物质主义与提供者参与分享经济的关系研究--基于社会交换理论的视角

Research on the Relationship Between Materialism and Providers Participating in the Sharing Economy--Based on the Perspective of Social Exchange Theory

【目的/意义】互联网的迅速发展使分享经济成为一种新型商业模式,分享经济增长的潜力在于参与者的增长。拥有物质资源的消费者作为提供者参与分享经济,对经营分享经济的企业发展,提高资源利用率、减少浪费及环境可持续发展等有重要意义。【设计/方法】基于社会交换理论,构建了消费者物质主义对提供资源参与分享经济的关系假设模型,并通过问卷收集数据,运用结构方程对模型及假设进行分析与检验。【结论/发现】(1)经济价值、社会价值及情感价值在消费者物质主义与参与分享经济的关系具有中介作用。(2)不同的物质主义对参与分享经济意愿的作用机制存在差异:工具性物质主义通过经济价值、社会价值及情感价值的完全中介作用,对参与分享意愿产生显著的正向影响;而终极性物质主义对分享意愿有显著的负向直接效应,但通过经济、社会及情感价值的遮掩效应,对参与分享经济意愿产生正向的增强作用。

[Purpose/Significance]The rapid development of the internet has made the sharing economy a new business model.The growth of the sharing economy lies in the growth of participants.As a resource provider,consumers’participation in sharing economy is of great significance to the development of enterprise,improvement of resource utilization rate,reduction of waste and sustainable development of the environment.[Design/Methodology]A model of the influence of consumer materialism on the share intention is constructed based on the social exchange theory.The model and hypothesis are analyzed and verified through structural equations by using a questionnaire survey method.[Findings/Conclusions](1)Economic value,social value and emotional value play a role of mediator between materialism and the sharing intention.(2)Different kinds of materialism have different mechanisms of participation in sharing intention:instrumental materialism has a significant positive impact on sharing intention through the complete mediation of economic value,social value and emotional value.Ultimate materialism has a significant negative direct impact on sharing intention,whereas it has a positive effect on the share intention through the suppressing effect of economic,social and emotional value.