제도적 메커니즘이 플랫폼 비즈니스의 성과에 미치는 연구

초록

Recently, a growing number of consumers are participating in the shared economy as values such as creation of shared resources, cooperation, energy conservation and reduction have been widely distributed. In the area of transportation services, using shared vehicles has become a new way of life for people. However, with the growth of emerging industries, a number of privacy and safety concerns are arising. This study looked at factors that make it possible for consumers who use ride-sharing vehicles to trust the platform and continue to use it. A total of 307 cases were analyzed by surveying users of China’s representative ride-sharing service platform Didi Chuxing. This study shows that institutional mechanisms such as result, feedback, pricing, payment safety, and driver authentication, which guarantee safe usage of platforms and social factors have a positive impact on the formation of trust in the platform, making consumers use it continuously. This study is meaningful in that it identifies the base of a secure online trading environment and the sustainable growth of shared platforms by demonstrating effective institutional mechanisms and cause-effect relationships.

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