The Influence Of Sharing On Product Sales

The Internet has brought many changes to the world,during which the sharing economy has flourished,and new commercial forms such as ride hailing,shared bicycles,and shared trucks have constantly emerged.While bringing convenience to consumers’ travel,it is also changing people’s living habits,silently changing various industries.Numerous scholars have conducted a lot of related research on this,mainly focusing on the business model of the sharing economy,operational management,and its impact on the economy,society,environment,and other aspects.However,there is no clear answer to the extent to which sharing products have a positive or negative impact on upstream product sales.Empirical research on related aspects is still very lacking,and further improvement is needed.In this context,this article studies the impact of sharing on product sales.This article first studies the impact of sharing on the sales of private products from the perspective of consumers.This issue can be further decomposed into the impact of consumers’ perceived value of shared products on their willingness to purchase private products,and whether the type of shared products will affect the relationship between consumers’ perceived value and their willingness to purchase private products.For the above questions,this paper builds a model based on the theory of Customer Perceived Value,and uses the questionnaire survey method to collect the data of consumers’ perceived value of shared products,willingness to use,and willingness to purchase private products.A total of 424 questionnaires were collected,347 of which were valid,and the questionnaire recovery rate was 82%.Quantitative analysis will be conducted on the relationship between consumers’ perceived value of shared products and their willingness to purchase private products.Secondly,starting from the industry,we use the second-hand data method to collect relevant data from the entire industry and analyze it,attempting to demonstrate the research problem from another dimension and explore the changes in private product sales after the emergence of shared products.Research has found that sharing can have a negative impact on the sales of private products;The willingness to use shared products plays a mediating role between the perceived value of shared products and the willingness to purchase private products;Product types play a moderating role between the perceived value of shared products and the willingness to use shared products,while tool demand products have a more significant effect on the perceived value of shared products and the willingness to use shared products.Based on the research conclusions of this paper,the following suggestions are put forward for enterprises: adjust the focus of enterprise development to sharing;Under the circumstance that the functional difference between shared products and private products is not obvious,enterprises need to do a good job in product positioning and focus on cultivating their own differentiated products;For different types of products,companies can adopt different business strategies.