可持续性感知能否激发消费者的共享参与意愿？

根据基于信任的消费者决策模型和创新搜寻理论，构建了一个有调节的中介模型，实证解析消费者可持续性感知对共享参与意愿的影响机理以及消费者信任中介作用的边界条件。通过调查问卷收集样本数据，运用结构方程模型进行实证分析，得到以下研究结论:经济可持续性感知和社会可持续性感知以及消费者信任是影响消费者共享参与意愿的关键因素，并对共享参与意愿有直接影响；消费者信任在经济可持续性感知与共享参与意愿之间，以及社会可持续性感知与共享参与意愿之间有中介作用；消费者创新搜寻会削弱消费者信任的中介作用，但消费者信任在共享经济下的重要性得到进一步确认。研究结论揭示了共享经济可持续性影响消费者共享参与意愿的复杂机制,为共享经济平台企业实施可持续发展战略和差异化营销策略提供了理论和实践启示。

Sustainable Perception Stimulate Consumers' Willingness to Share and Participate?

According to the trust-based consumer decision-making model and novelty seeking theory, this paper constructs a regulated mediation model, and analyzes empirically the influence mechanism of consumer sustainable perception on willingness to share and participate, and the boundary conditions of consumer trust mediation. Upon sample data collected by questionnaires and empirical analysis with structural equation model, the research obtains the following conclusions: perceptions of economic sustainability and social sustainability, and consumer trust are the key factors affecting consumers' willingness to share and participate, and have a direct impact on their willingness to share and participate. Consumer novelty search will weaken the intermediary role of consumer trust, but the importance of consumer trust in the sharing economy gets further confirmation. These findings reveal a complex mechanism that the sustainability of sharing economy affects consumers' willingness to share and participate, and thereby provides theoretical and practical enlightenment for sharing economy platform enterprises to implement sustainable development strategies and differentiated marketing policies.