Influencing Factors Of Consumer Participation In Sharing Economy Model

In the context of sustainable development,countries in the world are paying more and more attention to the utilization of resources.As a new economic form that realizes the efficient use of idle resources,the sharing economy plays an important role in improving resource utilization,saving energy and tapping product value.After about ten years of development,the sharing economy has gradually become an important part of the economy,and various economic fields have begun to transform from the traditional economic situation to the sharing economy.In this context,the rapid emergence of the sharing economy business model,the sharing economy has made considerable progress in the fields of transportation,housing and accommodation,knowledge and skills,life services,and production capacity.Many sharing companies have gradually gone through the embryonic stage,the development stage and the mature stage.Due to the company's phased strategy,consumers participate in the sharing economy to varying degrees and have different consumer behaviors.Predecessors have found certain findings in this area,but at the same time considering the different levels of consumer participation in the context of the sharing economy,such as acceptance of use,consumer loyalty and value co-creation civic behavior research needs to be improved.In view of this,this dissertation studies the factors that influence consumer participation behaviors in various development stages of platform companies in the context of the sharing economy.This article mainly explores the following three research questions:(1)What is the mechanism for consumers to accept new technologies in the sharing economy model?(2)What is the influencing mechanism for the formation of consumer loyalty on the sharing economy platform?(3)What is the influence mechanism of consumer value co-creation behavior in the sharing economy?First of all,this article relies on the business model of shared bicycles in the shared travel field,based on the technology acceptance model and customer benefit theory,and constructs a consumer technology acceptance model under the sharing economy model.Collecting consumer data through questionnaire surveys and empirical testing found that: in the context of consumers accepting the use of shared bicycles,new technology use intentions have a positive impact on new technology use behavior;perceived usefulness,perceived ease of use,subjective norms and promotion conditions It has the greatest impact on the intention of use,and the promotion conditions have the greatest impact,followed by perceived usefulness and subjective norms,and finally perceived ease of use;transportation benefits and economic benefits positively affect perceived usefulness;label benefits,environmental benefits and health The impact of benefits on perceived usefulness is not significant.Secondly,this article focuses on the car-hailing business model in the shared travel field,and builds a consumer loyalty research model based on the service-dominant logic and the theory of perceived service quality.Collect online car-hailing consumer data through questionnaire surveys,and after empirical testing,it is found that: customer satisfaction has a positive impact on loyalty;emotional value and utility value have a positive impact on loyalty;perception of platform service quality,perception of car owner service quality It has a positive impact on emotional value and utilitarian value;platform functions have a positive impact on perceived platform service quality;vehicle owner reliability and vehicle owner responsiveness have a positive impact on perceived vehicle owner service quality.The influence of platform reputation is not significant in the research model.Finally,this article considers the car-hailing business model in the field of shared travel,based on the value co-creation theory and customer value theory,and constructs a consumer value co-creation civic behavior research model.Collect online car-hailing consumer data through questionnaire surveys.After empirical testing,it is found that value co-creation attitude has a positive impact on value co-creation civic behavior,and the brand skills and brand creativity of consumers' resources have a positive effect on value co-creation citizenship The impact of brand skills is greater;subjective norms and the physical environment in the consumer experience and the dimensions of interaction with car owners have a significant impact on the value co-creation attitude.In the structural equation model,brand knowledge and interaction with other passengers have no significant impact.In summary,the research in this paper theoretically enriches and perfects the theoretical system of technology acceptance,consumer loyalty and value co-creation,broadens the research perspective for consumer participation research,and provides an evaluation and improvement of the bilateral service quality of sharing economy platforms.new method.In practice,this article helps shared service platform companies to provide management enlightenment and guidance from the management and operation of the consumer participation process.At the same time,it improves bilateral service quality for shared service platforms,attracts more user groups to join the shared service platform,and increases customer stickiness and participation.Value co-creation has played an important role in promoting.