P2P情境下用户生成内容可信度及影响机制研究：以在线短租为例

The adverse selection caused and translation risks by information asymmetry make the lack of trust the biggest obstacle to the development of P2P sharing economics in China. The de-centrality of P2P mode makes user-generated content (UGC) the main driving force for the development of a driving platform. This project builds a research framework based on persuasion and signal theory and so on. Taking P2P rental market as an example, this project builds a conceptual model of UGC trustworthiness through qualitative and quantitative methods and empirically studies the relationship between sales volume and customer perceived trust. Thanks to the development of Web 2.0, UGC not only has the textual description of traditional word of mouth, but also has visual cues of virtual avatars. Virtual avatars combined with clues can effectively enhance the trust perception in virtual space. Based on results of interviews and questionnaire results, we determine the UGC trustworthiness features and its weightings and establish the measurement model with data from webpages. We use regression analysis to explore the statistical relationship between sales and UGC trustworthiness. Using experimental research, this paper explores the influence paths of different combinations of pictures and words on affective trust and capability trust. This research theoretically deepens the academic discussion of customer trust and UGC, and the empirical conclusion is of great value to establish customer trust in p2p rental platform. Trust in a platform economy is a stranger's trust which has important social realities.

信息不对称造成的逆向选择和交易风险使得信任缺失成为P2P分享经济模式在中国发展的最大障碍。P2P模式的去中心性，使得用户生成内容（UGC）成为平台发展的主要动力。本项目基于说服双过程、信号理论等建立研究框架，以P2P在线短租为例，构建UGC可信度概念模型并实证研究其对销售量和顾客感知信任的影响。得益于Web技术的发展，平台UGC有口碑的文本说明，也有虚拟头像的视觉效应，虚拟头像配合文字线索，可有效提高虚拟空间中的信任知觉。我们通过访谈、问卷结果确定UGC可信特征集及其权重，并通过网页数据抓取建立可信度测量模型。我们通过回归分析探寻销售量和UGC可信度之间的统计学关系。利用实验研究，探讨图片和文字的不同组合对情感信任和感知信任的影响路径。本研究从理论上深化了顾客信任和UGC的学术探讨，实证结论对短租平台建立顾客信任具有很重要的价值。平台经济下的信任是陌生人信任，具有重要的社会现实价值。

信息技术的发展推动分享经济的发展，使之成为深化供给侧结构性改革的重要推手。但是，信息不对称所造成的逆向选择和交易风险的存在，信任缺失成为P2P分享经济模式在中国发展的最大痛点之一。如何提升消费者平台交易的信心成为业界和学术界关注的焦点。本项目基于说服双过程、信号理论等建立研究框架，以中国在线短租平台为研究对象，构建了在线评论可信度概念模型。首先，采用文本数据挖掘方法提取并量化在线短租平台评论信任度关键词以及情感特征。然后，通过计量统计方法分析了在线短租评论信任度对顾客评价、销售量以及顾客感知信任的影响。本研究从理论上深化了顾客信任和UGC的学术探讨，实证结论对短租平台以及疫情下不断发展的长租平台建立顾客信任具有很重要的价值。平台经济下的信任是陌生人信任，具有重要的社会现实价值。