Research On The Relationship Between Perceived Risk And User Willingness In Shared Services

The rapid development of the sharing economy in the world has led to more and more people participating in it.The business model has gradually infiltrated into more industries and fields.The scope of shared services is more and more extensive.Domestic sharing services are no longer limited to the configuration services in the early idle items,and the scope of resource allocation has been involved in a wider area.With the rapid growth of domestic shared services and the continuous improvement of its structure,the problems brought about by its development cannot be overlooked.Coupled with the collapse of some companies and the ongoing rights and interests issues,many people now hold skepticism or even negative attitudes towards shared services.People's perceived risks to shared services will affect their willingness to use.Therefore,it is necessary to analyze the relationship between perceived risks and willingness to use in shared services.This article selects people who have used shared services as a sample of research,mainly through the use of quantitative and qualitative analysis and literature research methods,and chooses consumers' perceived risk of shared services as the starting point of research,combining perceptions of value and content marketing with the development of the industry,to study the role of perceived value and content marketing in the relationship between the two,analyzing the relationship between perceived risk and willingness to use.Based on a review of domestic and foreign literature review,this article divides the perceived value of consumers and content marketing into three dimensions,and proposes research hypotheses based on the impact relationship model constructed.The questionnaire is sent out through We Chat and other online channels,257 valid questionnaire data was analyzed by SPSS software to test the proposed hypothesis.The conclusion of the study was that the perceived risk of consumers was negatively related to the willingness to use and perceived value.But to perceived society,the impact of value is not significant;perceived value is positively related to the use of intention,but the influence of perceived socialvalue isn't significant;perceived risk's role in the use of willingness is in part to affect the use intention by affecting consumer perceived value;content marketing acts to regulate perceived risk's relationship with the willingness to use,the entertainment dimension plays a regulatory role in the relationship between perceived value and the use of willingness.Finally,according to the research results,this article proposes some strategies on how to reduce consumer perceived risk,enhance their perceived value and prompt consumers to use shared services.