دانلود رایگان مقاله درک مصرف مشترک تست یک مدل نظری

abstract

Collaborative consumption websites have enabled consumers to focus on shared access to products rather than owning them. This study aims at developing a comprehensive theoretical model to explain consumer outcomes for collaborative consumption. It develops and tests a structural equation model using partial least squares path modelling and survey data collected from a car-sharing website. The results suggest that consumer intentions to rent are driven primarily by perceived economic, environmental and social benefits through the mediator of perceived usefulness, and enjoyment, in turn driven by sense of belonging to the sharing community. Interestingly, social influence did not play a role. When making word-of-mouth recommendations, in addition to these factors, consumers also take website trust into account, underpinned by the structural assurances of the website. The paper rounds off further implications of the research for theory and practice.

6. Discussion and conclusions

The growing sharing economy promises to bring about a radical change in consumer purchasing and consumption, both online and offline, potentially presenting a phenomenon as important to economies in the coming decade as e-commerce was during the last decade. However, successful collaborative consumption ventures need loyal communities of members and often struggle to determine the key features that will help them to survive. In an effort to better understand collaborative consumption on the Web, this paper has developed and tested an original model for explaining consumer outcomes in this new environment based on an extension of the theory of reasoned action. The model has nomological validity, explaining 66.3% of the variance of Intention to Recommend and 37.6% of Renting Intention with respect to the car-sharing website examined. The model also displayed acceptable reliability, validity and goodness of fit using the measures employed.