共享經濟模式下知識共用意願和行為研究

Research on the Willingness and Behavior of Knowledge Sharing under the Shared Economy Model

本文主要研究消費者在共享經驗經濟模式下，消費者使用意願和行為研究，從中尋找有效的行銷模式。研究發現大部分消費者瞭解服務產品的管道，消費者的信任程度、消費服務意識和外部壓力的認知均正向顯著影響其購買意願，消費者的平均月可支配金額、信任程度和購買意願均正向顯著影響其購買強度，而價格意識則負向顯著影響其購買強度。最終根據4P理論和AISAS模型，本文就科技有限公司的產品、管道、價格、促銷活動、網路行銷方面提出了針對性的建議。

In this paper, we study consumers' willingness to use in a sharing experience economy mode and behavior research, looking for effective marketing model. Through literature research, Eventually the study finds the place that most consumers know Synet is the source of the Wechat official account and WeChat lectures. The trust of the consumers, the consumer service consciousness and the cognitive of external pressure have positive and significant impact on their willingness to buy. According to the 4P Theory and the AISAS Model, this paper put forward advice for Tech, Co,. Ltd in the aspects of its products, place, price, promotion and network marketing.