Modeling the antecedents of intention to engage in the sharing economy: Evidence from a lessdeveloped country

Sustaining sharing economy business models in developing countries necessitates strategies to engage more resource suppliers in digital platforms. However, little knowledge is known about the consumers’ psychology and behavioral mechanisms behind sharing idle resources on the platform and temporarily allowing distant others to access such resources. Therefore, to secure meaningful insights for marketing strategy development, the study investigates the factors predicting consumers' resource-sharing intentions in a digital platform precisely using the case of a developing country - the Philippines. The study anchors on the theory of planned behavior, integrating various behavioral, cultural, prosocial, and control factors premised to influence attitudes, subjective norms, perceived behavioral control, and resource-sharing intentions of product types with different value characteristics. A mixedmethod research design was employed, following the quantitative and supplementary qualitative research methods to fulfill the study's objectives. The quantitative study employed an online scenario-based survey, and through purposive sampling, 743 millennials and Gen Z consumers were involved. Data analysis and hypotheses testing was performed using the partial least squares structural modeling technique (PLS-SEM). Meanwhile, the qualitative study component conducted seven face-to-face interviews with randomly selected participants from the online survey, and thematic analysis was used for data analysis. The findings confirm the relevance of attitude, subjective norms, and perceived behavioral control in shaping consumers’ resource-sharing intentions on the platform. Perceived economic benefits, social benefits, and trust associated with sharing economy participation remain the best antecedents of attitude towards resource sharing in the platform while opposing environmental motives. Notably, the study also shed insights on the prosociality of sharing economy participation, such that altruism and warm glow-giving do not seem to play a role in shaping consumers' resource-sharing propensities. Sharing arrangements in the platform are not prosocially driven, plausibly grayed out by the commercial orientation of the platform. Another notable contribution is the influence of collectivistic cultural orientation on subjective norms, while perceived ease of use shapes perceived behavioral control. Above all, the study found no solid evidence that consumer psychology and behavioral outcomes differ when sharing product types with different value characteristics. The study offers valuable insights for targeting consumers to become providers of resources in the sharing economy platform. Most importantly, the study outlines initiatives that could institute a different trajectory for the sharing economy toward realizing its social and environmental promises in the developing world. 4 ABSTRAKT Udržení obchodních modelů sdílené ek

ISBN:	978-80-7678-172-6
EAN:	9788076781726
Počet stran	45 stran
Datum vydání	12. 07. 2023
Pořadí vydání	První
Jazyk	anglický
Vazba	e-kniha - pdf
Autor:	Mark Ratilla
Nakladatelství	Univerzita Tomáše Bati ve Zlíně
Tématická skupina	999 - nezařazeno
	Neprodejná publikace. Publikaci je možné poptávat zde: Volně dostupné na http://hdl.handle.net/10563/52438