分享平台消费参与的影响因素与政策设计

The Influencing Factors and Policy Design of Consumer Participation in Sharing platform

平台经济为高质量创新发展提供了新动能。研究不同分享平台模式下消费者参与意愿的影响因素,既能丰富分享平台消费参与动机的理论研究,也能为不同分享平台发展提供理论指导。本文以网上约车、网上订餐以及网上订房为例,通过问卷调查收集数据并利用多项Logit模型研究分享平台消费参与的意愿程度及其影响因素。研究发现,影响分享平台消费参与意愿的因素主要有成本感知、个人利得和风险感知等,但各因素对不同分享平台的影响程度具有异质性。因此,可以通过完善分享平台客户交互体系、双边消费者信用评价机制、构建分享平台自身声誉评价体系、规范分享平台的创新创业行为以及加强分享平台的安全监管力度来增加分享平台的消费参与程度。

Sharing economy provides new momentum for high-quality innovation-driven development. Studying the influencing factors of consumers’ willingness to participate in different sharing platforms can not only enrich the theoretical research on the motivation of consumers’ participation in sharing platforms, but also provide theoretical guidance for the development of different sharing platforms. Taking online car booking, online meal booking and online room booking as examples, this paper collects data through questionnaires and uses multiple logit models to study the consumer participation willingness of sharing platform and its influencing factors. The results document that the main factors affecting the willingness to participate in consumption of sharing platforms are cost perception, personal gain and risk perception, but the impact of each factor on different sharing platforms is heterogeneous. Therefore, improving the sharing platform customer interaction system and bilateral consumer credit evaluation mechanism, building the reputation evaluation system of the sharing platform itself, standardizing the entrepreneurship behavior in the sharing platform, and strengthening the security supervision to increase the consumer participation of the sharing platform are necessary.