability and resilience of platform enterprises can weaken the negative impact of user ethical concerns on user continued trust.This study has made significant contributions to both theory and practice.This study expands the existing literature on continued trust and enriches the understanding of the governance of sharing economy platforms;At the same time,it provides practical value for user trust restoration,long-term enterprise orientation,and user retention in the platform ecosystem.