ABSTRACT

The peer-to-peer (P2P) economy has provided many work opportunities for a large number of peer providers, and these opportunities have the potential to reduce poverty. Despite its economic and social benefits, customer risk perception discourages customers from consistently participating in the P2P economy. Although scholars have investigated the role of risk perception in P2P economy participation, insufficient attention has been paid to how to effectively attenuate customer risk perception. Based on governance theory, this research is intended to develop a theoretical framework to test how platform governance reduces customer risk perception in the P2P economy, as well as the important moderating effects. The analysis of a total of 311 valid questionnaires from customers shows that platform governance reduces customer risk perception, and such effect of P2P platform governance becomes much more effective for professional peer providers than for amateurs, and more effective for high-priced properties than for low-priced properties .

摘要

点对点 (P2P) 经济为大量同行提供者提供了许多工作机会，这些机会具有减少贫困的潜力。尽管具有经济和社会效益，但客户风险认知阻碍了客户持续参与 P2P 经济。尽管学者们研究了风险感知在P2P经济参与中的作用，但对于如何有效减弱客户风险感知的关注不够。本研究以治理理论为基础，旨在建立一个理论框架来检验平台治理如何降低P2P经济中的客户风险感知，以及重要的调节作用。对客户共 311 份有效问卷的分析表明，平台治理降低了客户风险感知，