构建共享经济中线下交易信任的理论模型——以共享停车为例

Constructing a Theoretical Model for Offline Transaction Trust in the Sharing Economy—A Case Study of Shared Parking

摘要: 共享停车作为共享经济在线下重资产领域的重要应用，其发展受制于用户对线下交易风险的担忧与信任缺失。现有研究多直接套用线上信任或技术采纳理论，缺乏针对“线下实体托付”这一特殊情境的系统性理论框架。为此，本研究采用理论构建方法，旨在提出一个整合性的“共享停车信任采纳整合模型”。该模型首次系统阐明了：平台如何通过硬性保障信号与软性社区信号差异化地构建用户的制度信任与社区信任，并降低其多维感知风险；同时，模型引入了交易价值感知与用户调节焦点作为关键的调节变量，揭示了信任与风险如何在与具体情境的互动中动态影响用户意愿。本文的理论贡献在于，通过整合与情境化现有理论，为理解共享经济中的复杂线下信任问题提供了一个动态、权变的分析范式。实践上，研究为共享停车平台设计了差异化的信任构建战略，并为更广泛的O2O型共享经济实践提供了关键的管理启示。

Abstract: As an important application of the sharing economy in the offline heavy-asset domain, the development of shared parking is constrained by users’ concerns over offline transaction risks and a lack of trust. Existing research often directly applies theories of online trust or technology adoption, lacking a systematic theoretical framework tailored to the specific context of “offline physical asset entrustment”. To address this gap, this study employs a theory-building approach to propose an integrated “Shared Parking Trust and Adoption Model”. For the first time, this model systematically clarifies: how platforms differentially build users’ institutional trust and community trust through hard assurance signals and soft community signals, thereby reducing their multidimensional perceived risk; simultaneously, the model introduces perceived transaction value and user regulatory focus as key moderating variables, revealing how trust and risk dynamically influence user intention through interaction with specific contexts. The theoretical contribution of this paper lies in providing a dynamic, contingent analytical paradigm for understanding complex offline trust issues in the sharing economy, achieved through the integration and contextualization of existing theories. In practice, the research designs differentiated trust-building strategies for shared parking platforms and offers crucial management insights for broader O2O sharing economy practices.