大学生对共享汽车的消费意愿与行为研究

AbstractAt the beginning of the 21st century,with the advent of the mobile Internet era,theconcept of the sharing economy gradually entered the public eye.From sharing short rents tosharing travel,the development of the sharing economy has gradually extended to thetraditional market segmentation.Especially in the field of shared travel,following the wave ofshared bicycles and shared taxis,shared cars have also set off waves in the market.As thefinal form of electrification,intelligence,e-commerce and sharing in the automobile industry,shared cars can greatly improve the problems of resource shortage,serious environmentalpollution,traffic jams,and waste of idle resources encountered at the current stage in theautomotive field.In recent years,with the development of Internet technology,the sharingplatform has shown a vigorous development in the sharing car promotion activities,especiallythe sharing car into the campus project has been loved and sought after by many students.This article will take college students as an example to discuss the impact mechanism ofcollege students on the willingness and behavior of shared car consumption.Throughconstructing models,proposing hypotheses,issuing and collecting questionnaire data,conducting hypothesis verification to find that the perceived price and perceived risk have animpact on college students 'shared willingness Behavior has a significant negative impact,andthe negative impact of perceived risk is greater than the perceived value;subjective norms,environmental awareness,operating models,customer service,perceived usefulness,andperceived ease of use positively affect college students 'willingness to consume shared carsAnd behavior,and the significance of the impact is in order of perceived ease of use,subjective norms,environmental awareness,customer service and perceived usefulness.Onthe one hand,this result reflects the high concern of college students about the safety andeconomics of using shared cars,and on the other hand,it also reflects the concern of collegestudents about the easy use of shared vehicles in emerging vehicles.Come to care aboutenvironmental benefits.Finally,this paper analyzes the results of the model hypothesisverification in order to provide a reference for the better promotion of shared cars amongcollege students.