| Title: | The Impact of Chinese Undergraduate Students’ Personal Attitudes and Preferences on Their Acceptance of the Sharing Economy: An Empirical Study of Chengdu |
| Author: | Wang Min |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.1193-1205) Click PDF |
Abstract
The rapid growth of the sharing economy has reshaped consumer behavior and business models, particularly among younger generations who are both digitally native and open to innovative services. In China, undergraduate students represent a crucial demographic, as their adoption of sharing platforms not only influences market expansion but also reflects broader societal trends toward sustainability and digitalization.
The objectives of this study were: 1) To examine the influence of environmental awareness on Chinese undergraduate students’ acceptance of the sharing economy. 2) To examine the influence of acceptance of new things on Chinese undergraduate students’ acceptance of the sharing economy. 3) To examine the influence of risk tolerance on Chinese undergraduate students’ acceptance of the sharing economy. 4) To examine the influence of evaluation of user experience on Chinese undergraduate students’ acceptance of the sharing economy.
A quantitative research design was employed, and data were collected through an online questionnaire distributed via Wenjuanxing (Questionnaire Star). Using a randomized sampling approach, a total of 500 questionnaires were distributed, and 460 valid responses were retained for analysis. The data were analyzed with reliability and validity testing, exploratory and confirmatory factor analyses, and structural equation modeling (SEM) to test the hypothesized relationships.
The results revealed that all four independent variables significantly and positively influenced students’ acceptance of the sharing economy. Among them, evaluation of user experience was the strongest predictor, followed by environmental awareness, acceptance of new things, and risk tolerance. The findings confirm the relevance of both attitudinal and control-related factors in shaping behavioral intentions, offering theoretical support for the application of Theory of Planned Behavior in the context of collaborative consumption.
Keywords: environmental awareness, acceptance of new things, risk tolerance, user experience, undergraduate students
6617195043 Wang Min, Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Impact of Chinese Undergraduate Students’ Personal Attitudes and Preferences on Their Acceptance of the Sharing Economy: An Empirical Study of Chengdu, นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
