Research On The Influencing Factors Of Participate Intention In Sharing Economy

With the change of people's consumption concept and the promotion of Internet technology,the new business model of sharing economy has developed rapidly.The new economic form affects all aspects of people's lives,subverting the old mode of thinking,bound to bring great changes.Scale effect exists in sharing economy,only enough resources' providers and consumers participate in it can make the supply and demand in balance,forming an effective cycle.In order to encourage more providers and consumers to participate in the sharing economy,it is necessary to study the factors that influence the intention of their participation.In addition,how change of product or service providers will affect consumers,and what the characteristics of providers are,are all the contents of this paper.In the basis of the review of relevant theories on sharing economy and behavior intention,combining with the connotation and characteristics of sharing economy,taking car-hailing as an example,this paper constructs model of provider's participate intention based on perceived value theory,and constructs model of consumer's participate intention based on TPB,proposes 5 and 7 research hypotheses,and collects 309 questionnaires about car drivers,366 questionnaires about car passengers to analyze.Through an empirical research,this paper explores the driving factors of provider and consumer's participate intention in sharing economy,and the result shows that:In the model of provider's participate intention,resource utilization,perceived economic benefits and flexibility of working time constitute of perceived benefit;perceived cost,perceived resource depletion and perceived risk constitute of perceived lost;perceived benefit and perceived lost significantly influence perceived value and perceived value significantly influence the participate intention;perceived benefits and perceived lost can also directly influence participate intention,in which the perceived value effects as a intermediary.In the model of consumer's participate intention,perceived usefulness,perceived value-for-money and trust significantly influence attitude;perceived resource availability and perceived ease of use significantly influence the perceived behavior control;attitude and perceived behavior control significantly influence the participate intention.This paper enriches the application fields of perceived value theory and the TPB,explores the behavior of provider and consumer in sharing economy,provides ideas and direction for further research,and also put forward some reference suggestions for platforms of sharing economy.