The factors of consumer behavior and the sharing economy : A quantitative study

Sammanfattning: Purpose: The purpose of this study is to investigate the relationship between consumer behavior and the business (B2C and C2C) in the sharing economy. Research questions: What factors of Consumer behaviour effect C2C business in sharing economy? What factors of Consumer behaviour effect B2C business in sharing economy? Methodology: A descriptive research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 120 respondents in China. Conclusion: the finding from the study demonstrates that all of the adopted variables (psychological, personal, social and culture) had a close link and impact on the B2C business based on a shared economy. the findings indicated that with the exception of the ‘social’ variable, the others had a considerable impacts on the business strategy, despite the existing variability. The research shows that most of the elements of the consumer behavior affect both B2C and C2C.The applicability of the model is essential to the multinational firms.