Research on the Impact of Materialism and Platform Social Responsibility Identity on the Use Intention of Xianyu Users

The sharing economy is growing rapidly this year. Second-hand trading, as a way of sharing economy, has made a great contribution to reducing carbon emissions. However, some studies have found that as resale has become convenient, it has stimulated materialism to a certain extent, making consumers indulge in consumption. This is contrary to the original intention of the sharing economy. Therefore, it is necessary to explore the influencing factors of consumers’ use of second-hand platforms to better utilize the social value of second-hand platforms. Based on survey data from 273 questionnaires, this paper conducts an empirical study using a structural equation model to explore the impact of the four dimensions of consumer willingness to use: on the one hand, the Platform Social Responsibility Identity of users’ platform favorably affected users’ willingness to use second-hand platforms. At the same time, Materialistic Values also have a beneficial impact on users’ attitude towards the Xianyu platform, making it also display a more positive propensity to utilize it.