共享经济下消费者对第三方出行平台信任的影响因素及作用机理研究

发布时间：2018-05-04 03:34

本文选题：共享经济 + 出行平台　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：在共享经济的背景下,以共享资源创造价值和互助、节能减排等价值观逐步普及,越来越多消费者参与到共享经济当中。在交通出行领域,以滴滴为代表的网约车逐步得到了用户的认可,成为了人们日常出行的一种新方式。但是,由于新兴行业发展的不规范,各种尖锐问题也随之而来。大量关于“网约车”的不安全报道,加深了人们对于平台的信任的担忧,网约车的发展面临着较为严峻的挑战。对于共享经济,在产业化的过程中,由于缺乏相关的法律法规以及政策的支持与监管,共享经济的发展面临着信任危机以及监管困难等诸多问题。而如何能够通过有效的制度保障因素,来提升用户对网约车的信任,保证交易量和用户的持续稳定增长,成为滴滴出行等第三方平台和整个行业都需要面临的问题。本文以“滴滴出行”为研究对象,针对消费者对第三方出行平台的信任影响因素以及作用机理进行了探索性研究。基于社会学的制度信任理论和信息技术领域的统一信息技术采纳和使用理论,参考近年来国内外关于共享经济中的与信任和持续使用的相关研究,结合交通出行这一新的研究情景,构建理论研究模型并提出相应的假设命题。通过实地问卷调查和结构方程模型分析来验证理论模型中的关键假设。首先,借鉴前人对于信任和技术采纳等领域研究的范式和经验,设计了变量的度量指标,并进行预调研,逐步完善得到最终的调查问卷。通过在线问卷的方式对滴滴出行的用户进行大规模的调研,共收集到411份数据,其中有效数据307份。研究过程中通过使用Smart PLS2.0软件进行度量模型的信度和效度分析,并对结构模型进行路径分析。实证研究表明:1)平台的保障机制(支付安全、价格机制和评价反馈机制),以及社会制度影响因素(平台的声誉和政府监管)能够显著地提升消费者对于第三方出行平台的信任,其中平台的声誉影响最显著;2)支付安全和司机认证机制能够显著地降低消费者感知到的交易风险,进而影响其持续使用意图;3)消费者对平台的信任和对司机的信任之间存在正向的转移关系,即当消费者对第三方平台建立起信任关系后,其更倾向于信任在平台上提供服务的司机;4)消费者对平台的信任能够显著地降低消费者感知的风险,进而影响其持续使用意图。
[Abstract]:Under the background of sharing economy, the values of creating value and mutual aid with shared resources, energy saving and emission reduction are gradually popularized, and more and more consumers participate in the sharing economy. In the field of transportation, Didi as the representative of the network of ride-sharing has been gradually recognized by users, has become a new way of daily travel. However, due to the emerging industry development of non-standard, a variety of sharp problems also followed. A large number of unsafe reports about "ride-hailing" have deepened people's concern about the trust of the platform, and the development of Web-ride-hailing is facing a severe challenge. For the shared economy, due to the lack of relevant laws and regulations and the support and supervision of policies, the development of sharing economy is faced with many problems such as trust crisis and supervision difficulties in the process of industrialization. However, how to promote the trust of users to the ride-sharing network through effective system guarantee factors, to ensure the steady growth of trading volume and users, has become a problem that DiDi and other third-party platforms and the whole industry need to face. Taking DiDi as the research object, this paper makes an exploratory study on the influencing factors and the mechanism of consumers' trust in the third party travel platform. Sociology-based institutional trust theory and unified information technology adoption and use theory in the field of information technology, referring to the domestic and foreign research on the sharing economy and trust and sustainable use in recent years, Combined with the new situation of traffic travel, the theoretical research model is constructed and the corresponding hypothetical proposition is put forward. The key hypotheses in the theoretical model are verified by field survey and structural equation model analysis. First of all, based on the previous research paradigm and experience in the field of trust and technology adoption, this paper designs the variable metrics, and carries out a pre-survey to gradually improve the final questionnaire. A large-scale survey of DiDi's users was conducted through an online questionnaire, and 411 data were collected, of which 307 were valid. In the course of the research, the reliability and validity of the measurement model are analyzed by using Smart PLS2.0 software, and the path analysis of the structural model is carried out. Empirical research shows that the safeguard mechanism of the platform (payment security, price mechanism and evaluation feedback mechanism, and social system influence factors (platform reputation and government supervision) can significantly enhance consumer trust in third-party travel platforms. Among them, the reputation of the platform has the most significant impact. 2) payment safety and driver authentication mechanisms can significantly reduce the transaction risk perceived by consumers. Furthermore, there is a positive transfer relationship between consumers' trust in the platform and their trust in the driver, that is, when the consumer establishes a trust relationship with the third party platform, It is more inclined to trust the driver who provides the service on the platform.) the trust of the consumer to the platform can significantly reduce the risk of consumer perception, and then affect its intention to use continuously.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F572

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