earticle

영어

Sharing economy is now becoming a crucial economic activity for individuals in all parts of China. As a leader in sharing economy, China is undergoing rapid growth with the support of the central government, which plays an active role in the nation‘s economic development. Many companies in China enter the sharing economy market every year, however, not all are successful. This demonstrates that the boom in sharing economy does not guarantee success for new entrants. Unfortunately, many companies that participate in a sharing economy focus only on strategies and business models that have shown success and ignore the factors behind why some companies fail. Such logical errors foster a dangerous belief that a sharing economy provides high returns for all participants. The two main factors that determine whether a business is successful or not are consumer satisfaction and sustainable intension. This study examines the attractiveness of a sharing economy and its correlation with the intention to use car-sharing services to suggest the future direction of sharing economy. A survey was conducted with 448 users of China's vehicle-sharing services in Tianjin and five surrounding areas, which was followed by an empirical analysis. The analysis results indicated that user convenience, economic benefits, social relationships, and ecological environment affected sustainable usage intention, whereas the risks perceived by service users did not seem to have noticeable effects. This is due to the fact that the benefits of a sharing economy outweighs the potential security and safety risks of using sharing services, such as the potential exposure of personal information or the risk of physical harm. In addition to convenience and economic benefits, a sharing economy offers social and ecological benefits to collaborative consumers. This study has significance in the sense that it proposes alternative suggestions for the sound development and qualitative growth of sharing economy.