KOREASCHOLAR

The purpose of this study is to explore the value structure of sharing economy for consumers, and to construct a model of consumers' continuoususe intentionin the sharing economy. Firstly, based on the characteristics of sharing economy platform technology, this paper explores the composition of platform value (time adaptability, location adaptability, content accessibility) through qualitative analysis. Then through quantitative analysis, this paper explores the influence of platform value on consumers' perception of emotional value and economic value. Finally, on this basis, this paper studies the impact of consumer value of sharing economy on consumer behavior, and compares and analyzes the impact of consumer value of sharing economy on consumers under different product types. In short, this paper aims to study the value creation of sharing economy from the perspective of consumption value, and shape its future development direction.

ABSTRACT
1.Introduction
2.Literature review and research hypotheses
    2.1Platform Value
    2.2 Derived value based on platform value
3 Experiments Design
    3.1 Experiment1
    3.2Experiment2
4.Conclusion
    4.1 Theoretical Contributions
    4.2 Practical implications
5.Limitations and future research
Reference

• Li Feng(Business School of Jiangnan University)
• Lu Hui(Business School of Jiangnan University)
• Hou Meiqian(Business School of Jiangnan University)
• Cui Kangle(Business School of Jiangnan University)