共享经济模式下消费者持续共享意愿影响因素研究

Study on the Antecedent Factors of Consumers’ Continuous Sharing Intention under Sharing Economy

基于自我决定理论,运用结构方程模型和Bootstrapping分析方法,探讨了共享态度在参与动机与持续共享意愿间的中介作用,以及消费者创新性对上述中介作用的调节作用。研究发现,影响消费者持续共享意愿的外部动机包括经济动机和有用性动机,内部动机包括社交娱乐动机和可持续动机;有用性动机直接对持续共享意愿产生影响;共享态度在经济、社交娱乐和可持续动机与持续共享意愿间有显著的中介作用;消费者创新性负向调节共享态度的上述中介效应。

Based on self-determination theory and the structural equation modeling and bootstrapping analysis method,this paper examines the mediating roles of sharing attitude in the relationships between participation motivations and continuous sharing intention,and the moderating role of consumer innovativeness in the above mediating effects. Result shows that consumers＇ continuous sharing intention is affected by extrinsic economic and utility motives,and intrinsic social-hedonic and sustainability motives. Utility motivation has a direct effect on continuous sharing intention. Attitude plays mediating roles in the relationships between the other three motivation dimensions and continuous sharing intention and consumer innovativeness negatively moderates these mediating effects.