【作者】 李春雷；

【导师】 袁勤俭；

【作者基本信息】 南京大学 ， 情报学， 2017， 硕士

【摘要】 自2010年被首次明确提出以来,共享经济迅速地渗透进入交通出行、住宿、金融和人力资源等行业,并以“行业搅局者”的姿态实现不容小觑的业务规模,既受到商业资本的追捧,又收获了来自媒体、公众和各国政府的关注与重视。因此,系统严谨地对共享经济这一被寄予厚望的经济现象进行学术研究的重要性自然也不言而喻。通过对共享经济领域文献的回顾与梳理,本研究发现该领域中围绕共享经济的内涵、商业模式和规制的研究已经相对成熟并被成功地运用到商业实践之中,而消费者行为相关的研究尚存在不少改进空间。例如,现有成果多关注消费者参与共享经济意愿,鲜少从信息技术角度研究消费者使用共享经济平台的意愿;又如,消费者行为及意愿影响因素的研究中反映产品及服务特质差异和消费者所处场景差异的研究不足;另外,现有共享领域研究缺乏着眼于东方文化环境的研究,行业背景也主要分布在交通出行和住宿领域。为了丰富共享经济领域现有研究的多样性,本研究以理性行为理论、技术接受模型、感知风险理论和信任理论为基础理论,并引入涉入理论中的购买决策涉入度以反映产品及服务的特质差异和消费者所处的场景差异,提取当前活跃共享经济平台的核心功能机制设计,构建消费者使用共享经济平台意愿受平台功能机制设计和消费者自身感知因素影响的假设模型。在实证环节,本研究运用正交实验设计方法生成16种调查情境,并通过情境式问卷调查方法回收205份问卷样本,分别使用结构方程模型和多元回归分析验证了消费者感知因素影响其使用共享经济平台意愿的相关假设、共享经济平台功能机制设计影响消费者感知因素的相关假设。实证结果显示:消费者使用共享经济平台的意愿受消费者对平台的信任、感知有用性、感知易用性和愉悦性的直接正向作用,受感知风险的直接负向作用,消费者的个人风险偏好干扰调节感知风险的负向作用,个人信任倾向正向影响平台信任;信用甄别机制会增强消费者的平台信任和感知有用性,降低感知风险;高级供需对接功能会增强感知有用性和感知易用性;社交互动机制削弱感知风险并降低感知易用性,同时购买决策涉入度对后者存在干扰调节;量化激励机制与购买决策涉入度共同对感知有用性施加交互效应;购买决策涉入度正向影响感知风险,同时也会对消费者愉悦性和主观规范产生影响,这种影响受到高级供需对接功能、社交互动机制和量化激励机制的调节。本文的贡献之处在于:结合理性行为理论、技术接受理论、信任理论、感知风险理论和涉入理论研究了共享经济平台功能机制设计、消费者感知和使用意愿之间的影响关系,为后续共享经济领域中聚焦于平台的研究提供了“平台机制——消费者感知——使用意愿”的研究框架;关注购买决策涉入度这种以往受到忽视的涉入因素,借此反映消费者的决策场景,并通过情境式问卷的调查方法对受访者的购买决策涉入度进行控制;基于实证基础,结合行业实践和学界观点对共享经济平台提出管理启示。例如,共享经济平台不仅应引入第三方征信数据以设置相应信用甄别机制,还应积极参与到互联网征信体系乃至社会信用体系的建设中,从而规范用户尤其是消费用户在共享经济平台中的使用行为;社交互动机制并非万金油,共享经济平台应当结合自身产品服务的特点和用户的消费场景,并深入地理解核心用户的人群特征和兴趣爱好,决定是否设置社交互动机制;为提高平台的供需对接功能和完善消费用户的使用体验,共享经济平台应提升对共享产品信息的管理能力和产品信息展示能力,借助技术手段在搜索体验和个性化推荐精准度方面寻求突破,同时通过技术和制度手段对交易质量负责;共享经济平台还应关注用户的人文诉求,如积极正面的情感公关,在平台设计中向用户传达平台价值观并帮助用户获得认同。更多还原

【Abstract】 Achieving remarkable market scale,being sought after by international capital and gaining attention from the media,the public and national governments,sharing economy has been developing dramatically in areas such as transportation,accommodation,finance and human resource,since first claimed in 2010.Therefore,it is obviously of vital importance to look into sharing economy academically.A literature review shows rather mature achievements on sharing economy research focused on concept,business model and regulation as well,while research on consumer behavior remains to be perfected.For instance,most scholars focused on the consumer intention to attend the sharing economy instead of the intention to use a certain sharing economy platform.Second,factors studied by now failed to reflect characters of products or service shared,neither the consuming situation.Also,most studies employ cases from transportation and accommodation,with background set in western context.For the purpose to enrich the research in this field,the current study utilize theories including Theory of Reasoned Action,Technology Acceptance Model,Theory of Perceived Risk,Theory of Trust as well as Theory of Involvement which is employed to reflect characters of the objects shared and consuming situation.A series of mechanism and functions is summarized from active sharing economy platforms and a hypothesis model is built to show how platform design influence consumer perception factors and decide the intention to use the platform in turn.In the empirical procedure,orthogonal experiment design method is employed to generate 16 scenarios and scenario-based questionnaire is distributed to conduct the survey.205 valid samples are collected and theory hypothesis are tested by Structure Equation Model and Multiple Linear Regression Analysis.As is shown in the empirical research,consumer intention to use a sharing economy platform is positively influenced by trust to the platform,perceived usefulness,perceived ease of use and enjoyment,negatively influenced by perceived risk with personal risk preference moderated.Trust to the platform can be influenced by personal trust intention.Credit screening mechanism(CSM)can improve trust and perceived usefulness,and reduce perceived risk;advanced connecting function between supply and demand(ACFSD)can improve perceived usefulness and perceived ease of use;social interaction mechanism(SCM)can reduce personal risk and perceived ease of use,while the latter on is moderated by involvement with purchase decision;quantified incentive mechanism(QIM)and involvement with purchase decision have an interaction effect on perceived usefulness;involvement with purchase decision positively influences perceived risk,and also influences enjoyment and subject norm with moderation effect by ACFSD,SCM and QIM.The current study contributes to sharing economy study in the following aspects.First of all,the relationship among platform design,consumer perception and intention to use a sharing economy platform is studied based on theories including Theory of Reasoned Action,Technology Acceptance Model,Theory of Perceived Risk,Theory of Trust as well as Theory of Involvement.The research logic of"platform design-consumer perception-behavior intention" is created for follow-up research concerning sharing economy platform.Secondly,involvement with purchase decision is paid attention and is employed to reflect consuming situation.The involvement is controlled by scenario-based questionnaire.Last but not least,a series of business implication is discussed.It is suggested that sharing economy platforms commit to build the social credit system instead of simply introducing third-party data for the purpose to regularize user behavior.Platforms are supposed to set moderate social interaction considering characters of product and service shared,consumer characters and their consuming context.To improve the ability of connecting supply and demand,platforms should focus on how to manage product information in the background and display it efficiently,and also seek breakthrough in searching service and personalized recommendation.Sharing economy should also pay attention to meet consumers’ emotional request.更多还原