共享经济中的使用权消费：物我关系重构及影响因素研究

共享经济在为企业发展、国民经济持续增长、消费者福祉增进带来巨大机遇的同时，也隐藏了巨大的隐患。由于企业不清楚这一新型经济的行业适用性、消费者品牌价值观念及盈利模式，我国现阶段共享经济的发展看上去更像是依靠“共享”噱头吸引巨额资本的盲目冒进。解决这一难题的根本路径在于寻找共享经济中消费者的购买动机，弄清共享经济发展的原动力。自我概念的构建是消费者购买产品的重要动机已在过去三十年间被反复证明。这一结论是否在以使用权消费为特征的共享经济中仍然适用？本课题拟从探讨使用权消费与所有权消费的不同特征开始，寻找当消费者与产品的关系从所有权规制变成使用权规制时，使用权消费中物我关系发生了哪些变化，其形成机制是什么，使用权消费特征如何通过形成机制促进或者削弱物我关系的强度，此过程中存在哪些消费者层面的影响因素，企业又可以通过哪些策略对此过程产生影响从而增强消费者对使用权消费的使用意愿。

Sharing economy has experienced massive growth in recent years. They now constitute a significant portion of the world ’ s economy and provide opportunities for the development of companies, national growth and the advancement of consumers’ welfare . However, it also brings a lot of challenges for the lack of an understanding of what the consumer motivation under conditions of sharing economy looks like. For the past decades, the consumer behavior literature has a general agreement on that people engage in consumption behavior in main part to construct their self-concepts. Does it still work in sharing economy which is characterized by the access-based consumption? Ownership and possession practices have historically been of central interest to consumer researchers. Research in alternative modes of consumption apart from ownership is limited. Access-based consumption, defined as transactions that can be market mediated but where no transfer of ownership takes place, dose challenge many of the cornerstones of consumer behavior, and the foremost of these is the nature of relationships to objects. In contrast to the long-term interaction with the object that characterizes ownership, access is a temporary and circumstantial consumption context. Thus, the consumer-object relationship in access-based consumption may be different from that in ownership. This project aims to dig out the reconstruction of the object-self relationship in access-based consumption, find out mechanisms underlying in this process, identify the characteristics of access-based consumption and their influences on the object-self relationship, and go on to investigate the moderating roles of consumers’ features. Besides of these, marketing strategies strengthened consumers’ using intentions are also the main part of the project. In this way we hope to advance our limited understanding of this alternative mode of consumption, answer the question we mentioned above, and provide the theoretical and practical guidance for the developments of companies.