2015年以來，共享經濟在中國大地興起，共享汽車這一新生事物，也在神州大地如火如荼的全面實踐起來，行業共識認為這一新模式將引發汽車產品到出行服務的行業巨變，有基於此，各大整車廠以及科技公司紛紛進入這個領域並且積極佈局，然而，近兩年的新冠危機影響，共享汽車發展遠不如預期，存在市場滲透率較低，盈虧平衡困難的問題。

有基於此，本文將通過對共享汽車行業和企業的定性調查，以及消費者行為研究尤其是技術接受相關理論的文獻研究，決定採用消費者情境下的技術接受與利用整合理論（UTAUT2）, 並結合共享汽車的特點，以此構建共享汽車消費者影響理論研究模型，其中確定期望績效、努力期望、促成因素、社會影響等四個因素，加上價值價格，共用特性等兩個新因素，最後影響消費者使用意願和使用行為，並以此提出相關的研究假設。

以共享汽車消費者為調查對象， 我們通過與共享汽車企業聯合調查，最後問卷共收到 812 份有效樣本，本研究採用 SPSS20.0和 AMOS17.0 實現資料分析和假設檢驗。首先對問卷資料進行描述性統計分析、多元對應分析，瞭解共享汽車與其人口統計學特徵的對應關係；其次通過探索性因數分析和驗證性因數分析，對量表的信度和效度進行檢驗，根據變數分析結果對研究模型進行優化和調整，並在此基礎上進行結構方程模型分析，明晰影響共享汽車消費行為的關鍵因素及其內在聯繫，以及與使用意願和使用行為間的關係。

研究結果發現：期望績效、努力期望，社會影響以及共用特性正向顯著影響消費者的使用意願或者使用行為， 但是，促成因素負向顯著影響消費者的使用行為，價值價格不顯著影響消費者的使用意願，最後，使用意願正向顯著影響使用行為和推薦行為。在實證分析結果基礎上，針對共享汽車提出如何有效增長客戶的產品策略、服務策略和推廣策略，提高消費者對共享汽車的認可、以及對共享汽車的滿意度，吸引並鼓勵更多消費者選擇共享汽車。

Since 2015, the Sharing Economy has been booming in China, sharing car as a new thing, rapidly introducing to China and getting incredible growth, The common view of automotive industry believes that car-sharing will lead to profound changes of the roles to OEM, from car manufacturer to service provider. Based on that, major car makers and ICT companies joined the games and actively layout of the market. However, with continuing corona-virus pandemic in the past two years, the growth rate of sharing car is far from expected and facing the problem of low market penetration rate and difficult to balancing revenue and expenditure.

Based on the above, this thesis conducts a qualitative research for the car-sharing industry and its consumer behavior, especially on the theory of the technology acceptance and decided to do analysis of the theory of Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). This thesis determined the factors of performance expectancy, effort expectancy, social influence, facilitating conditions which influence consumers’ car sharing intention and behavior, and add the price value, sharing characteristic into the model as new variables, finally re-built the empirical model and proposed the corresponding hypothesis.

Targeting to the car sharing customers, and collaborating with a car-sharing company, we conducted a questionnaire survey and received 812 valid data. The SPSS20.0 and AMOS17.0 statistical software were used to analyze the survey data and test the hypotheses. We first performed a descriptive statistical analysis and multiple correspondence analysis to the questionnaire data to understand the relationship between car sharing behaviors and demographic characteristics of consumers. The reliability and validity of the data were tested through exploratory factor analysis and confirmatory factor analysis. Based on the results of factor analysis, the theoretical model of influencing factors of car sharing was adjusted. A structural equation model analysis was developed to test the hypotheses, in order to clarify the important factors affecting car sharing and their relationships, through multi-group structural equation model to explore the regulating effect of customer intention and behavior in car sharing on theoretical model.

The results show that effort expectancy, performance expectancy, social influence, sharing characteristic, have positive and significant effects on consumers' car sharing intention or behavior, but facilitating conditions have negative and significant effect on consumers’ behavior; the prices value does not have a significantly effect on consumers’ intention. Finally, car-sharing consumers’ intention has a positive and significant effect on consumers’ behavior and recommendation behavior. Based on the results of our analysis, the paper proposed strategies in terms of product, service, and promotion for the car-sharing enterprises, to improve consumer’s acceptance of sharing products, the satisfaction of car sharing, attract and encourage more consumers to choose car-sharing.