The Intention And Motivation Of Users To Participate In Collaborative Consumption

The sharing economy is an emerging economic model that relies on the Internet and the mobile Internet to share the right to use physical or non-material assets.With the rapid development of information technology,web2.0 and social networks,the sharing economy have gradually penetrated into people's consumption and lives through nine areas,namely economy + transportation,sharing economy + space,sharing economy + finance,sharing economy + knowledge/education,sharing economy + food,sharing economy + medical health,sharing economy + goods,sharing economy + public resources,sharing economy + tasks/services.From the perspective of user behavior,the consumption pattern in which users participate in the sharing economy is called collaborative consumption.Although the industry scale and market scale of domestic collaborative consumption are developing rapidly,as its development is still in its infancy,it has inevitably encountered some problems,resulting in the non-benign development of collaborative consumption stakeholders and the waste of resources.The fundamental reason for restricting the development of collaborative consumption lies in the unclear identification of user needs.Therefore,from the user's point of view,finding the motivation of users to participate in collaborative consumption and identifying the necessary needs and real needs of users are of great significance to cater to the original intention of conserving resources in collaborative consumption and promote the sustainable development of society.Based on the previous research results,this paper makes a more comprehensive definition of the concept of collaborative consumption,and puts forward the distinctive features of collaborative consumption in five aspects of economy,science and technology,ecology,society and institution.Combined with the above five characteristics,this paper proposes motivations users participate in collaborative consumption: economic benefits,convenience,sustainability,sense of belonging and trust.And based on self-decision theory,the motivations are divided into intrinsic motivation and extrinsic motivation,by exploring the mediating effects of external motivation and internal motivation,the internal mechanism of the motivation of users to participate in collaborative consumption decision-making is clarified.In this study,the questionnaire survey method is used to obtain the behavior data of shared bicycle users.After the descriptive statistics and testing the reliability and validity,data were analyzed by structural equation model approach using partial least squares path modelling and mediation effect model approach to conduct the empirical test of the research model.Finally,from the perspective of practical significance,this paper combines the problems existing in the actual collaborative consumption,based on the results of the model,from the perspective of external motivation and internal motivation of users participating in collaborative consumption,such as free use and perfection of products for collaborative consumer enterprises.Product features,building corporate reputation,combining environmental themes,building user communities and other recommendations to avoid waste of resources and promote the sustainable development of collaborative consumption.