Can Sharing Platform's Institutional Mechanisms Promote Consumer Continuous Sharing Intention？ ——Impacts of Sharing Platform's Institution-based Trust

›› 2018, Vol. 34 ›› Issue (8): 75-84.

Previous Articles Next Articles

Can Sharing Platform's Institutional Mechanisms Promote Consumer Continuous Sharing Intention？ ——Impacts of Sharing Platform's Institution-based Trust

HE Minghua^1,2, LIANG Xiaobei¹

1.School of Economics and Management, Tongji University,Shanghai 200092, China;
2.Institute of higher Education, Jinggangshan University, Ji'an 343009, China

Received:2017-12-05 Online:2018-08-10 Published:2018-08-23

共享平台制度机制能促进消费者持续共享意愿吗？——共享平台制度信任的影响机理

贺明华^1,2,梁晓蓓¹

1.同济大学经济与管理学院,上海 200092;
2.井冈山大学高等教育研究所,江西吉安 343009

作者简介:贺明华(1980-),男,江西永新人,同济大学经济与管理学院博士生,井冈山大学高等教育研究所助理研究员;梁晓蓓(1966-),女,广东恩平人,同济大学经济与管理学院教授,博士生导师。
基金资助:
教育部人文社会科学研究规划基金项目(17YJA630050)

Abstract

Abstract: This paper applies the structural equation modelling analysis to empirically examine the effects of institutional mechanisms of sharing platforms on consumer trust, perceived privacy risk, and continuous sharing intention. The results reveal that feedback mechanism, review and authentication mechanism, privacy assurance mechanism, and dispute resolution mechanism are positively related to consumer trust, and that consumer trust is correlated negatively with perceived privacy risk, but positively with continuous sharing intention. Therefore, management of sharing platform enterprises should further optimize their institutional mechanisms, in particular, invest more into trust and privacy assurance mechanisms to ensure their sustainable development.

Key words: Sharing Economy, Institutional Mechanisms, Consumer Trust, Perceived Privacy Risk, Continuous Sharing Intention

摘要： 采用结构方程模型方法实证检验共享经济平台的制度机制对消费者信任、隐私感知风险和持续共享意愿的影响。结果表明,共享平台的反馈机制、审核与认证机制、隐私保证机制和争议解决机制均正向影响消费者信任,对感知隐私风险均具有显著负向影响;消费者信任负向影响感知隐私风险但正向影响持续共享意愿。因此,平台企业管理层应进一步完善和优化共享平台的制度机制,尤其要加大信任机制和隐私保证机制建设方面的投入,以实现共享平台可持续发展。

关键词: 共享经济, 制度机制, 消费者信任, 感知隐私风险, 持续共享意愿

CLC Number:

F713

HE Minghua, LIANG Xiaobei. Can Sharing Platform's Institutional Mechanisms Promote Consumer Continuous Sharing Intention？ ——Impacts of Sharing Platform's Institution-based Trust[J]. , 2018, 34(8): 75-84.

贺明华,梁晓蓓. 共享平台制度机制能促进消费者持续共享意愿吗？——共享平台制度信任的影响机理[J]. 财经论丛, 2018, 34(8): 75-84.

