Chinese Consumers' Attitudes toward and Intentions to Continue Using Skill-Sharing Service Platforms

Area of Science:

• Consumer Behavior
• Digital Economy
• Service Innovation

Background:

• The global sharing economy is transforming consumption patterns.
• Skill-sharing services, enabling individuals to monetize skills via online platforms, are gaining traction.
• Demand for skill-sharing services is rising in China due to their ability to meet consumer needs.

Purpose of the Study:

• To investigate user attitudes and intentions regarding skill-sharing service platforms in the Chinese market.
• To identify key factors influencing user adoption and continued engagement with skill-sharing platforms.
• To provide insights for platform development and marketing strategies.

Main Methods:

• A survey was administered to 500 Chinese users of skill-sharing platforms.
• Data from 409 users were analyzed using structural equation modeling (SEM) and multiple group analysis.
• AMOS 24.0 software was utilized for the statistical analysis.

Main Results:

• Positive factors influencing user attitudes include performance expectancy, effort expectancy, social influence, facilitating conditions, and self-efficacy.
• Negative factors impacting user attitudes comprise privacy concerns, functionality issues, and safety risks.
• User attitude significantly predicts intention to continue using skill-sharing services, moderated by trust.

Conclusions:

• Understanding user perceptions is crucial for the growth of skill-sharing platforms.
• Addressing risks and enhancing perceived benefits can improve user adoption and retention.
• Trust acts as a vital moderator, reinforcing the link between positive attitudes and continued usage.