摘要
基于刺激反应理论(S-O-R),构建"影响因素-消费者信任-使用意愿"的研究模型,探讨影响消费者对于以滴滴出行为代表的共享出行平台和服务方信任的关键因素,及其如何提升消费者的使用意愿。研究发现:(1)社交影响、平台质量、政府监督和制度保障等因素能够促进消费者对平台方的信任,信任倾向因素则对平台方信任影响不显著;(2)信任倾向和消费者对平台方信任显著影响消费者对服务方的信任,但制度保障和互动历史因素对服务方信任几乎无影响;(3)消费者使用意愿主要受消费者对平台方信任的影响。为此,提升平台整体质量和响应效率,加强制度规范和安全保障建设是共享出行企业提升消费者信任的关键途径。
Based on the stimulus response theory(S-O-R),this paper constructs a research conceptual model of"influencing factors-consumer trust-willingness to use"to explore the key factors affecting consumers’trust in sharing travel platforms and service providers,and to enhance consumers’willingness to use.The researches show that:(1)Social influence,platform quality,government supervision,institutional guarantee factors can promote consumer trust in the platform,and trust tendencies have no significant impact on platform trust.(2)Trust tendencies and consumer trust in the platform side significantly affect consumer trust in the service providers,but institutional guarantees and interactive historical factors have little impact on the trust of the service providers.(3)Consumers’willingness to use is mainly influenced by consumer trust in the platform.Conclusion:Improving the overall quality and response efficiency of the platform,strengthening the system regulation and security construction is a key way to share the operation of the travel business.
作者
张劲松
郑攀
周林缝
ZHANG Jinsong;ZHENG Pan;ZHOU Linfeng(South-Central University for Nationalities,Wuhan 430074)
出处
《首都经济贸易大学学报》
CSSCI
北大核心
2020年第2期101-112,共12页
Journal of Capital University of Economics and Business
基金
湖北省技术创新专项(软科学研究)项目“基于大数据的企业技术创新知识管理框架研究”(2018ADC056)。
