Factors Influencing Consumer Trust Based on Sharing Economy: A Case of Chongqing, China
คำสำคัญ:
Consumer Trust, Influencing Factors, Sharing Economyบทคัดย่อ
The research article names Factors Influencing Consumer Trust Based on Sharing Economy: A Case of Chongqing, China was the objectives of this study i.e., to study the influential factors of consumer trust based on sharing economy, and to find out what factors influence on consumer trust based on sharing economy in Chongqing, China. Consumers trust model in the sharing economy environment is established, and the hypothesis of the relationship between model variables is proposed, and survey questionnaire was used to collect the data from 400 consumers. The research employed One-way ANOVA and multiple regressions to test variables and to test hypothesis. The results from this study revealed that consumer trust propensity, consumer personal perception and experience, perceived quality, perceived price, platform reputation and platform ease of use, platform responsiveness, sharer credibility and government regulation have significant influence on consumer trust.
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