本文選題：共享經(jīng)濟(jì) + 出行平臺(tái)��； 參考：《哈爾濱工業(yè)大學(xué)》2017年碩士論文

【摘要】：在共享經(jīng)濟(jì)的背景下,以共享資源創(chuàng)造價(jià)值和互助、節(jié)能減排等價(jià)值觀逐步普及,越來(lái)越多消費(fèi)者參與到共享經(jīng)濟(jì)當(dāng)中。在交通出行領(lǐng)域,以滴滴為代表的網(wǎng)約車逐步得到了用戶的認(rèn)可,成為了人們?nèi)粘３鲂械囊环N新方式。但是,由于新興行業(yè)發(fā)展的不規(guī)范,各種尖銳問(wèn)題也隨之而來(lái)。大量關(guān)于“網(wǎng)約車”的不安全報(bào)道,加深了人們對(duì)于平臺(tái)的信任的擔(dān)憂,網(wǎng)約車的發(fā)展面臨著較為嚴(yán)峻的挑戰(zhàn)。對(duì)于共享經(jīng)濟(jì),在產(chǎn)業(yè)化的過(guò)程中,由于缺乏相關(guān)的法律法規(guī)以及政策的支持與監(jiān)管,共享經(jīng)濟(jì)的發(fā)展面臨著信任危機(jī)以及監(jiān)管困難等諸多問(wèn)題。而如何能夠通過(guò)有效的制度保障因素,來(lái)提升用戶對(duì)網(wǎng)約車的信任,保證交易量和用戶的持續(xù)穩(wěn)定增長(zhǎng),成為滴滴出行等第三方平臺(tái)和整個(gè)行業(yè)都需要面臨的問(wèn)題。本文以“滴滴出行”為研究對(duì)象,針對(duì)消費(fèi)者對(duì)第三方出行平臺(tái)的信任影響因素以及作用機(jī)理進(jìn)行了探索性研究�；谏鐣�(huì)學(xué)的制度信任理論和信息技術(shù)領(lǐng)域的統(tǒng)一信息技術(shù)采納和使用理論,參考近年來(lái)國(guó)內(nèi)外關(guān)于共享經(jīng)濟(jì)中的與信任和持續(xù)使用的相關(guān)研究,結(jié)合交通出行這一新的研究情景,構(gòu)建理論研究模型并提出相應(yīng)的假設(shè)命題。通過(guò)實(shí)地問(wèn)卷調(diào)查和結(jié)構(gòu)方程模型分析來(lái)驗(yàn)證理論模型中的關(guān)鍵假設(shè)。首先,借鑒前人對(duì)于信任和技術(shù)采納等領(lǐng)域研究的范式和經(jīng)驗(yàn),設(shè)計(jì)了變量的度量指標(biāo),并進(jìn)行預(yù)調(diào)研,逐步完善得到最終的調(diào)查問(wèn)卷。通過(guò)在線問(wèn)卷的方式對(duì)滴滴出行的用戶進(jìn)行大規(guī)模的調(diào)研,共收集到411份數(shù)據(jù),其中有效數(shù)據(jù)307份。研究過(guò)程中通過(guò)使用Smart PLS2.0軟件進(jìn)行度量模型的信度和效度分析,并對(duì)結(jié)構(gòu)模型進(jìn)行路徑分析。實(shí)證研究表明:1)平臺(tái)的保障機(jī)制(支付安全、價(jià)格機(jī)制和評(píng)價(jià)反饋機(jī)制),以及社會(huì)制度影響因素(平臺(tái)的聲譽(yù)和政府監(jiān)管)能夠顯著地提升消費(fèi)者對(duì)于第三方出行平臺(tái)的信任,其中平臺(tái)的聲譽(yù)影響最顯著;2)支付安全和司機(jī)認(rèn)證機(jī)制能夠顯著地降低消費(fèi)者感知到的交易風(fēng)險(xiǎn),進(jìn)而影響其持續(xù)使用意圖;3)消費(fèi)者對(duì)平臺(tái)的信任和對(duì)司機(jī)的信任之間存在正向的轉(zhuǎn)移關(guān)系,即當(dāng)消費(fèi)者對(duì)第三方平臺(tái)建立起信任關(guān)系后,其更傾向于信任在平臺(tái)上提供服務(wù)的司機(jī);4)消費(fèi)者對(duì)平臺(tái)的信任能夠顯著地降低消費(fèi)者感知的風(fēng)險(xiǎn),進(jìn)而影響其持續(xù)使用意圖。
[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.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F572

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