协同消费对用户可持续消费行为的影响

随着移动互联网时代的不断发展与进步,协同消费模式全面渗透,用户可持续消费行为得到社会广泛关注。本文基于计划行为理论与理性决策理论,探讨了协同消费与用户可持续消费行为的关系,进一步研究了可持续性感知与平台声誉在以上关系中的作用。通过对在线网络共享平台用户的调查研究发现:协同消费对可持续性感知具有显著的正向影响;可持续性感知对用户可持续消费行为具有显著的正向影响,且可持续性感知在协同消费和用户可持续消费行为之间起到完全中介作用;平台声誉在可持续性感知和用户可持续消费行为之间起到正向调节作用,即平台声誉水平越高,可持续性感知对用户可持续消费行为的促进作用就越强。最后,从平台企业积极参与协同消费模式、注重提升自身可持续发展意识与企业平台声誉、激发用户可持续消费行为等方面,为互联网共享平台企业进一步发展提出对策建议。

With the continuous development and progress of the era of mobile Internet and the comprehensive penetration of the collaborative consumption mode,user sustainable consumption behavior has been widely concerned by the society.Based on the theory of planned behavior and rational decision theories,the relationship between collaborative consumption and user sustainable consumption behavior is discussed,and the role of sustainability perception and platform reputation in the above relationship is further studied.Through the investigation of 250 network sharing platform users,the research shows that collaborative consumption has a significant positive impact on the sustainability perception;sustainability perception has a significant positive impact on user sustainable consumption behavior,and the sustainability perception plays a full intermediary role between collaborative consumption and user sustainable consumption behavior.Platform reputation plays a positive regulating role in the relationship between sustainability perception and user sustainable consumption behavior.The higher the platform reputation level,the stronger the promotion effect of sustainability perception on user sustainable consumption behavior.The research puts forward countermeasures and suggestions for the further development of Internet sharing platform enterprises from the aspects of actively participating in collaborative consumption mode,paying attention to promoting their own sustainable development awareness and corporate platform reputation,and stimulating sustainable consumption behavior of users.