基于角色视角的分享经济信任机制研究

贵州财经大学学报 ›› 2020 ›› Issue (04): 40-49.

基于角色视角的分享经济信任机制研究

孟韬, 何畅

东北财经大学, 辽宁大连 116025

收稿日期:2019-12-22 出版日期:2020-07-15 发布日期:2020-07-16
作者简介:孟韬(1975-),男,陕西汉中人,东北财经大学国际商学院教授,产业经济博士,研究方向为网络组织、创新战略、营销战略研究;何畅(1989-),女,黑龙江鸡西人,东北财经大学工商管理学院博士研究生,研究方向为商业模式和分享经济。
基金资助:
国家自然科学基金项目"分享经济的组织性质与组织模式研究"（71840006）。

An Investigation on the trust mechansim in the Sharing Economy in the perspective of role

MENG Tao, HE Chang

Dongbei University of Finance & Economics, Dalian, Liaoning 116025, China

Received:2019-12-22 Online:2020-07-15 Published:2020-07-16

摘要/Abstract

摘要： 基于信任理论，从不同角色视角探究各信任要素对分享经济行为意图的影响。通过构建分享经济信任机制概念模型以及实证检验发现：从需求方视角来看，对个体（供给方）3个维度（能力、正直和善意）的信任、对平台善意的信任以及对产品能力的信任对需求意图产生积极地影响。从供给方视角来看，对个体（需求方）能力的信任和对平台3个维度（能力、正直和善意）的信任对供给意图有正向的影响。需求方更关注人与人之间的信任，而供给方则更看重对平台的信任。通过进一步比较还发现，需求方对平台和个体（供给方）的信任聚焦于善意信任，但供给方则是侧重于对平台和个体（需求方）能力的信任。

关键词: 分享经济, 能力信任, 正直信任, 善意信任

Abstract: On the basis of trust theory, the paper explores the influence of elements of trust on the sharing economy behavior in the view of different roles. Based on the conceptual model of trust mechanism and the empirical research, the results show that in the perspective of demand-side, trust in peer (ability, benevolence and integrity), trust in platform’s benevolence and trust in product’ ability have positive effects on the intention to consume, while in the perspective of supply-side, trust in platform (ability, benevolence and integrity) and trust in peer’s ability have positive effects on the intention to supply. It can be seen demand-side concerns more on interpersonal trust, whereas supply-side pays more attention to platform-based trust. In addition, demand-side focuses more on trust in platfom and peer’s benevolence, whereas supply-demand stresses more on trust in platfom and peer’s ability.

Key words: sharing economy, ability trust, integrity trust, benevolence trust

中图分类号:

C936

孟韬, 何畅. 基于角色视角的分享经济信任机制研究[J]. 贵州财经大学学报, 2020(04): 40-49.

MENG Tao, HE Chang. An Investigation on the trust mechansim in the Sharing Economy in the perspective of role[J]. Journal of Guizhou University of Finance and Economics, 2020(04): 40-49.

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