Research On Consumers’ Decision-making Process And Influenced Factors About Car-sharing Service Under Sharing Economy

In the development of my country’s sharing economy in the past ten years,the field of shared travel has always been in an important position.On the one hand,due to the continuous increase in the number of private cars,large and medium-sized cities in my country are still facing urban traffic congestion.On the other hand,the huge number of private cars has brought serious resource waste and environmental pollution problems.These problems are urgently needed to be solved in urban transportation.In order to achieve sustainable utilization of resources and reduce environmental pollution,my country’s traditional private car consumption mode is facing a transformation.As a new business form to effectively achieve sustainable consumption,car sharing is an important topic of research by scholars from all walks of life.Some studies believe that by realizing shared car travel,the number of cars can be reduced,some traffic jams can be alleviated,and pollution emissions can be reduced,which has a certain environmental protection effect;on the other hand,consumers can reduce travel costs and save traffic by sharing cars.cost,while also making it easier for people to travel.And some shared vehicles in the form of P2 P can make use of idle resources,which is conducive to the sustainable development of automobile consumption.At present,the emergence of platform car-hailing and car-sharing represented by Didi Taxi and Auto Navi,as well as time-sharing leasing operations represented by Mojie Travel and EVCARD,indicates that the sharing and rental economy is represented by the emergence of car sharing.The new vehicle sharing model,which is integrated with the Internet to form a platform,provides a shared car travel service,which is gradually entering people’s lives.However,at present,researchers have not reached a unified conclusion on the factors that promote or hinder consumers to make shared car travel consumption,and the influencing factors that affect consumers’ choice of different types of shared car service plans are also yet to be studied.In order to deeply explore the influencing factors and choice behaviors of consumers’ willingness to choose car-sharing travel services,this study is based on three mainstream car-sharing travel modes in my country: car-sharing(time-sharing),car-sharing and platform express.Select consumers’ personal characteristics,latent variables related to behavioral willingness to choose shared car travel services,and travel context variables based on travel purpose and weather,set up questionnaires and conduct discrete choice experiments.At the same time,based on the consumer utility function,first,through the structural equation model,the unobservable latent variables are quantified through the observable measurement variables,and a simple path analysis is carried out on them,and then the quantified latent variables,It is integrated into the traditional discrete choice model to construct a mixed choice model(ICLV model)that can reveal latent variables.The results of the study show that high-income groups are less likely to choose car-sharing services,and the main reason may be that most consumers have vehicles,so they are less likely to choose car-sharing travel.Consumers’ perceived risk of car-sharing travel services will not be a restrictive factor for car-sharing travel services.In addition,for the choice of the three schemes,taking the platform express car of scheme 3 as a reference,age and effort expectations have a significant impact on the car sharing(time-sharing)of scheme 1;network experience has a positive impact on the choice of car sharing in scheme 2.At the same time,most consumers have different choices for shared vehicle services for different travel purposes.The results of the survey show that about 73% of the respondents will choose different shared car travel plans for different travel purposes.This paper focuses on the solutions related to shared vehicle travel services in the research,focusing on the perspective of consumers.The three mainstream shared car travel involved in the study mainly refer to shared travel with cars as the carrier,not specifically to time-sharing rental operations.of shared cars.However,it provides a reference value for the existing domestic research on car-sharing travel services,and also provides an important guiding significance for companies to design shared travel plans.