Research on Participants’Motivation in Sharing Economy Based on Providers’Perspective
（Nanjing Audit University，Nanjing，Jiangsu211815，China）
Abstract：At present，sharing economy is developing rapidly. However，some negative effects such as moral hazard arise frequently. Influenced by individual behavior differences and other factors，it is an urgent problem that how to effectively control moral hazard of participants in sharing economy. Motivation is the key factor to understand individual behavior. Exploring participants’motivation in sharing economy is the basis for studying and controlling participants’moral hazard. Based on the providers’perspective，the author studies participants’motivation by PLS- SEM method. The result indicates that benefit， platform norms，reputation，sustainability，pleasure，identity，trust，and attitude are all providers’incentives to participate in sharing economy. Providers’trust and attitude are important factors that impacts providers’decision to participate in the sharing economy；benefit，reputation and platform norms influences providers’trust and also impacts the willingness to offer service indirectly through trust；sustainability，pleasure and identity influences providers’attitude and impacts the willingness to provide service indirectly through attitude. Therefore，in order to make sharing economy to develop healthily，the sharing economic platform should attract more providers to participate in sharing economic services by certain economic interests. Meanwhile，the platforms should further clarify the evaluation criteria of products or services，and promote consumers to have a sustained trust in sharing economy. The government should establish a sharing economic access mechanism，curb participants’speculation by introducing real- name online evaluation and other measures，effectively control moral hazard，and coordinate the sharing of resources and information among sharing economic platforms，providers and demanders.
Key words：sharing economy；providers；moral hazard；participating motivation