Analysis On The Influencing Factors Of Users' Willingness To Use Under The Sharing Economy Platform

The birth of the sharing economy is an inevitable requirement of China's new economic normal and the construction of ecological civilization.The development of the sharing economy platform has brought new changes to people's lives and work.The emergence of platform companies represented by shared bicycles has greatly affected the development of China's traditional industries.As the sharing economy as a new development model,the problems arising from the operation and management mechanism of its platform enterprises and corresponding laws and regulations have increasingly become the focus of the society and the state.To enable sharing economy platform enterprises to adapt to the requirements of sustainable and healthy development of society,it becomes very important to study the influencing factors of users' continuous use willingness.Based on the core variables of the comprehensive technology acceptance model(TAM),this article takes the shared bicycle and its users as the starting point,combines the actual use and characteristics of shared bicycles,and draws on the relevant perspectives of social impact theory,service quality theory,and perceived cost theory After reading the relevant literature,three independent variables of social impact,service quality,and perceived cost are introduced.Perceived usefulness and perceived ease of use are used as intermediary variables to explore and analyze the model of its effect on the dependent user's willingness to use continuously.Through questionnaire survey and sampling,factor analysis,correlation analysis and regression analysis were conducted on the 256 valid questionnaires collected.Finally,it was found that social impact and service quality both positively influence users' willingness to use continuously,and the perceived cost also positively affects The user's continued willingness to use;perceived usefulness and perceived ease of use all play an intermediary role between social impact,service quality and the user's continued willingness to use.Through this research,on the one hand,it can provide relevant improvement measures for bicycle sharing platform companies to grasp the laws of user behavior;on the other hand,it also provides corresponding guidance and suggestions for the sustainable and healthy development of China's sharing economy.