Research On The Influencing Factors Of Consumers' Purchase Decision In Sharing Economy

Social phenomena such as technological development,consumption upgrading,environmental degradation and resource shortages have promoted the rise of the sharing economy that set off an economic wave on a global scale,quickly covering all areas of people’s lives.In the past decade,the domestic sharing economy has also entered the growth stage from the initial stage.During the period,the national policies and regulations have been paying attention to the compliance and standardization management of the sharing economic enterprises.At the same time,the capital market is rational.The requirements of the enterprise are more demanding.In this turning point,sharing economic enterprises need to pay attention to the target market,conduct in-depth analysis of consumers,pay attention to user needs,and grasp the characteristics of consumers in order to promote the development of sharing economic enterprises.This paper takes the consumers of the sharing economy as the research object,and builds the path analysis model of the influencing factors of the decision of the sharing economy consumers based on The Planning Behavior Theory Model,The Perceived Risk Theory and The Tntegrated Technology Acceptance Model.The questionnaire was designed on the basis of the model,and the data was collected by combining onl:ine and offline.Data analysis is divided into two major modules.Firstly,the demographic characteristics of the data samples are analyzed by using SPSS 22.0,and the characteristics of the target market consumers are obtained.Secondly,the variance analysis is used to study the perceived differences of consumers with different demographic characteristics.The AMOS 23.0 is used to verify and correct the model,and the path model of each factor affecting consumer decision-making is obtained.The specific conclusions of this study are as follows:(1)The development prospects of the sharing economy are good in the future,and should focus on people’s livelihood issues,such as agriculture,pension,education,medical care and other fields closely related to people’s livelihood.(2)Consumers in the sharing economy present a young,highly educated character,and most of them are students and developed urban groups.(3)Under different demographic characteristics,people’s perceptions of nine variables in the study,such as benefit expectations,hard work expectations,and cultural background,are different.(4)The factors affecting the purchase decision of sharing economic products are as follows:The cultural background of consumers has a significant positive impact on the expectations ofbenefits and social impacts.The expectation of benefits and the expectation of efforts have a positive impact on consumer attitudes.Subjective norms of consumers,subjective norms and attitudes have a positive impact on consumers’intentions,and intentions are positively affecting consumers’purchasing behaviors.At the same time,perceived risks have a negative impact on consumers’purchasing behaviors.According to the macro background of the sharing economy and the personality characteristics of consumers,this study proposes the following suggestions for sharing economic enterprises:(1)Grasping the real problems and solving the pain points of users;(2)Returning to the nature of sharing,focusing on resource conservation;(3)Reducing The threshold of operation is universal and sharing consumption.This paper empirically analyzes the factors affecting the decision－making of the sharing economy and its path,enriches the research on the purchasing decision path of the sharing economy consumers,and enriches the research results of the sharing economy consumers,and based on the research conclusions to the sharing economy.The company has put forward appropriate and feasible operational recommendations,which is conducive to the overall good development of China sharing economic industry.