References

[1] Rosen D., Lafontaine P. R., Hendrickson B. Couchsurfing: Belonging and Trust in a Globally Cooperative Online Social Network[J]. New Media and Society, 2011,13(6):981-998.
[2] M hlmann M. Collaborative Consumption: Determinants of Satisfaction and the Likelihood of Using a Sharing Economy Option Again[J]. Journal of Consumer Behaviour, 2015,14(3):193-207.
[3] Botsman R., Rogers R. What's Mine is Yours : The Rise of Collaborative Consumption[M].New York: Harper Collins, 2010.
[4] Ert E., Fleischer A., Magen N. Trust and Reputation in the Sharing Economy: The Role of Personal Photos in Airbnb[J].Tourism Management, 2016,55:62-73.
[5] Zucker L. G. Production of Trust: Institutional Sources of Economic Structure, 1840-1920[J].Research in Organizational Behavior, 1986,8(2):53-111.
[6] Pavlou P. A. Institution-based Trust in Interorganizational Exchange Relationships: The Role of Online B2B Marketplaces on Trust Formation[J].Journal of Strategic Information Systems, 2002,11(3):215-243.
[7] Pavlou P. A., Gefen D. Building Effective Online Marketplaces with Institution-based Trust[J].Information Systems Research, 2004,15(1):37-59.
[8] Gefen D., Pavlou P. A. The Boundaries of Trust and Risk: The Quadratic Moderating Role of Institutional Structures[J].Information Systems Research, 2012,23(3):940-959.
[9] Keetels L. Collaborative Consumption: The Influence of Trust on Sustainable Peer-To-Peer Product-Service Systems[D].Utrecht University, 2013.
[10] Teubner T., Hawlitschek F. The Economics of P2P Online Sharing[A].In P. Albinsson and Y. Perera (Eds.). The Sharing Economy: Possibilities, Challenges, and the Way Forward[C], New York: Praeger Publishing, 2018. pp. 129-156.
[11] M hlmann M. Digital Trust and Peer-To-Peer Collaborative Consumption Platforms: A Mediation Analysis[DB/OL].https://dx.doi.org/10.2139/ssrn.2813367, 2018-01-02.
[12] Kim D. J., Ferrin D. L., Rao H. R. A Trust-based Consumer Decision-making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents[J].Decision Support Systems, 2008,44(2):544-564.
[13] Ba S., Pavlou P. A. Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior[J].MIS Quarterly, 2002,26(3):243-268.
[14] Lu B., Zeng Q., Fan W. Examining Macro-sources of Institution-based Trust in Social Commerce Marketplaces: An Empirical Study[J].Electronic Commerce Research & Applications, 2016,20:116-131.
[15] Pan Y., Zinkhan G. M. Exploring the Impact of Online Privacy Disclosures on Consumer Trust[J].Journal of Retailing, 2006,82(4):331-338.
[16] Dinev T., Hart P. An Extended Privacy Calculus Model for E-commerce Transactions[J].Information Systems Research, 2006,17(1):61-80.
[17] Belanger F., Hiller J. S., Smith W. J. Trustworthiness in Electronic Commerce: The Role of Privacy, Security, and Site Attributes[J].Journal of Strategic Information Systems, 2002,11(3-4):245-270.
[18] Chong A. Y. L. Understanding Mobile Commerce Continuance Intentions: An Empirical Analysis of Chinese Consumers[J].Data Processor for Better Business Education, 2013,53(4):22-30.
[19] Liang L. J., Choi H. C., Joppe M. Exploring the Relationship Between Satisfaction, Trust and Switching Intention, Repurchase Intention in the Context of Airbnb[J].International Journal of Hospitality Management, 2018,69:41-48.
[20] Martin K. D., Borah A., Palmatier R. W. Data Privacy: Effects on Customer and Firm Performance[J].Journal of Marketing, 2017,81(1):36-58.
[21] Shih H. P. An Empirical Study on Predicting User Acceptance of E-shopping on the Web[J].Information and Management, 2004,41(3):351-368.
[22] Gupta B., Iyer L. S., Weisskirch R. S. Facilitating Global E-commerce: A Comparison of Consumers' Willingness to Disclose Personal Information Online in the U.S. and in India[J].Journal of Electronic Commerce Research, 2010,11(1):231-43.
[23] Dienlin T., Metzger M. J. An Extended Privacy Calculus Model for SNSS: Analyzing Self-disclosure and Self-withdrawal in a Representative U.S. sample[J].Journal of Computer-Mediated Communication, 2016,21(5):368-383.
[24] Mishra D. P., Heide J. B., Cort S. G. Information Asymmetry and Levels of Agency Relationships[J].Journal of Marketing Research, 1998,35(3):277-295.
[25] Kim C., Tao W., Shin N., et al. An Empirical Study of Customers' Perceptions of Security and Trust in E-payment Systems[J].Electronic Commerce Research & Applications, 2010,9(1):84-95.
[26] Galves F. Virtual Justice as Reality: Making the Resolution of E-commerce Disputes More Convenienzt, Legitimate, Efficient, and Secure[J].Journal of Law, Technology & Policy, 2009, (1): 1-68.
[27] Zhou T. Examining Location-based Services Usage from the Perspectives of Unified Theory of Acceptance and Use of Technology and Privacy Risk[J].Journal of Electronic Commerce Research, 2012,13(2):135-144.
[28] Hamari J., Sj klint M., Ukkonen A. The Sharing Economy: Why People Participate in Collaborative Consumption[J].Journal of the Association for Information Science and Technology, 2016,67(9):2047-2059.

Can Sharing Platform's Institutional Mechanisms Promote Consumer Continuous Sharing Intention？ ——Impacts of Sharing Platform's Institution-based Trust

共享平台制度机制能促进消费者持续共享意愿吗？——共享平台制度信任的影响机理

PDF

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 1

Recommended Articles

Metrics