The Reasons Why Consumers Join the SEP

This chapter endeavors to identify the driving forces behind consumers’ propensity toward joining the sharing economy platforms (SEP). A concerted effort has been made to elucidate pivotal tenets: technological acceptance, consumer ethics, consumption values, and consumer trust, all of which are intrinsically tied to consumer behavior and satisfaction within the SEP. By examining a case study involving two typical bicycle-sharing schemes in Suzhou, China, this investigation sheds light on actionable insights for relevant businesses and governmental entities.