Study On App User Behavior Of Taobao Fleamarket In Sharing Economy

With the development of the sharing economy,more and more people begin to accept the sharing model.The sharing economy brings about new changes in the field of consumption.Sharing Economy has brought about new changes in the consumer sector,which has had a strong impact on the original consumption mode and user behavior,and has changed the traditional consumption habits of consumers.In the background of new consumption,the acceleration of the formation of an emerging client,App User of Taobao Fleamarket,has become an important platform for the development of the Sharing Economy.At present,a large number of individuals and e-commerce companies have entered the platform App User of Taobao Fleamarket.whether the mobile Taobao Fleamarket can provide the services users needs,whether the App User of Taobao Fleamarket will bring security risks when trading idle products,and other factors will affect the user's use behavior of Taobao Fleamarket will become an urgent issue to be studied.This paper explores how the idle goods market in the Sharing Economy affects consumers' behavior intentions,which fills the gap in the research on the demand side of the Sharing Economy and further enriches the research in the field of consumer behavior.It has certain theoretical significance.By sorting out and analyzing the literature on Sharing Economy,App User of Taobao Fleamarket and user behavior,combined with the characteristics of Sharing Economy and App User of Taobao Fleamarket,this study draws on the relevant literature and theoretical models at home and abroad,and takes into account the characteristics of potential users in China on the basis of referring to the results of foreign excellent research.In addition,based on the selection of TAM model,two influencing factors,perceived usefulness and perceived ease of use,are retained.Besides,two variables,social impact and perceived risk are added to jointly construct the model of App User Behavior of Taobao Fleamarket and research hypothesis.This paper analyzes the sample data with the methods of literature analysis and questionnaire survey.The research results show that the variables in the theoretical model have direct or indirect effects on the user behavior of the App User of Taobao Fleamarket.Among them,the age and gender characteristics of users have little influence on the user behavior of the App User of Taobao Fleamarket,while the income level has a significant impact on it.Meanwhile,Users think that App User of Taobao Fleamarket can provide services for them,media advertising,friends around the recommendation,will affect the use of Taobao Fleamarket,the impact is more obvious.At the same time,this paper analyzed the importance of perceived usefulness,perceived ease of use,social impact and perceived risk,and pointed out the correlation between them,and proposed five measures to improve users' willingness to use Taobao Fleamarket.They are as follows: Improve user benefit and build a comprehensive sharing ecosystem of App User of Taobao Fleamarket.Reduce the complexity of operation and improve the exposure rate of idle goods.Strengthen brand promotion and improve product safety and service quality.