Impact of Sharing Economy Platform's Reputation Mechanism on Consumers’Continuous Sharing Intention in the Context of Sharing Economy

——the Mediating Role of Consumer Trust

HE Ming-hua1，2 and CHEN Wen-bei1

（1.Tongji University，Shanghai200092，China；2.Jinggangshan University，Ji'an，Jiangxi343009，China） Abstract：The sharing economy model，which relies highly on online platforms，extends the sharing between acquaintances to sharing between strangers through the online platforms. Therefore，in the process of boosting the development of the sharing economy，reputation plays an irreplaceable role in wining consumer trust，enhancing participation intention of consumers，and improving the quality and efficiency of sharing economy. By referring to the trust-based consumer decision model，the authors propose a theoretical framework examining impacts of sharing economy platform's reputation mechanism on continuous sharing intention from the consumers' perspective. SPSS version 23.0 and AMOS version 24.0 are employed to test the hypotheses，and the test results revealed as follows：online review and third-party reputation mechanism are positively related to consumer trust and continuous sharing intention，while online rating is not positively related to consumer trust and continuous sharing intention； three dimensions of the platform reputation mechanism do not have significantly negative effect on perceived privacy risk，and nor is perceived privacy risk negatively related to continuous sharing intention；consumer trust has positive effect on continuous sharing intention and also negative effect on perceived privacy risk；and consumer trust partially mediates the relations between online review and continuous sharing intention and between third-party reputation mechanism and continuous sharing intention. To better effectively lead the consumers to continuously participate in sharing economy，related government authorities should strictly introduce related laws，regulations，and policies，guide，promote，and standardize the management mechanism of sharing platform；and the related enterprises should further improve the construction of credit mechanism，optimize online comment and the third party credit evaluation mechanism，establish the sound privacy and safety risk prevention mechanism，and improve the level of consumer trust.

Key words：sharing economy platform；credit mechanism；consumer trust；perceived privacy risk；continuous sharing

intention