分享经济时代协同消费前因机制研究——基于计划行为理论与社会交换理论视角

Research on the Antecedents of Collaborative Consumption in the Sharing Economy Era: A Perspective Based on the Theory of Planned Behavior and Social Exchange Theory

随着分享经济的崛起,协同消费作为一种新兴而独特的资源配置与再分配机制,为供求双方的精准高效匹配和价值共创提供了新的商业模式,然而协同消费的前因机制并未得到现有文献的系统性解释。本文基于计划行为理论,将分享经济中供求双方视为一个分享者整体,分析影响协同消费的一般因素和基本逻辑。进一步基于社会交换理论,将分享者区分为需求型与供给型两类,分析影响协同消费的具体因素和特定逻辑,从而形成嵌套模型。实证研究发现:分享者的行为态度、主观规范和知觉行为控制,通过协同消费意愿能够解释协同消费行为,与需求型/供给型分享者相对应的经济利益、市场供求和系统开放性及其三者的交互作用也能够解释协同消费意愿和行为,表明嵌套模型对协同消费具有较强的解释力。研究结论有助于探究协同消费行为,解析协同消费实践,推动分享经济发展。

With the rise of sharing economy,collaborative consumption,as an emerging and unique resource allocation and redistribution mechanism,provides a new business model for the accurate and efficient matching and value co-creation between supply and demand.However,the antecedents of collaborative consumption have not been systematically explained by the existing literature.Based on the theory of planned behavior,this paper regards both the supply and demand sides in the sharing economy as a whole sharer,and analyses the general factors and basic logic that affect collaborative consumption.Further,based on the social exchange theory,the sharers are divided into two types:demand-oriented and supply-oriented.By analyzing the specific factors and logic that affect collaborative consumption,the nested model is formed.The empirical study found that collaborative consumption attitude,subjective norm and perceived behavioral control can explain collaborative consumption behavior through collaborative consumption intention.Meanwhile,the economic benefits,market supply/demand and openness of the system corresponding to supply/demand-sharers and their interactions can also respectively explain the collaborative consumption intention and behavior.The results show that the nested model has a strong explanatory power for collaborative consumption.The research results help to explore the behavior of collaborative consumption,explain the practices of collaborative consumption,and promote the development of sharing economy.