心理所有權，一項重要的資產，不論企業或是行銷人員都極力地想讓消費者保有的感覺。隨著科技的快速變遷，新型態的消費模式下，心理所有權面臨到前所未有的威脅。在共享經濟時代下，私人所有權的模式逐漸式微，取而代之的是短暫使用權的模式，「弱化所有權，釋放使用權」便成為共享經濟時代的精神。使用權的模式威脅到了心理所有權，消費者與物品的情感連結不再緊密，甚至認為物品不是屬於「我的」，在此種情形下便衍生出許多挑戰與問題。因此，保存心理所有權便成為公司策略與行銷人員的優先事項。
而對於想參與共享經濟的企業家來說，卻是一片商機與藍海。在Peer-to-Peer(P2P)模式中，許多企業透過數位平台串聯供給與需求方，扮演中介的角色。想要創造網絡效應，就必須要有更多的供應方與需求方加入。因此，從心理所有權的角度來看，如何削弱所有權，將閒置物品的使用權釋放出來，以創造更多的供給，也是此篇所探討的方向。
在研究一裡，我們透過命名的方式，在共享汽車上成功激發出心理所有權，而我們也驗證了較高的心理所有權可以對共享汽車產生更多的產品愛護傾向。此外，我們也想了解這段關係是否可以藉由認知責任來解釋。在研究二中，我們分別挑選了兩種性質不同的標的物來探討供應方的分享意願。在獨享(心理所有權較高)物品上，我們發現經濟利益及喜悅感與供應方的分享意願有關，而心理所有權則有負向的影響。在共享(心理所有權較低)物品上，我們了解到僅有喜悅感能與分享意願有關，而心理所有權沒有顯著影響。

Psychological ownership, which is a valuable asset, is the exact feeling that both marketers and firms want the consumers to preserve. With the rapid changes in technology, psychological ownership is faced with unprecedented threat. In the sharing economy, private ownership is gradually fading and replaced by the access-based model. Due to access over ownership, consumers report less emotional attachment with the object, and the feeling that a thing is “MINE” is disappearing. As a result, this could lead to numerous challenges and problems. Given this situation, preserving psychological ownership should be a priority for marketers and firm strategy. As for the entrepreneurs who want to join the sharing economy, there is a huge market for them. Leveraging ICT and connecting providers and users facilitate access of idle tangible goods. In this research, we also find out what drives the growth of sharing economy and how to diminish ownership in order to create more supply.
In study 1, we demonstrate that increasing consumers’ individual psychological ownership facilitates higher product care tendency. In addition, we want to prove that this effect occurs because feelings of ownership increase consumers’ perceived responsibility, which then leads to care to sharing cars. In study 2, we choose two different target as our research object to explore provider’s willingness to share. Under the exclusive tendency of the object, we find out economic benefit and enjoyment are related to provider’s willingness to share. Furthermore, psychological ownership has a negative effect on willingness to share. Secondly, under the sharing tendency of the object, only enjoyment has a influence on provider’s willingness to share, and psychological ownership has no effect on willingness to share.

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