关于消费者参与协同消费的影响因素研究

发布时间：2018-10-22 09:23

【摘要】：协同消费(Collaborative Consumption)是用于描述基于分享、交易、商业贸易或租赁产品使用权来代替购买的经济模式。近年来,协同消费概念越来越多的进入我们的生活中,学术界关于协同消费的案例研究也成增长趋势。本研究基于前人相关研究成果和理论评述,进一步阐释了协同消费的理念和涉及范围。此外,本研究依据创新扩散理论、技术接受模型(TAM)及其演化模型等相关理论模型建立关于消费者参与协同消费的影响因素模型；主要通过问卷回收的方式收集数据,并将回收数据进行分析研究。研究结果表明： 1.协同消费的工作相关性、产出质量和社会影响对消费者关于协同消费的感知有用有显著的正向影响； 2.协同消费的社会影响对消费者关于协同消费的感知易用有显著的正向影响； 3.消费者关于协同消费的感知有用和感知易用对于消费者的参与意向有显著的正向影响,而消费者对协同消费的风险感知和成本感知则对其参与意向有显著的负向影响； 4.消费者的参与意向及相关促成因素对消费者实际参与协同消费有显著的正向影响。 ‘最后,根据以上研究成果,本研究又提出关于如何促进消费者参与协同消费的具体举措和办法。
[Abstract]:Collaborative consumption (Collaborative Consumption) is used to describe an economic model based on sharing, trading, commercial trade, or leasing the right to use a product instead of buying it. In recent years, the concept of cooperative consumption has come into our life more and more, and the case study of collaborative consumption has also become an increasing trend. Based on the previous research results and theoretical comments, this study further explains the concept and scope of collaborative consumption. In addition, based on the innovation diffusion theory, technology acceptance model (TAM) and its evolution model, this study establishes the influencing factors model of consumer participation in collaborative consumption. The recovery data are analyzed and studied. The results show that: 1. The work relevance, output quality and social impact of collaborative consumption have significant positive effects on consumers' perceived usefulness; 2. The social impact of collaborative consumption has a significant positive impact on consumers' perceived ease of use of collaborative consumption; 3. Consumers' perceived usefulness and ease of use of collaborative consumption have a significant positive impact on consumers' intention to participate, while consumers' perception of risk and cost of collaborative consumption has a significant negative impact on their intention to participate. 4. Consumer participation intention and related contributing factors have a significant positive impact on consumers' actual participation in collaborative consumption. Finally, according to the above research results, this study also puts forward the specific measures and methods of how to promote consumer participation in collaborative consumption.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F224;F713.5

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