Research On Consumer’s Purchase Behavior Of Sharing Economic Service From The Perspective Of Perceived Risk

The development of the sharing economy not only improves the efficiency of using idle resources,produces economic benefits,but also guides consumers in practicing the concept of sustainable consumption and promotes them to develop good consumption habits.However,there are many problems due to the fact that the development of China’s sharing economy is still immature and the management mechanism of all parties is not perfect.In this situation,consumers have experienced more negative experience,which lead to high perceived risks and greatly affects the confidence of consumer to participate in sharing economy.Therefore,from the perspective of perceived risks,we research on consumers’ purchase behavior of sharing economic service.According to the results of the study,this thesis puts forward suggestions to reduce consumers’ perceived risk,increase consumers’ willingness to participate in consumption,which can promote the development of sharing economy.By combining and using the theoretical and empirical analysis methods,this thesis researches on consumers’ purchase behavior of sharing economic service from the perspective of perceived risk.First of all,in combination with the definition and types of the sharing economy,this thesis clarifies the content of the sharing economic services and the characteristics of consumers’ purchases behavior.Based on this,we point out the external influence factors of the consumers’ purchase behaviors of sharing economic service,that is,resource aggregation and control capability of sharing platform;At the same time,on the basis of existing theory of perceived risk,this thesis divides the risk dimensions into three aspects: platform functional risk,service performance risk and institutional risk,which combines the content that consumers worry about in sharing economy and lays theoretical foundation for the later empirical research;Afterwards,in combination with the actual situation of the sharing economy,this thesis analyzes and borrows the reasonable components of theoretical models such as the SOR model,technology acceptance model and consumer purchase behavior model under the network environment,to build a model of consumers’ purchase behavior of sharing economic service and propose the hypothesis;Finally,this thesis takes Didi as example to design questionnaire and carry out empirical research.With the help of relevant mathematical statistics methods and tools,such as SPSS19.0 and AMOS24.0,the thesis analyzes the formal survey samples,verifies the relationship between the variables,and summarizes the hypothesis results.The empirical results show that:(1)Purchase intention is the key factor for consumer to take actual action.Perceived risk and perceived usefulness are the leading factors that can affect consumers’ purchase intention.(2)The negative effects of perceived risk on purchase intention is ranked as platform functional risk,institutional risk and service performance risk.(3)Perceived usefulness positively affects consumers’ purchase intention.(4)Resource aggregation and control capability of sharing platform can significantly improve consumers’ perception of usefulness.(5)Resource aggregation and control capability of sharing platform can reduce consumer perceived risk,and the negative effect of perceived risk is ranked as service performance risk,platform functional risk and institutional risk.Accordingly,in order to improve perceived usefulness of consumers and reduce perceived risk of consumers,this thesis puts forward suggestions for the sharing platform company and the government based on the empirical results.