Study On The Impact Of Customer Perceived Value On Consumer Behavior Intention In Sharing Economy

The sharing economy is a new business model developed under the increasingly mature environment of mobile Internet,LBS technology and third-party payment.Since its inception,it has constantly changed people's way of life.In the sharing environment,the resource suppliers and the resource demand parties make use of the third-party sharing platform to match the information.The resource suppliers improve the utilization efficiency of the stock resources and obtain economic benefits by providing the right to use the idle resources.By purchasing short-term use of resources,resource demand parties meet their own needs,access to more types of resources and transaction costs greatly reduced.Thus,consumer behavior has also shown some new features.China's sharing economy is still at a golden age of rapid growth.It is of crucial importance for the enterprise operators to accurately grasp the consumer's behavioral intentions.By referring to the literature of previous scholars and combining the initiative and willingness of consumers to share in the sharing economy,this paper summarizes the consumer behavior model in the sharing economy as the DERAS model.Drawing lessons from PZB's SERVQUAL scale,the perceived value in the sharing economy is divided into professional value perception,accuracy value perception,empathy value perception,convenience value perception,as well as risk perception.Customer satisfaction serves as a regulatory variable to study the impact of customer perceived value on repurchase intention,positive intention of word of mouth and negative intention of word of mouth,under the two conditions of "satisfied" and,unsatisfied".Finally,through empirical analysis,the conclusion is:First,when customers is in the "satisfied" state,professional value perception,accuracy value perception,empathy value perception and convenience value perception have significant positive impact on repurchase intention.Secondly,when customers are in the"satisfied" state,the professional value perception and empathy value perception have a significant positive impact on the positive word of mouth intention.Thirdly,when customers are in the "dissatisfied" state,the risk perception has a significant positive impact on the negative word-of-mouth intention.Fourthly,when consumers are in the"dissatisfied" state,risk perception does not affect consumer's repurchase intention.According to the conclusion drawn from the research,this paper puts forward the following five suggestions to the business operators in the sharing economy:First,optimize and improve the sharing platform to ensure the value of basic functions.Secondly,strictly control the sharing resources to enhance the basic functional value.Thirdly,service personnel should be trained on a regular basis to enhance the professional value.Fourthly,make good use of data in order to enhance empathy value.Last but not least,strengthen supervision and reduce risk perception.I hope to give business operators some valuable reference.Finally,I illustrate the shortcomings of the research and look forward to the possible research directions in the future.