共享经济下消费者购买意愿分析——基于协同消费理论视角

Analysis of Consumer Purchase Intention under Sharing Economy——Based on Collaborative Consumption Theory

当前共享经济以其"创新、协调、绿色、开放、共享"的理念,推动了国内供给侧改革和大众创业万众创新的发展。然而现有文献对传统消费者购买意愿和网络消费者购买意愿的影响因素进行了大量分析检验,却鲜有学者研究共享经济这个新兴起的消费模式下消费者购买意愿的影响因素。基于协同消费理论,并将其中群聚效应、闲置资源、社会认同、对陌生人的信任四个维度进行量表分析,得出协同消费理论四个要素均对消费者购买共享经济产品和服务的购买意愿显著正相关,该结论在分性别和分年龄样本下保持稳健。

The current sharing economy with its ＂innovation, harmony, green, open, sharing＂ concept, promote the devel- opment of the domestic supply side reform and innovation of the public entrepreneurship. However the existing literature on the influencing factors of the traditional consumer pur- chase intention and consumer＇s will.ingness to buy by a large amount of analysis, but few scholars study the influencing factors of consumers＇ purchase intention under sharing e- conomy mode. Based on the theory of collaborative con- sumption, make the scale analysis from the four dimensions of cluster effect, idle resources, social identity, and trust in strangers. It gets the conclusion that the four elements of collaborative consumption theory show a significant positive correlation between willingness to buy products and services, and the results remain robust across gender and sub age samples.