分享经济消费模式偏好对商业分享系统社区认同及顾客忠诚影响研究

分享经济的核心特征之一是不涉及产品所有权转移的消费模式,从消费者视角可称为非所有式消费模式,这种模式之下消费者与产品的关系、消费者与其他消费者之间的关系感知相对于传统的购买模式有所不同。本文探讨该消费模式之下的消费者心理感知与行为;具体而言,研究了非所有式消费模式偏好对商业分享系统的社区认同与顾客忠诚的影响。本文收集了中国北京、上海、广州、深圳四个城市的消费者数据,采用中介效应与调节中介效应模型进行数据分析,发现非所有式消费模式偏好对商业分享系统的社区认同、顾客忠诚均有正向影响;且产品类别、先前经验在这一关系链条之中发挥调节中介效应。该结果意味着在商业分享系统之中,消费者与其他消费者之间的关系感知受到了这种消费模式的特定影响,此外,在不同商业分享系统中,这种影响存在系统性差异。本文探讨了这些发现的理论和实践启示。

Effects of Consumption Mode Preference in Sharing Economy on Community Identification and Customer Loyalty towards Commercial Sharing System

One of the core characteristics of sharing economy is the consumption mode which doesn’t involve transfer of ownership. From consumer’s perspective,this type of consumption mode features in its non-ownership. Consumer-object relationship,consumerconsumer relationship can be different from traditional consumption mode in this non-ownership-transfer mode. The current research discusses the specific features of consumer psychological perception and behaviors. Specifically,this research focuses on the influence of preference for non-ownership on community identification and consumer loyalty towards commercial sharing system. This study collects consumer data from Beijing,Shanghai,Guangzhou and Shenzhen. Mediation and moderated mediation analyses are employed to perform data analysis. Results reveal positive effects of preference for non-ownership on community identification and loyalty. Besides,product category and prior experience moderate the mediation effects. These results indicate that consumer-consumer relationship is affected by the specific type of non-ownership consumption mode. Moreover,systematic differences exist in different types of commercial sharing systems. This study also discusses the theoretical and practical implications of these results.