论文总字数：41489字

摘 要

共享经济的快速发展，有助于节约资源、提高资源配置效率。如何提高顾客对共享平台的信任是共享平台面临的现实问题。本文基于扎根理论的研究方法，通过问卷调查以及数据挖掘的方式，对当前共享平台顾客信任的影响因素进行研究，并构建其形成机制模型最终以研究结果为依据提出相应的对策与建议。

在对国内外文献系统梳理的基础上，本文首先设计了基于共享平台的顾客信任词库，从平台声誉、价格机制、租赁安全等八个方面刻画顾客信任。进而根据信任词库的八类因素设计问卷，并根据问卷调查结果对词库进行验证，并分析了顾客使用共享平台的评价情况。分析结果表明共享平台顾客信任共受到平台声誉、价格机制、租赁安全、房东认证、评价与反馈机制、支付方式、社交影响、政府支持与参与八类因素的影响。随后，本文运用数据挖掘方法对顾客评论文本进行抓取，并对数据进行了清洗，接着运用扎根理论研究方法，依次对数据进行了开放式编码、主轴编码和选择性编码。本文基于扎根理论的研究结果构建了共享平台顾客信任形成机制理论框架，并通过饱和度检验验证了这一理论框架的可靠性。进而，本文提出了共享平台顾客信任形成机制。本文的研究结果表明，共享平台顾客信任的形成过程遵循“住前准备——入住体验——住后评价”这一基本路径。在住前准备阶段，顾客信任主要受到政府支持与参与、平台声誉、房东认证、价格机制、支付方式以及社交影响六类因素影响；在入住体验阶段，顾客信任主要受到租赁安全以及核心体验两类因素的影响；在住后评价阶段，顾客信任主要受到评价与反馈机制以及推荐意愿两类因素的影响。再次，本文对顾客信任的影响因素重要性进行了分析，发现核心体验、支付支持与参与、评价与反馈机制、推荐意愿、社交影响等五类因素对顾客信任具有最为重要的影响。最后，本文从基础设施、鼓励共享主体公布信息、评价反馈、人情服务、推广方式等方面为共享平台企业管理者提供了一定的建议。

本文的研究成果有助于丰富扎根理论和共享平台理论，为共享平台企业带来了一定的决策依据。

关键词：共享平台 扎根理论 消费者信任

Research on the Formation Mechanism of Customer Trust of

Sharing Platform Based on Grounded Theory

ABSTRACT

The rapid development of sharing economy helps to save resources and improve the efficiency of resource allocation. How to improve the trust of customers to the sharing platform is a practical problem faced by the sharing platform. Based on the research method of grounded theory, through questionnaire survey and data mining, this paper studies the influencing factors of customer trust of current sharing platform, and constructs its formation mechanism model, and finally puts forward corresponding countermeasures and suggestions based on the research results.

On the basis of literature review at home and abroad, this paper first designs a customer trust lexicon based on shared platform, which depicts customer trust from platform reputation, price mechanism, lease security and other eight aspects. Then, according to the eight factors of trust thesaurus, we designed a questionnaire, verified the thesaurus according to the results of the questionnaire, and analyzed the evaluation of customers using the sharing platform. The results show that the customer trust of sharing platform is influenced by eight factors: platform reputation, price mechanism, rental security, landlord certification, evaluation and feedback mechanism, payment method, social impact, government support and participation. Then, this paper uses the data mining method to grab the customer comment text, and cleans the data. Then, it uses the grounded theory research method to carry on the open coding, the spindle coding and the selective coding to the data in turn. Based on the research results of grounded theory, this paper constructs the theoretical framework of customer trust formation mechanism of sharing platform, and verifies the reliability of this theoretical framework through saturation test. Furthermore, this paper puts forward the formation mechanism of customer trust in sharing platform. The results of this study show that the formation process of customer trust of sharing platform follows the basic path of "preparation before living experience after living evaluation". In the pre residence preparation stage, customer trust is mainly affected by six factors: government support and participation, platform reputation, landlord certification, price mechanism, payment method and social influence; in the occupancy experience stage, customer trust is mainly affected by two factors: Rental security and core experience; in the post residence evaluation stage, customer trust is mainly affected by evaluation and feedback mechanism and push The influence of two kinds of factors. Thirdly, this paper analyzes the importance of influencing factors of customer trust, and finds that core experience, payment support and participation, evaluation and feedback mechanism, recommendation willingness, social impact and other five factors have the most important impact on customer trust. Finally, this paper provides some suggestions for the managers of the sharing platform from the aspects of infrastructure, encouraging the sharing subjects to publish information, evaluation feedback, human services, promotion methods, etc.

The research results of this paper are helpful to enrich the grounded theory and shared platform theory, and bring some decision-making basis for shared platform enterprises.

Key words：Sharing platform; Grounded theory; Consumer trust

目 录

摘要 I

ABSTRACT II

第一章 绪论 1

1.1 研究背景 1

1.2 研究意义 3

1.3 研究方法与思路 3

第二章 相关概念与研究综述 5

2.1 扎根理论概述 5

2.2 信任概念 5

2.3 国内外研究现状 6

2.3.1 扎根理论方面研究 6

2.3.2 信任机制方面研究 7

第三章 共享平台顾客信任实证分析 9

3.1 共享平台顾客信任词库设计 9

3.2 共享平台顾客信任调查统计与分析 9

3.2.1 问卷回收与发放 10

3.2.2 信度效度分析 10

3.3 共享平台顾客信任的影响因素分析 14

3.3.1 被调查者的基本情况分析 14

3.3.2 顾客使用共享平台的评价分析 14

第四章 基于扎根理论的共享平台顾客评论文本挖掘与分析 21

4.1 共享平台顾客评论文本的数据抓取 21

4.2 数据清洗 22

4.3 数据编码 23

4.3.1 开放式编码 23

4.3.2 主轴编码 25

4.3.3 选择性编码 27

4.4 共享平台顾客信任形成机制的理论框架 28

4.5 理论饱和度检验 30

第五章 共享平台顾客信任的形成机制分析 34

5.1 共享平台顾客信任的形成机制 34

5.1.1 住前准备 34

5.1.2 入住体验 36

5.1.3 住后评价 36

5.2 共享平台顾客信任影响因素的重要程度分析 37

5.3 改进共享平台顾客信任的相关建议 39

第六章 研究结论与展望 41

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