A Stury On Influence Factors Of Consumer Participation In Collaborative Consumption

Collaborative Consumption is a kind of economic models whose main form is sharing, exchanging, business trading or lease with product’s use rights instead of purchasing them. Recently, Collaborative Consumption has increasingly penetrated into our life, and more and more academic scholars studied about cases of collaborative consumption. Based on the previous research results and theoretical review, this study further explains the concept and scope of Collaborative Consumption. Besides, on the basis of Innovation Diffusion Theory, Technology Acceptance Model (TAM) and its evolution models and other related theories, this study has established a model about influence factors of consumer participation in Collaborative Consumption. The main method is to collect data through questionnaires and to make a data analysis of obtained data. The study has shown that1. Job Relativity (JR), Output Quality (OQ) and Social Influence (SI) have a positive influence on Perceived Usefulness (PU) of Collaborative Consumption consumers.2. Social Influence (SI) has a positive influence on Perceived Ease of Use (PE) of Collaborative Consumption consumers.3. Perceived Usefulness (PU) and Perceived Ease of Use (PE) have a positive influence on Participating Intentions (PI) of Collaborative Consumption consumers, and Perceived Risk (PR) and Perceived Cost (PC) have a negative influence on Participating Intentions (PI) of Collaborative Consumption consumers.4. Participating Intentions (PI) and Facilitating Contributor (FC) have a positive influence on Actual Paricipation (AP) of Collaborative Consumption consumers.Finally, based on these research findings, this study proposes specific measures and methods about how to promote consumers to participate in collaborative consumption.