Research On The Construction And Simulation Of Service Sharing Willingness Enhancement Model From The Perspective Of Service Provider

Owing to the uninterrupted emergence of sharing platform,the construction of a more userfriendly and greater user accessible platform has become the major development goal for platform enterprises.Therefore,the focus of this paper is on the exploration of influencing factors affect user's adoption of a platform in the process of using it and ways to enhance user's willingness of using sharing services.By combining TAM and TOE models,an empirical analysis was conducted.After identifying the influencing factors,a service sharing willingness system dynamics model from the perspective of platform provider was constructed.By using Vensim,simulation was conducted by adjusting major factors and observing their influence over the total number of users.Eventually,this paper put forward suggestions and advices on promoting the willingness of adopting sharing services.This paper analyzed the major influencing factors of the development of sharing platforms by combining TAM and TOE models,and analyzed influencing factors through three perspectives,namely,technology,organization,and environment.By questionnaires issued in pretest,safety and convenience of technology were adopted as technical factors,trend pressure and competition pressure were selected as environmental factors,and individual cognition and organization communication were chosen as organizational factors.Questionnaires were adopted to conduct empirical analysis which proved that the identified influencing factors can directly or indirectly exert influence over users' willingness to use.The factors obtained from empirical analysis provided a foundation for the construction of system dynamics model for the operation of sharing platform.To elevate the number of platform users,platform operators carries out innovations and creations of the function of the platform by collecting and analyzing user's feedback information.This paper integrated influencing factors obtained from empirical studies into the platform operation process and produced a causality circuit diagram.Afterwards,degree of influence of these factors were determined.The result of the system dynamics simulation was analyzed from three aspects of service provider,which are the amount of functions,the innovation in function,and the creation of functions.The result showed that when the amount of functions was 100% higher than the original setting,the number of users would be greatly reduced and the constant functional innovation would greatly increase the number of users.For function creation,at the early stage of the release of new functions,the number of users would experience a great leap in amount,whereas,as time went,the number of users would descend,but the total number of users would still be higher than the original setting.Therefore,to promote users' willingness of using sharing services,platform providers should give considerations in technology,environment,and organization while conducting function innovation and function creation so that user's willingness to adopt sharing service could be promoted.