共享服务消费者参与意愿影响因素研究

Influencing Factors of Consumers' Willingness to Participate in Sharing Service

基于技术接受模型、感知服务质量模型、专家和用户调研数据,建立共享服务消费者参与意愿影响因素模型。模型的外部变量是共享服务的响应性、共享服务的可靠性和共享服务的移情性,内生变量是感知易用性和感知有用性。运用相关分析和回归分析技术对问卷数据进行实证研究。研究发现,共享服务的感知有用性和感知易用性直接正向影响共享服务的消费者参与意愿,共享服务的响应性、可靠性与移情性通过感知有用性与感知易用性间接正向影响共享服务消费者参与意愿,共享服务的感知易用性通过共享服务的感知有用性间接正向影响共享服务消费者参与意愿。基于研究结论,为共享服务企业提出了优化服务的若干建议。

Based on the technology acceptance model,SERVQUAL model,and research data from users,a model of the influencing factors of consumers′willingness to participate in sharing economy is established.External variables of the model are the responsiveness of the sharing service,the reliability of the sharing service,and the empathy of the sharing service;its endogenous variables are perceived ease of use and perceived usefulness.By using correlation analysis and regression analysis for empirical research on the data of questionnaire,the study finds that perceived usefulness and perceived ease of use have directly positive effects on consumers′willingness to participate in sharing service.Meanwhile,responsiveness,reliability and empathy positively affect consumers′willingness to participate indirectly via the perceived usefulness and perceived ease of use.Also,perceived ease of use influences consumers′willingness to participate indirectly through perceived usefulness in a positive way.Based on the research results,some relevant suggestions on optimizing service are put forward for sharing economic enterprises.