外部压力和信心支持对新共享经济的双元驱动

共享经济对整合市场要素、降低经济成本有重要意义，也是转变经济发展模式的创新之举。通过访谈广州市26家付费自习室的消费者，构建“内卷”环境、公共资源、消费观念和平台效益四个要素下的付费自习室消费规模分析框架，进而通过验证性因子检验和结构方程模型（SEM）展开分析。研究发现:“内卷”的环境趋势和公共资源的日益拥挤导致消费者产生外部压力，付费自习室通过消除这种外部压力从而扩大消费规模；消费观念的改变和付费自习室的平台效益对消费者产生信心支持作用，从而推动付费自习室消费规模扩大。最后提出建议:公共管理者应加快推动创新型社会建设，尝试打破政府、社区、企业之间的壁垒，推动公共资源建设；行业参与者应抓住消费者心理进行营销，努力拓宽盈利面，增加新的盈利点。

The Dual Influence of External Pressure and Confidence Support?on New Sharing Economy: An Empirical Analysis of Paid Self-Study Rooms in Guangzhou

Sharing economy is of great significance to integrate market factors and reduce users' costs. It is also an innovative move to change economic development model. By interviewing the consumers of 26 paid self-study rooms in Guangzhou, the analysis framework of the consumption scale of paid self-study rooms was constructed under the four factors of "Involution" environment, public resources, consumption concept and platform benefit, and then analyzed by Confirmatory Factor Test（CFA）and Structural Equation Model (SEM). The results show that the environmental trend of "Involution" and the increasingly crowded public resources lead to external pressure of consumers, and the paid self-study room can expand the consumption scale by eliminating this external pressure. The change of consumption concept and the platform benefit of paid self-study room support consumers' confidence, thus promoting the expansion of the consumption scale of paid self-study room. Finally, suggestions are put forward. Public managers should accelerate the construction of an innovative society, and try to break the barriers between government, communities and enterprises to promote the construction of public resources. The entrepreneurs of such industry should grasp the psychology of consumers for marketing, and strive to broaden profitability and increase new profit points.