Analysis on Factors Influencing Trust Evolution of Sharing Economy Platform Service Users

（School of Finance，Nanjing Audit University，Nanjing 211815，Jiangsu，China）

Abstract：At present，sharing economy in China is developing rapidly. However，a series of risk events make its development fall into the dilemma of low stickiness of old users and low willingness of new users to participate. In view of the trust crisis behind the business dilemma faced by the development of sharing economy，from the perspective of users，the authorsconstruct a theoretical model of the evolution from initial trust to sustained trust，and make an empirical analysis on the factors of service users in establishing initial trust and forming sustained trust. It is found that reputation of the platform plays a key role in the initial trust stage，and security of the platform plays a positive role；the role of platform usefulness，financial strength and capital operation is mainly realized through the positive impact of platform social reputation；and in the stage of sustained trust，platform social reputation and user perception plays an important role，platform security and communication playa a positive role，and the role of platform financial strength，capital operation and special treatment is mainly realized through the positive impact of platform social reputation. The authors put forward the following suggestions for the platform：first，in order to eliminate trust crisis facing the sharing economy platform，the platform should pay attention to the construction and maintenance of platform security and focus on protecting user privacy and improving the transparency of the transaction process to promote users to establish initial trust in the platform；second，the platform should improve the product quality and service level and strengthen communication with users to improveusers’sense of gain in user experience；and third，the platform should attach importance to the construction of platform brand and the maintenance of social reputation，which is the key factor for the platform to attract new users and maintain old users.

Key words：sharing economy；service users of platform service；initial trust；sustained trust