Factors Impacting Consumers’ Sharing Behavior under Sharing Economy: A UTAUT-Based Model

Sharing economy is emerging gradually in China, which is a field worth studying, especially the use behavior of participants in e-commerce background. Based on the UTAUT model, this research considers the characteristics of sharing economy and establishes the basic framework of influencing factors of sharing behaviors. It takes P2P sharing riding as an example to do some empirical analysis through Smart PLS and SPSS PROCESS. It explores the influencing factors of participation behavior, the mediation effect of sharing intention. The study finds that performance expectancy, effort expectancy, social influence have significant positive influence on the sharing intention. The facility condition, social entertainment motivation and sustainable motivation have significant positive influence on the sharing behavior through the mediation of sharing intention