协同消费是一个起源于线下非正式交换的消费现象。过去，协同消费常常发生在同一个社区内的亲近关系之间。而移动技术的进步，尤其是基于地理位置的社交应用的发展，使得消费者如今不仅可以通过线下的渠道去找寻消费伙伴，也可以在实际消费的地点通过移动端去寻找附近的其他消费者，与其进行沟通以及协同消费，无论他们是朋友还是陌生人。通过支持基于地理位置的交互，移动技术支持的协同消费商业模式降低了消费者之间的协调成本，同时打破了线下协同消费的社交边界，使得陌生人也能便捷地参与活动中。因此，为进一步释放协同消费的潜力，扩大协同消费的规模和受众，研究如何利用移动技术支持并促进实地协同消费，尤其是陌生人间的实地协同消费是一个非常重要的研究问题。在本论文中，基于自主开发的基于地理位置的移动社交应用，作者开展了一系列的真实的陌生人之间的实地协同消费活动，并在此基础上探讨了如何促进消费者参与这类活动的相关问题。 首先，基于实地问卷的方法，作者探讨了消费者与陌生人一起参与移动技术所支持的实地协同消费活动的心理动因，以及个人的性格特征，即个人社交性在其中发挥的作用。该研究结果全面地揭示了个人社交性对各类心理因素的影响。此外，该研究发现了影响消费者参与移动协同消费活动的心理动因主要是活动相关的乐趣，以及一些社会化因素例如利他主义动机、社会化声誉。该研究也指出了阻止消费者参与此类移动协同消费的心理壁垒，主要是活动相关的社会化负面因素，即社交焦虑。 其次，基于以上的发现，作者探究了如何利用移动技术减弱消费者参与陌生人间实地协同消费活动的心理壁垒，即社交焦虑。基于实地实验，研究结果表明，通过减少移动营销信息的提前期，可以减弱消费者感受到的时间压力，进而促进消费者响应陌生人间的移动协同消费促销活动。进一步的，在促销信息内容中融入理想化价值可以增强时间因素带来的促进作用。除此之外，通过一个后续问卷，我们揭示了减少时间压力实际上是通过减少消费者感受到的社交焦虑，增加消费者的利他性动机，最终促进了消费者对移动协同消费活动的参与意愿。 最后，考虑到协同消费是基于群体形式的社会化商业活动，我们也探究了群体间奖励分配方案带来的影响。具体来说，我们探究了通过随机分配的奖励机制提供消费者不确定的奖励维度，是否可以增加活动乐趣，进而有效地促进消费者参与移动协同消费的行为。通过实地实验的方式，我们发现这一新颖的奖励机制设计，比起过去研究提倡的平均分配奖励地方式更加有效地促进了陌生人之间，以及朋友之间的移动协同消费的参与。进一步的，通过随访问卷，我们揭示了随机分配奖励机制促进作用背后的心理机制：对于陌生人之间的移动协同消费，随机分配增加了感知到的活动乐趣，促进了参与意愿；对于朋友间的移动协同消费，随机分配减少了可能的社交焦虑，促进了参与意愿。 作为整体，本论文的研究促进了对移动平台支持的实地协同消费商业模式的理解，并为促进陌生人之间的移动协同消费参与提供了参考。通过一系列的实证研究，本论文的研究结果对于协同消费、移动商务、商业信息分享等多个领域提供了一些理论贡献。同时，为希望利用移动技术组织协同消费商业活动、促进商业信息分享的实践者，本论文提供了也提供了一些具体可行的操作建议。 【关键词】移动协同消费；陌生人社交；社交焦虑；活动乐趣；信息推荐奖励机制 中图分类号：C93

 Collaborative consumption (CC) is an old phenomenon accrued from offline-based informal exchanges. Previously, CC has occurred mostly among close relationships within offline communities. Yet, the advancement of mobile technology, with the uniqueness of LBS services, offered an alternative for consumers to discover and communicate with potential partners for CC in addition to offline channels, be them friends or strangers. In particular, by connecting people based on geographic coordinates, mobile technology lowered the cost for coordination in CC at the actual place of consumption. Besides, it largely expands the scale of CC by involving strangers beyond social relational boundary. Therefore, to unleash the potential of CC to a larger scale at spanning various goods or services for more consumers, tapping on mobile technology to enable CC, especially among strangers is important. In this paper, building on a self-developed mobile application (LBSN app), we conducted a series of real CC events and investigated a set of relevant questions on consumer participation. First of all, we investigated what factors may influence individual participation in mobile CC with strangers. In particular, we investigated the effects of individual sociability and psychological antecedents on the participation intention in this emerging phenomenon, as well as their relationships. Via a field survey, we comprehensively uncovered the effects of sociability on psychological antecedents and participation intention. In addition, we found that hedonic factor, i.e. enjoyment, and social-related factors including altruistic motivation, reputation emerged as important drivers of participation in mobile CC, while social anxiety emerged as a key barrier for participation. Secondly, we conducted a field experiment on how to tap on mobile technology to address the psychological barrier, i.e. social anxiety, following the first study. The results of the experiment indicated that by increasing the lead time in the message for CC, the time pressure perceived by consumers has been alleviated, which led to higher intention to participate the mobile CC among strangers. Besides, given a longer lead time, consumers were found more likely to participate in the CC with an idealistic value-laden framing message. A follow-up survey was conducted to uncover the underlying mechanisms. The results indicated that the mobile message with longer lead time (less time pressure) contributed to reduce individual social anxiety and increase the altruistic motivation, and such differences directly contribute to the individual willingness of participating mobile CC with unknown people. Finally, in view that CC is a social commercial event in group-format, an additional effort was conducted to investigate the effects of rewards allocation schemes on participation. In particular, we investigated whether a random-split reward scheme, as a type of allocation schemes, could increase the participation in CC with its affordances of enjoyment along with the uncertain rewards. Via a field experiment, we found that compared to equal-split reward scheme (which was suggested as the optimal allocation scheme by previous studies), a random-split scheme actually motivated higher participation in CC, both among stranger and friends. We further conducted a follow-up survey to investigate the underlying mechanisms. The results indicated that for mobile CC among strangers, the random-split reward scheme increased the perceived enjoyment, thereby increasing the participation intention for consumers; while for mobile CC among friends, the random-split reward scheme decreased the perceived social anxiety, thereby increased the participation intention. As a whole, this paper demonstrates how mobile technology can be used to facilitate CC among strangers, and what measures can be taken to increase its effectiveness. With a set of empirical efforts, this paper contributes to the literature on CC, mobile commerce and referral programs in several ways. Besides, we also provide actionable guidance for managers contemplating to leverage on the mobile technology to offer collaborative deals as well as spread commercial information. Keywords: Mobile collaborative consumption, Stranger interaction, Social anxiety, Enjoyment, Referral reward program. CLC Number: C93