| dc.description.abstract | Sharing economy is the economic exchange system of reallocating resources. People could join collaborative consumption on Internet by peer-to-peer, such as second-hand transactions, lease, rent, barter, to obtain goods or services from others. Peer-to-peer, and substantially cost reduction in flexible network environment make people not reject the collaborative consumption anymore, in other words, technological advance is an important factor to promote development and growth of sharing economy. The sharing platform’s providers have reliable ability to prevent members from speculative transaction, and people try to build and maintain stable exchange relationship, and the goods or services after transaction meet the specific needs that would lead to participating intention. This research integrates social exchange theory and social support theory to understand whether trust, norm of reciprocity, and social support would affect adoption of the sharing economy, it increases participation intention further.
Collaborative consumption is a bidirectional exchange behavior, meanings of every member of the sharing community just not only provide resources to others, but also get the access to ownership from others by transaction. If the sharing community establish the equal and friendly exchange cycle, members who get good experience in places will create participating intention, willing to continuously join the sharing community, and introduce potential participants to participate in. Therefore, this research use intention to get and intention to offer respectively to realize whether two kinds of behavior intention affect community loyalty.
The target respondents in this research are the people who have collaborative consumption experience on virtual community. 899 effective surveys were collected. After the analysis, the results show that trust and norm of reciprocity will directly affect intention to get and intention to offer. In particular, trust has a positive effect on perceived complexity, and negatively affect intention to offer. Second, According to relationship between norm of reciprocity and participating intention, the result found people are willing to share than receive. Third, social support will directly affect intention to offer, but not affect intention to get. In conclude, based on the result of analysis, this research provide suggestions for future research. | en_US |