共享经济模式下消费者持续共享意愿影响因素研究

被引：11

作者：

梁晓蓓

江江

机构：

[1] 同济大学经济与管理学院

来源：

软科学 | 2018年 / 32卷 / 09期

关键词：

共享经济; 参与动机; 共享态度; 持续共享意愿; 消费者创新性;

D O I：

10.13956/j.ss.1001-8409.2018.09.23

中图分类号：

F713.55 [商业心理学、市场心理学]; F724.6 [电子贸易、网上贸易];

学科分类号：

040203 ; 1201 ;

摘要：

基于自我决定理论,运用结构方程模型和Bootstrapping分析方法,探讨了共享态度在参与动机与持续共享意愿间的中介作用,以及消费者创新性对上述中介作用的调节作用。研究发现,影响消费者持续共享意愿的外部动机包括经济动机和有用性动机,内部动机包括社交娱乐动机和可持续动机;有用性动机直接对持续共享意愿产生影响;共享态度在经济、社交娱乐和可持续动机与持续共享意愿间有显著的中介作用;消费者创新性负向调节共享态度的上述中介效应。

引用

页码：103 / 107

页数：5

共 12 条

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