Abstract: Based on the technology acceptance model, SERVQUAL model, and research data from users, a model of the influencing factors of consumers′ willingness to participate in sharing economy is established External variables of the model are the responsiveness of the sharing service, the reliability of the sharing service, and the empathy of the sharing service; its endogenous variables are perceived ease of use and perceived usefulness By using correlation analysis and regression analysis for empirical research on the data of questionnaire, the study finds that perceived usefulness and perceived ease of use have directly positive effects on consumers′ willingness to participate in sharing service. Meanwhile, responsiveness, reliability and empathy positively affect consumers′ willingness to participate indirectly via the perceived usefulness and perceived ease of use Also, perceived ease of use influences consumers′ willingness to participate indirectly through perceived usefulness in a positive way Based on the research results, some relevant suggestions on optimizing service are put forward for sharing economic enterprises

Key words: sharing service, willingness to participate, technology acceptance model, SERVQUAL model, sharing economy