Research on Customer Sharing Economy Service Development Pattern and Countermeasures

The rational choice theory is applied to determine consumer usage attitudes and norm intents in the sharing economy. Sharing economy, an economic activity where individuals share products currently available to them, has received increased attention since the global economic crisis. The main objective of the article was to demonstrate and prove the role of the sharing economy in integrating local communities as well as in improving the quality of life of urban residents. Data were collected from Chinese and consumers were asked to complete a survey about their experience with the use of sharing economy sharing services. The study involved the answering of a structured questionnaire by 390 adult consumers across China, and statistical analysis using SPSS version 21.0 was performed. The sharing economy is an alternative model of consumption entered around an access to given goods without the need to possess it. The concept fits excellently into the ideas that are at the core of the social economy. In the construct of rational behavior theory, consumption patterns were higher than usual. Researchers determined that participants with experience using a sharing economy service were more likely to have a higher intention to use a sharing economy service than those without experience. Sharing economy participation and value were higher than usual among consumers, according to the study. Additionally, the intention to use the sharing economy increased, as did subjective norms, attitudes toward the sharing economy, participation in the sharing economy, emotional benefits of participating in the sharing economy, and values assigned to the sharing economy. The research confirmed that the sharing economy, as a form of social innovation, influences the improvement of the quality of life. A stable economic policy and information on the sharing economy for consumers, as well as consumer policies, are expected to promote the sharing economy.