Research On The Antecedent Factors Of Consumers’ Continuous Intention To Participate In The Sharing Economy

In recent years,information technology has driven the rapid development of cloud computing,big data,Internet of things and mobile Internet,making it possible for individuals to precisely match each other point-to-point,and giving birth to a disruptive new business model--sharing economy.In the sharing economy,consumers can satisfy their needs by purchasing the right to use rather than the ownership,which greatly reduces the purchase cost.Internet technology also provides a great variety of possibilities for the selection of sharing products and services.At present,the sharing economy has been involved in all aspects of people’s daily life,providing great convenience and changing people’s consumption concept and lifestyle.However,at present,domestic and foreign scholars have little research on consumers’ continuous intention to participate in the sharing economy.It is of great significance to find out the influencing factors of consumers’ continuous participation in the sharing economy for enterprises to improve consumers’ participation and promote the full utilization of social idle resources.In this study,the concept of the sharing economy is strictly defined.By comparing sharing economy with traditional economy,comparing C2 C business model with B2 C business model of the sharing economy,the concept connotation and research boundary of the sharing economy are further clarified.Based on the ECM-ISC and UTAUT,considering the characteristics of the sharing economy and the results of interviews,perceived usefulness is divided into perceived economy and perceived convenience,and perceived risk variables and social influence variables are introduced to construct a theoretical model of influencing factors of consumers’ continuous intention to participate in the sharing economy.Empirical analysis shows that expectation confirmation,satisfaction,perceived convenience,social influence are all incentives to influence consumers’ continuous intention to participate in the sharing economy,while perceived risk is an obstacle to consumers’ continuous intention to participate.Perceived economy has no significant effect on satisfaction and consumers’ continuous intention to participate.Finally,suggestions on ways to improve the consumers’ continuous intention to participate in the sharing economy and to promote the development of China’s sharing economy are put forward.The research makes up for the shortcomings in the sharing economy existing research,verifies the applicability of the ECM-ISC in the field of sharing economy,expands the model and enriches the existing research.