Chen Yaxiao, Ryu Mi Hyun
Department of International Business and Commerce, Graduate School, Konkuk University, 120 Neungdong-ro, Gwangjin-gu, Seoul 05029, Republic of Korea.
Department of Global Business, Konkuk University, 120 Neungdong-ro, Gwangjin-gu, Seoul 05029, Republic of Korea.
Behav Sci (Basel). 2024 Sep 2;14(9):765. doi: 10.3390/bs14090765.
The sharing economy has rapidly transformed traditional consumption patterns worldwide. The emergence of skill-sharing services-which allow individuals to share their skills, abilities, and time through online platforms-has recently garnered attention. In China, the demand for skill-sharing services continues to grow, as these services effectively meet consumer needs. To understand this growing demand, this study aims to explore users' attitudes and intentions toward the use of skill-sharing service platforms in the Chinese market. A survey was conducted that incorporated 500 Chinese users who had used skill-sharing service platforms over the previous three months. A total of 409 datasets were analyzed, using structural equation modeling and multiple group analysis, in AMOS 24.0. The results showed that performance expectancy, effort expectancy, social influence, facilitating conditions, and self-efficacy positively influenced users' attitudes toward skill-sharing services, while privacy, functionality, and safety risks negatively affected these attitudes. Users' attitudes toward skill-sharing services significantly enhanced their intentions to continue using them, with the level of trust playing a crucial moderating role between attitude and the intention to continue using these services. These findings provide a significant theoretical and practical foundation for the further development of skill-sharing service platforms, the optimization of marketing strategies, and future research.
共享经济已在全球范围内迅速改变了传统消费模式。技能共享服务的出现——即允许个人通过在线平台分享他们的技能、能力和时间——最近受到了关注。在中国，对技能共享服务的需求持续增长，因为这些服务有效地满足了消费者需求。为了解这种不断增长的需求，本研究旨在探讨中国市场中用户对使用技能共享服务平台的态度和意图。我们进行了一项调查，纳入了500名在过去三个月内使用过技能共享服务平台的中国用户。在AMOS 24.0中，使用结构方程建模和多组分析对总共409个数据集进行了分析。结果表明，绩效期望、努力期望、社会影响、促成条件和自我效能对用户对技能共享服务的态度产生了积极影响，而隐私、功能和安全风险则对这些态度产生了负面影响。用户对技能共享服务的态度显著增强了他们继续使用这些服务的意图，信任水平在态度和继续使用这些服务的意图之间起着关键的调节作用。这些发现为技能共享服务平台的进一步发展、营销策略的优化以及未来研究提供了重要的理论和实践基础。
