Research On The Influence Of Perceived Risk On Consumer Behavior In Sharing Economy

In recent years,along with the upsurge of sharing economy in the world,the income of sharing economic platform has been greatly increased,and the areas covered by it are also expanding.However,as a new economic model,the sharing economy,because of its openness,interaction,variability,virtuality and other characteristics,often damages the rights and interests of consumers,which leads to the rising perceived risk of consumers to the sharing economic consumption model.How to control the perceived risk of consumers in the sharing economic environment has become an important issue in the theoretical and business circles.Firstly,this paper summarizes the related research results of sharing economy,perceived risk and consumer behavior,and summarizes the dimensions of perceived risk in sharing economy.At the same time,based on the technology acceptance model(TAM),a conceptual model of the impact of perceived risk on consumer behavior in the sharing economy environment is constructed and relevant research hypotheses are put forward.Subsequently,through questionnaire survey,262 valid questionnaires were finally collected.On the basis of the reliability and validity of the questionnaire,this paper uses correlation analysis and multiple linear regression to verify the previous research hypothesis,and clarifies the impact intensity among variables,so as to provide targeted countermeasures and suggestions for effectively reducing consumer perceived risk in the sharing economy environment.Based on the empirical results,the main innovative work and research conclusions are as follows:(1)By using correlation analysis and multivariate linear regression analysis,the research hypothesis proposed above is verified.It is found that in the dimension of perceived risk,payment risk has the greatest impact on consumers' initial feelings in the sharing economy environment,followed by privacy risk and source risk,and the rest are body risk,time risk and social risk.Consumer perceived ease of use has a significant positive impact on perceived usefulness in the sharing economy environment,while perceived ease of use and perceived usefulness have a significant positive impact on consumer attitudes,respectively.Consumer attitudes toward consumption have a significant positive effect on behavioral intentions in a sharing economy.(2)Based on technology acceptance model(TAM),this paper constructs a conceptual model of perceived risk to consumer behavior in a sharing economy environment,including perceived risk dimensions(source risk,payment risk,privacy risk,physical risk,time risk,social risk),perceived ease of use,perceived usefulness,consumption attitude and behavior intention.Through the establishment of conceptual model and combing the relevant research literature,this paper puts forward the hypothesis of this study,and carries out data collection and empirical research based on the hypothesis(3)Based on the relevant research results,the dimensions of perceived risk in the sharing economic environment are summarized and condensed.Based on the related theories of sharing economy,perceived risk and consumers behavior,and taking consumers as the research object,combined with the characteristics of sharing economy consumption mode,this paper summarizes the dimensions of perceived risk in sharing economy environment,including source risk,payment risk,privacy risk,physical risk,time risk and social risk.It lays a theoretical foundation for the construction of the follow-up model and the proposition of hypotheses.This article includes graph 5,the table 24 and the reference 125.