Comparative Analysis Of Consumers'Attitude To The Sharing Economy In Yakutia And Heilongjiang Province

Background of the study.It's no secret that the 21 st century is the century of digital technology.Internet,mobile communications,high technology are developing at an accelerating pace.The quality of life also develops,and the average life expectancy of a person lengthens.In the near future,the planet will be overpopulated by human beings,and then humanity will face such problems as a global shortage of free space,a shortage of resources,ecosystem loading,etc.However,in 2008,a new model of the economy appeared,which combines the results of technological progress and the solution of problems associated with the overpopulation of the Earth-The Sharing Economy.However,nowadays the Sharing Economy is still in its infancy.For this reason,this topic needs to be comprehensively studied,including consumer behavior.Because consumers are one of the main elements of the economy as a whole.The purpose of this study is to study consumers' attitudes towards the Sharing Economy on the example of the Republic of Sakha(Yakutia)and Heilongjiang Province.The theoretical significance of this study will be a specific study of the direct impact of awareness of the Sharing economy on consumers' attitude,especially in relation to the goods and services of the Sharing economy,mediated by price and quality,as well as consumer demographic data in Sakha republic and Heilongjiang province.Practical significance.At the end of this study,several practical suggestions will be made for some groups of society.Such as a consumer society,a sharing economy offers a lot of options and products at affordable prices,as well as many opportunities,so consumers should be aware of the Sharing economy.Recommendations will also be given to Russian and Chinese manufactures of goods and services of the Sharing Economy.Moreover,the researchers are going to give practical recommendations to the governments of both countries.Master's thesis consists of: ?ontents,four chapters,conclusion,references and appendixs.The first chapter shows an introduction.The second chapter is devoted to the structure of the theoretical model.The third chapter describes questionnaire design and data collecting.And the fourth chapter introduces the discussion of hypotheses testing results and suggestions.In this study,the authors collected data using a questionnaire in which 330 respondents eventually participated,of which 30 respondents were interviewed for a preliminary test of the questionnaire.In total,there were 24 questions in the questionnaire,which were divided into 5variables: awareness,attitude,price,quality and demography.Next,the researchers analyzed the main and mediating effects,using descriptive,relevant,and regression analyzes.This was followed by discussion,theoretical contribution,practical recommendations,the research limitations and outlook.In the course of this research,after all analyzes,the authors found the following results:1.Consumer awareness of the Shared Economy has a direct positive effect on the attitude of consumers to the goods and services of the Shared Economy.2.The study also found that the price and quality of a product or service has a significant relation with consumer attitudes.3.Last,this study showed that consumer demographics have a negative correlation with other variables.Finally,the researchers gave advice and possible solutions for society and further studies on the study of the sharing economy and consumer attitudes towards it.