Purpose

The continuous impact of the pandemic and the downturn of the global economy have brought new challenges to the tourism industry. In this context, effectively attracting consumers and improving user stickiness are the top priorities of tourism platform companies. This study explores the impact of ethical concerns raised by new issues under the multi-governance environment on user stickiness. Based on the trust theory, the authors provide solutions for tourism platforms.

Design/methodology/approach

This study adopted a quantitative approach, gathering survey data via an online platform. A total of 400 participants were investigated, and 356 valid questionnaires were returned, with a recovery rate of 89%. Questionnaires that did not meet the inclusion criteria were excluded, leaving 298 valid responses.

Findings

Studies have found that consumers' ethical concerns about platform companies are key factors affecting user stickiness, and among these, consumer trust plays a mediating role. They have found that corporate social responsibility (CSR) behaviours help alleviate ethical concerns and improve trust in enterprises. At the same time, enterprises should properly control the number of platform collaborators, and excessive platform cooperation negatively moderates the impact of consumer ethical concerns on competence-based trust.

Originality/value

This study complements the deficiency of previous research with regard to ethical concerns in a multi-governance environment. These findings indicate that subject diversity exacerbates the negative impact of ethical concerns on consumer trust; however, CSR alleviates the impact of ethical concerns on consumer trust.

中文翻译：

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越开放越好吗？主体多样性对旅游平台信任的影响研究

目的

疫情持续影响和全球经济低迷给旅游业带来新挑战。在此背景下，有效吸引消费者、提高用户粘性是旅游平台公司的首要任务。本研究探讨多治理环境下新问题引发的伦理担忧对用户粘性的影响。基于信任理论，作者提出了旅游平台的解决方案。

设计/方法论/途径

本研究采用定量方法，通过在线平台收集调查数据。共调查400名参与者，回收有效问卷356份，回收率为89%。不符合纳入标准的问卷被排除，留下298份有效答复。

发现

研究发现，消费者对平台公司的道德担忧是影响用户粘性的关键因素，而其中，消费者信任起着中介作用。他们发现企业社会责任（CSR）行为有助于减轻道德担忧并提高对企业的信任。同时，企业应适当控制平台合作者的数量，过度的平台合作会负向调节消费者道德担忧对基于能力的信任的影响。

原创性/价值

这项研究补充了先前研究在多治理环境中的伦理问题方面的不足。这些发现表明，主体多样性加剧了道德问题对消费者信任的负面影响；然而，企业社会责任减轻了道德问题对消费者信任的影响。