| The emergence of the sharing economy has bred many new business models.Sharing trip,as one of them,has gained the favor of many capital quickly,and has been welcomed by consumers.It also changed people's consumption habits at the same time.However,as a new form of consumption,academic research on sharing trip is still in its infancy,which is far from providing synchronous theoretical support for the development of shared trip industry.Therefore,this study can make up for the lack of theory to a certain extent.This study on the basis of previous studies,through combing the related literature at home and abroad,according to actual circumstances,based on the technology acceptance model,supplemented by the theory of reasoned action,theory of planned behavior,perceived risk theory,the perceived usefulness,perceived risk,perceived cost,herd mentality,social interests and the right to use and share participation intention as the variables,this paper proposes a theoretical model.The use of rights sharing is the first time in the study of sharing trip.This study adopts an empirical research method,and through the distribution of the network questionnaire,the first research is conducted to improve the credibility and effectiveness of the questionnaire.After that,306 valid questionnaires were collected,and the models and hypotheses were tested by descriptive statistics,reliability analysis,validity analysis,correlation analysis and structural equation modeling.It is found that the rights sharing is an important factor affecting the consumer's intention to use.Perceived cost,herd psychology and social interests have different effects on consumers' participation in the sharing trip.Perceived risk has a negative impact on the consumer's participation intention.Finally,in the conclusion of the research,combined with the current status of the development of the sharing trip industry in China,the relevant marketing strategies are put forward for the sharing trip enterprises. |
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