The Research On The Influence Of User Perceived Value On The Willingness To Use Shared Products In The Sharing Economy

With the advance of global industrialization and informatization,the continuous development of high and new technology has changed people's way of life,and human beings have entered the era of big data,the sharing economic model comes into being under such a background.This new economic model,which combines the internet of things,cloud computing,mobile payment and other technologies,aims to improve the reuse of social idle resources and realize the path of sustainable development by sharing ideas,which has drawn widespread attention from the society.As an emerging economic form,the sharing economy has become increasingly prominent in its development advantages,and its market share has increased significantly,it has shown great potential for development,which has profoundly affected the economic operation model and people's daily life.However,with the rapid development of the sharing economy,it also faces many outstanding problems,such as low-quality competition,security risks,social integrity,insufficient innovation and so on.Therefore,how to accurately grasp the market positioning of the sharing economy,maintain its continuous development momentum,and better meet the market demand are urgently in need of in-depth discussion on users' willingness to use.Perceived value is an important influencing factor of users' behavior intention and has a strong ability to predict the willingness to use.Understanding users' perception of shared products value can better meet users' needs and expectations and further improve users' willingness to use.Consequently,this thesis studies the influence of users on the willingness to use shared products from the perspective of perceived value,which is of great significance to the operators of sharing economy.By reviewing and sorting out relevant theories,this thesis based on the customer value theory and the "stimulus-organism-response" model,constructs a theoretical model of the influence factors of users' perceived value on the willingness to use shared products,and conducts an empirical study on the theoretical model by means of questionnaire survey.In this thesis,SPSS 17.0 and AMOS21.0 software are used to carry out econometric statistical analysis on the sample data,and the proposed research hypothesis is tested.The research results show that both functional value and emotional value positively affect users'willingness to use,while perceived cost negatively affects users' willingness to use;functional value mediates between users' perceived convenience,perceived quality,perceived cost and willingness to use,and emotional value mediates between users' perceived convenience,perceived quality and willingness to use;user knowledge plays a moderating role between functional value,emotional value and willingness to use.Meanwhile,rational consumption behavior is also applicable to the research of users' willingness to use shared products in the context of sharing economy.The research results reveal the mechanism of users' influence on the willingness to use shared products in the context of sharing economy,and provide relevant suggestions to the operators of sharing economy in terms of operation management and marketing strategies of shared products.