探析分享經濟背景下用戶參與意愿影響因素既能為社會深入理解互聯網經濟形態下用戶參與分享經濟的動機提供理論支持,也能為互聯網企業探索和開發分享經濟商業模式提供參考。文章以知識技能分享領域的微博問答為例,借助質性分析軟件NVivo 11,選取18名對象作為半結構化訪談樣本,對獲取的訪談原始資料進行分析,提煉出用戶參與分享經濟意愿的主要影響因素。研究發現:認知效益是最重要的影響因素,信任是最關鍵的影響因素,經濟效益和聲譽是重要的影響因素,社會效益和主觀規范是較為重要的影響因素,相對不重要的影響因素是感知風險。

The study of the factors influencing users’ participation willingness will provide a theoretical support for understanding their intention to take part in sharing economy,and gives insights for exploring and developing the sharing economy business models. Taking Wechat Q & A in the field of knowledge and skills sharing as an example,the authors employ the qualitative analysis software NVivo 11 and the semi-structured interview method to study 18 samples, analyzing the original interview data and extracting seven main influence factors which include epistemic benefit,trust,economic benefit,reputation,social benefit,subjective norm and perceived risk. It is found that epistemic benefit is of the most importance,followed by trust,economic benefit,reputation,social benefit and subjective norm,while the perceived risk is relatively less important.