共享经济下基于消费者行为决策视角的消费者参与协同消费意愿研究

Research on the Consumers'Willingness to Participate in Collaborative Consumption Based on the Perspective of Consumers'Behavior Decision Making Under Sharing Economy

论文基于消费者行为决策视角开展调查研究,分析消费者参与协同消费的意愿及相关影响因素。结果表明,消费者普遍看好协同消费模式的发展前景,对该模式的接受意愿较高。感知易用性、感知经济性、感知愉悦性是影响协同消费接受意愿的驱动因素,而感知风险能够消极影响消费者对协同消费模式的接受意愿。其中,担心个人信息泄露的隐私风险影响最大,而与支付相关的财务风险的影响相对较低。

The paper conducts investigation and research based on the perspective of consumers'behavior decision making.This paper analyzes the willingness of consumers to participate in collaborative consumption and related influencing factors.The results show that consumers are generally optimistic about the development prospect of collaborative consumption mode,and have a high willingness to accept this mode.Perceived usability,perceived affordability,and perceived pleasure are the driving factors that influence the willingness to accept collaborative consumption,while perceived risk can negatively affect consumers'willingness to accept collaborative consumption.Among them,the privacy risk of worrying about personal information leakage has the greatest influence,while the financial risk related to payment has relatively low influence.