Research On Influencing Factors Of Chinese Consumers' Participation In Collaborative Consumption In The Sharing Economy

Sharing economy as a new economic groundswell,rapidly sweeping across the globe,makes the concept of sharing gradually rooted in the hearts of the people,affecting people's consumption concept,changing people's consumption behavior,and formed a new consumption patterns,which is called the collaborative consumption.With the global economic downturn and the increasingly serious ecological environment problems,people begin to reflect on the traditional consumption pattern,and collaborative consumption as a kind of green environmental protection,scientific and effective consumption pattern gets more and more attention.Although the current domestic collaborative consumption sharing platform has been developed,but the market still has a lot of mining space.It is of great significance that to find out the influence factors of consumers to participate in collaborative consumption for how to improve the participation of collaborative consumption and promote sustainable development of our society.In this paper,combined with the former research achievements and the actual situation of China's consumers,to identify these factors that may affect the participation of consumers in collaborative consumption.The Participation Gains of previous models are reclassified into Personal Gains and Social Gains basing on the environmental characteristics of collaborative consumption and environmental awareness of consumers in China,using the Technology Acceptance Model and related theories to establish the influential factor model of participation in collaborative consumption,to empirical research on carsharing.The results show that Personal Gains,Social Gains,Social Influence,Perceived Ease of Use,Perceived Usefulness and Participating Intentions to promote consumers to participate in collaborative consumption,but Perceived Cost is a hindering factor.Finally,according to the conclusion of this study,the paper puts forward some suggestions for the development of domestic collaborative consumption platforms,and improving the participation of collaborative consumption.