多层信任视角下的共享服务平台用户预定行为研究

Purpose/Significance] The purpose is to explore the predetermined behavior of resourcedemanders based on the information generated from the perspective of multi-layer trust on the shared serviceplatform, so as to facilitate the recovery and sustainable development of the sharing economy in the postpandemic era.[Method/Process] Combined with the trust information of the supply and demand sides onthe platform, between the supply and demand sides and the demand side on the shared products, based onthe 3P+3I theory from the perspective of multi-layer trust, a research model of consumer purchasingbehavior of the shared service platform is constructed. Taking the shared short-term rental platform as anexample, this paper obtained the public data of Airbnb in Beijing area, used Bert algorithm to construct thereputation index of housing products, and preliminary speculated the internal mechanism of user reservationbehavior based on causal discovery algorithm in causal inference, and used Poisson regression to conductempirical analysis.[Result/Conclusion] The trust variables of both parties to the platform, between thetwo parties and the demander to the shared product had a significant positive promoting effect on housingsales. The trust characteristics generate by hosts had the largest positive effect on tenants booking behavior.It is suggested that hosts should make great efforts to establish the reputation of hosts and disclose moreinformation appropriately. In order to obtain the badge of super host, they can give priority to not providingdirect booking service so as to screen out users who may have malicious comments. It is suggested thatplatforms strictly check the personal qualifications of users. More attention should be paid to improve theidentity information authentication mechanism and comment incentive system for users, so as to reduce theuncertainty in users decision-making.