Impact Of Consumer Willingness Of Car-Sharing Under Target Information Framework

In recent years, car sharing as an alternative mode of car ownership is becoming popular in China. However, lack of understanding about car sharing and the scope of interest for the shortage affect the valuation of consumer and their choice and decision-making; people‘s inherent consumer attitudes(car ownership) decreased willingness of car sharing; car-sharing service is an innovative type of consumption patterns and its acceptance process is not a moment of consumer behavior, which contains a series of psychological changes and process of behavioral responses of consumer of consumers from understanding to making decisions. Therefore, designing appropriate marketing information of car sharing to improve individual psychological cognitive for car sharing and guiding their changes in consumer attitudes in order to improve consumer wishes, which has become a hot and difficult problem in the field of car-sharing.Consumers‘ valuation of car sharing and selection of decision-making is actually the process of goal reached. According to theories of regulatory focus, Individual goal achievement process will be subject to self-regulation directional constraints. Introducing self-regulatory focus to the field of marketing research for marketing communication, persuasion is widespread, however, studies on this particular consumer behavior about car sharing is very rare..And so, this article regards self-regulatory focus as market segmentation variables to promote car sharing with theories of regulatory focus, regulatory fit and target information framework, and describing marketing demand information about car-sharing from two sides of positive and negative interest framework, in order to explore the effects about regulatory focus to consumers‘ consumer willingness. This study has designed a questionnaire of car sharing, and measured consumers‘ motive strength, cognitive assessment, emotional experience and willingness to spend about car-sharing through scenarios simulated experimental method. Specifically, the first experiment measured the individual characteristics of regulatory focus through the questionnaire and studied the effect when it interact with car information sharing to consumers‘ motive strength, cognitive assessment, emotional experience and willingness to spend, besides, it has measured the intermediary role of the intensity of motivation, behavioral evaluation and emotional experience. The second experiments using the startup method to manipulate individual situational regular focus and studied the effect when it interact with car information sharing to consumers‘ motive strength, cognitive assessment, emotional experience and willingness to spend, besides, it has measured the intermediary role of the intensity of motivation, behavioral evaluation and emotional experience. Conclusions of this research provide a useful inspiration for the marketing of car sharing consumer platform.