||With the development of information and communication technology and the emergence of sharing economy, people have encouraged to participate in collaborative consumption and many researchers have been attracted to explore the related issues. Generally, collaborative consumption should be existed a vision of environmental consciousness and altruism. However, previous empirical studies noted that the factor of economic benefits was mainly motivation to influence people to participate in activities of collaborative consumption. Also, collaborative consumption is a kind of consuming behavior that brings out from a new economic phenomenon to change people’s consuming habit before and to affect the life experience of consumers. According to the concept of service-dominant logic, suppliers make value proposition and consumers make value pursuit, when suppliers and consumers effectively match up together to achieve value co-creation. Therefore, this study constructs a conceptual framework of value pursuit, strategic experiential modules, and behavioral intention to explore consumers’ intention of participating in collaborative consumption through the perspective of mental model. This study also tests the influence relationship between value pursuit (e.g., functional value, social value, emotional value, epistemic value, and conditional value) and strategic experiential modules (e.g., sense experience, feel experience, think experience, act experience, and relate experience), and the impact of strategic experiential modules on behavioral intention.
This study invited 268 vaild participants who have the experience of participating in collaborative consumption to respond the web questionnaire. The web questionnaire was put on the MySurvey website and the collected data was analyzed by partial least squares. The results show that conceptual framework of mental model explains the impact of participants’ cognition of value pursuit on feelings of strategic experiential modules, and then influence on the behavioral intention of participating in the collaborative consumption scenario (value proposition → strategic experiential modules → behavioral intention). Moreover, act experience in strategic experiential modules is the main factor to affect consumers’ participation in collaborative consumption. That is, participating collaboration consumption triggers to change act experience of consumers’ original lifestyle. In addition, functional value, emotional value, epistemic value, and conditional value of value pursuit commonly affect act experience. That is, participants can perceive all of value pursuits of participating in collaborative consumption, except for the feeling of connecting to other social groups, namely social value.