The sharing economy has become a source of innovation in recent years. However, some sharing business models succeed while others fail. A research model combining transaction costs and value-based models is developed and empirically evaluated using 476 responses. The results indicate that transaction costs and perceived benefits affect perceived value, which affects the intention to use the platform. The sharing object moderates the effect between transaction costs and perceived value. The effects of location and brand asset specificity on transaction costs vary across different sharing objects. Our findings explain why certain products are more likely to be successful on sharing platforms.

共享经济已成为近年来的创新之源。但是，某些共享业务模型成功，而另一些则失败。开发了将交易成本和基于价值的模型相结合的研究模型，并使用476个响应进行了经验评估。结果表明，交易成本和感知收益会影响感知价值，从而影响平台的使用意图。共享对象减轻了交易成本和感知价值之间的影响。地理位置和品牌资产专用性对交易成本的影响在不同的共享对象之间有所不同。我们的发现解释了为什么某些产品在共享平台上更有可能获得成功。