Research on Sharing Intention Formation Mechanism Based on the Burden of Ownership and Fashion Consciousness

The sharing economy has become an important business model for China to promote energy conservation and emission reduction, improve the utilization efficiency of social resources, promote green and sustainable development, and achieve high-quality economic development. How to improve the willingness of individuals to share underutilized resources with others is becoming an urgent problem for enterprises and academia. Although current research on the sharing economy provides insights into users’ perspectives, little attention has been given to the comprehensive investigation of the sharing intention of individual service providers. Based on the motivation—opportunity—abilities (MOA) theory, we analyze the influencing factors and boundary conditions of individual resource sharing intention by taking new consumer groups as research samples. The results reveal that the sharing intention of individual service providers depends on their customized service capability, economic motivation, and perceived ease of use. Furthermore, the burden of ownership and fashion consciousness will further influence the sharing intention of individual service providers. This discovery provides theoretical basis for the development of an enterprise sharing economy and government guidance, and enriches the theoretical research on the sharing economy