Factors Affecting Switching Intention through Trust and Distrust: Focusing an ofo Shared Bike Platform = Factors Affecting Switching Intention through Trust and Distrust: Focusing an ofo Shared Bike Platform

다국어 초록 (Multilingual Abstract)

With the rapid development of sharing economy, consumer/user trust has become a major factor in its development. Studying the factors affecting the trust of consumers and users will be of great benefit to the development of sharing economy. As a former leader in the bike-sharing field, Ofo has gone from being ubiquitous in the streets to losing consumer trust in the past two years. There have been internal management problems, and the decline of user and consumer trust is leading to the current near-bankruptcy situation. This paper takes ofo as a case to analyze the factors affecting consumer trust/distrust in this bike-sharing market. First, this paper sums up the theory of the consumer trust, combining with China's present situation of sharing economy and the characteristic of the ofo's shared bike(problems), Secondly, four aspects such as personal factors (propensity to trust, propensity to distrust, price sensitivity), product factors (product quality, product availability), platform factors (perceived privacy protection, perceived payment security, reputation), social factors (social norms, government regulation) are considered as the independent variables. Since December 2018, the problem of ofo's 'difficult to refund' has been continuously growing. This study takes this event as a serious factor and from this perspective, focuses on the influencing factors that affect trust/distrust, which in turn leads to switching intention.