Research on Innovation and Decision Making of Trust Guarantee Model for Sharing Economy Enterprises——Comparative Analysis of Multiple Cases Based on ANP Model
Trust guarantee is a key element driving the high-quality development of the sharing economy,and in-depth research on the decision-making mechanism of trust guarantee models in the sharing economy has im-portant theoretical significance and practical value.On the basis of dividing the trust guarantee model of the sharing economy into four types:enterprise led trust guarantee,third-party led trust guarantee,government led trust guarantee,and technology driven trust guarantee,an ANP model for the decision-making of the trust guarantee model of the sharing economy enterprise is constructed,and three typical sharing economy enterprises,Didi,Xi-aozhu,and Zhu Bajie,are selected for example application,verified the rationality and feasibility of the model.The research results indicate that:(1)With the sustained and rapid development of the sharing economy,a scientifically reasonable,practical,and highly compatible trust guarantee for the sharing economy is crucial for its sustainable and healthy development.(2)The choice of trust protection mode for sharing economy enterprises is influenced by vari-ous factors such as industry development,industry environment,platform factors,supplier factors,and demand factors.(3)The government led trust guarantee model is most suitable for sharing economy enterprises with fast development speed,significant conflicts with traditional industries,and frequent malignant public opinion events;The third-party led trust guarantee model is most suitable for sharing economy enterprises that both supply and demand sides face significant risks at the same time;The enterprise led trust guarantee model is most suitable for sharing economy enterprises with high development level,technological level,and service level;The technology driven trust guarantee model is an important way to reshape the trust system of the sharing economy in the context of digitalization,and it is also the most important model for future trust guarantee of the sharing economy.On an o-verall level,the government strengthens inclusive and prudent supervision of new forms of sharing economy;For different industries,the government should take targeted governance measures according to different situations;In terms of future development,the government needs to further enhance the level of digital and intelligent governance.
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