Research On The Influencing Factors Of Users' Willingness To Share Idle Resources

As a new economic model,the prevalence of the sharing economy has profoundly affected people's consumption concept,and made people realize that the right to use the items obtained through sharing is green,efficient,low-cost and sustainable.With the rapid development of mobile internet technology,users are no longer a single consumer,but can participate in the sharing economy as the idle resource supplier.Individuals directly establish idle resource supply and demand relationships through the platform,making online leasing and line.The sharing model of consumption has become a popular trend.At present,there is not much research on the behavior of users sharing idle resources in domestic academic circles.In real life,the most common consideration in sharing platforms is how to attract consumers to rent idle items of enterprises.Therefore,this paper based on the user's willingness to share idle resources.On the one hand,it can improve the user behavior research in the sharing economy,on the other hand,it can help the sharing platform to understand the sharing behavior of users more deeply,which is important for promoting the development of the platform.significance.Based on literature research,exploratory case study and structural equation model analysis,this paper constructs a hypothetical model of users' willingness to share idle resources and verifies it to draw conclusions and recommendations.Firstly,this paper combs the relevant literatures of sharing economy,idle resources and sharing willingness,and reviews the sharing economic model,the definition and disposal methods of idle resources,the related influencing factors of users' sharing willingness,finding that users are explored based on the supply side perspective.There are not many researches on sharing behaviors,and the lack of actual sharing of idle resources by domestic users is the basis.Therefore,this paper uses the exploratory case study method to conduct in-depth interviews on the selected objects to obtain first-hand interview data,and then combine the root coding,spindle coding and selection coding with the rooted theory coding method to mine users to share idle.The resource method participates in the specific behaviors and related impact factors in the shared economy,and makes reference to the user participation behavior theory and the perceptual value theory,and makes assumptions about the relationship between the impact factors,thus constructing a theoretical model of user sharing willingness.In this paper,448 sample data were obtained by online questionnaire survey.The validity and consistency of the questionnaire were verified by the reliability and validity test,and the structural model was tested by AMOS.The results show that cognitive behavior,functional behavior and emotional behavior in user participation behavior have an effect on perceived value,and perceived value has a mediating effect on the influence of participation behavior on the willingness to share idle resources.Finally,based on the results of empirical analysis,this paper puts forward relevant suggestions for the normative development of China's shared platform,and looks forward to the future research direction and content.