The era of sharing economy: factors that influence the behavioral intentions of user and provider to participate in peer-to-peer sharing economy
Abstract
The Sharing Economy is a fastest growing and heavily debated Socio economic model. In the platform-based sharing economy, the provider provides the service and the consumer using the service from a two-sided market. However, there is a lack of studies that cover the both sides of platform based sharing market. This study aims to examine the effect of Indulgence, trust, economic benefit, social interaction, enjoyment and sustainability on user and provider intention to engage in peer-to-peer sharing. This explanatory study uses a quantitative methodology involving data collection through structured questionnaire from service users (n=220) and service providers (n=170) of Uber and Careem by adopting snowball sampling technique. Structured Equation Modeling (SEM) was applied to analyze data by using AMOS 24. The empirical results of this study indicate that indulgence, social interaction, economic benefit and enjoyment have significant positive association with user and provider intention. Further, a positive relationship was found between provider trust in user and provider intention to engage in peer-to-peer sharing. This study makes its significant contribution by providing new insights to literature and practice by studying two sided market. In addition the study explored the effect of indulgence on peer-to-peer sharing intention which is found yet to be explored in the literature. This study suggests practical implications for the Marketing managers to develop effective platform business strategies and marketing campaigns in accordance with the individuals’ intention to engage in sharing.
References
Akbar, P., Mai, R., & Hoffmann, S. (2016). When do materialistic consumers join commercial sharing systems. Journal of Business Research, 69 (10), 4215-4224.
Albinsson, P.A., & Yasanthi Perera, B. (2012). Alternative marketplaces in the 21st century: Building community through sharing events. Journal of Consumer Behaviour, 11 (4), 303-315.
Aloni, E. (2016). Pluralizing the 'Sharing' Economy. Washington Law Review, 91, 1397-1459.
Bagozzi, R.P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
Barbu, C.M., Florea, D.L., Ogarcă, R.F., & Barbu, M.C.R. (2018). From Ownership to Access: How the Sharing Economy is Changing the Consumer Behavior. Amfiteatru Economic, 20 (48), 373-387.
Bardhi, F., & Eckhardt, G.M. (2012). Access-based consumption: The case of car sharing. Journal of consumer research, 39,(4), 881-898.
Barnes, S.J., & Mattsson, J. (2017). Understanding collaborative consumption: Test of a theoretical model. Technological Forecasting and Social Change, 118 (c), 281-292.
Bartenberger, M., & Leitner, P. (2013). Crowdsourcing and crowdfunding: approaches to foster social innovation. Proceedings of the IADIS international conference web based communities and social media 2013, Prague, Czech Republic.
Belk, R. (2007). Why not share rather than own? The Annals of the American Academy of Political and Social Science, 611 (1), 126-140.
Bellotti, V., Ambard, A., Turner, D., Gossmann, C., Demkova, K., & Carroll, J. M. (2015). A muddle of models of motivation for using peer-to-peer economy systems. Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems, Seoul Republic of Korea. 1085–1094.
Bock, G.W., Zmud, R.W., Kim, Y., & Lee, J. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological factors, and organizational climate. MIS quarterly, 29 (1), 87-111.
Böcker, L., & Meelen, T. (2017). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participation. Environmental Innovation and Societal Transitions, 23, 28-39.
Botsman, R., & Rogers, R. (2010). Whats mine is yours: The rise of collaborative consumption. Harper Business: New York, NY, USA.
Bucher, E., Fieseler, C., & Lutz, C. (2016). What's mine is yours (for a nominal fee)–Exploring the spectrum of utilitarian to altruistic motives for Internet-mediated sharing. Computers in Human Behavior, 62, 316-326.
Byrne, B.M. (2010). Structural equation modeling with AMOS: basic concepts, applications, and programming ( 2nd Ed). Taylor & Francis Group, New York.
Chen, L. (2015). At $68 billion valuation, Uber will be bigger than GM, Ford, and Honda. Forbes. Retrieved from: https://www.forbes.com/sites/liyanchen/2015/12/04/at-68-billion-valuation-uber-will-be-bigger-than-gm-ford-and-honda/?sh=798776b732e3
Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57, 60-70.
Cheung, C., Lee, Z., & Chan, T. (2015). Self-disclosure in social networking sites: the role of perceived cost, perceived benefits and social influence. Internet Research, 25 (2), 279-299.
Chudzian, J. (2015). Importance of economic and noneconomic factors in collaborative consumption. Ekonomia i Zarządzanie, 7 (4), 14-22.
Chui, M., Manyika, J., Bughin, J., Dobbs, R., Roxburgh, C., Sarrazin, H., Sands, G., & Westergren, M. (2012). The social economy: Unlocking value and productivity through social technologies. McKinsey Global Institute.
Cockayne, D.G. (2016). Sharing and neoliberal discourse: The economic function of sharing in the digital on-demand economy. Geoforum, 77, 73-82.
Cronbach, L.J. (1971). Test Validation. In Thorndike, R. (Ed.), Educational Measurement (2nd ed.). American Council on Education. Washington, DC. 443–507
Cusumano, M.A. (2015). How traditional firms must compete in the sharing economy. Communications of the ACM, 58 (1), 32-34.
Davis, F. D., Bagozzi, R.P., & Warshaw, P.R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace 1. Journal of applied social psychology, 22 (14), 1111-1132.
Dooley, D. (2001). Social Research Methods. Prentice Hall. Upper Saddle River, NJ.
Eckhardt, G.M., Belk, R., & Devinney, T.M. (2010). Why don't consumers consume ethically? Journal of Consumer Behaviour, 9 (6), 426-436.
Efthymiou, D., Antoniou, C., & Waddell, P. (2013). Factors affecting the adoption of vehicle sharing systems by young drivers. Transport policy, 29 (c), 64-73.
Frenken, K., & Schor, J. (2017). Putting the sharing economy into perspective. Environmental Innovation and Societal Transitions, 23, 3-10.
Ganapati, S., & Reddick, C.G. (2018). Prospects and challenges of sharing economy for the public sector. Government Information Quarterly, 35 (1), 77-87.
Gansky, L. (2010). The mesh: Why the future of business is sharing, Penguin Group, London, England.
Godelnik, R. (2017). Millennials and the sharing economy: Lessons from a ‘buy nothing new, share everything month’project. Environmental Innovation and Societal Transitions, 23 (c), 40-52.
Gupta, M., Esmaeilzadeh, P., Uz, I., & Tennant, V.M. (2019). The effects of national cultural values on individuals' intention to participate in peer-to-peer sharing economy. Journal of business research, 97, 20-29.
Guttentag, D. (2015). Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current issues in Tourism, 18 (12), 1192-1217.
Guttentag, D., Smith, S., Potwarka, L., & Havitz, M. (2018). Why tourists choose Airbnb: A motivation-based segmentation study. Journal of Travel Research, 57 (3), 342-359.
Habibi, M.R., Davidson, A., & Laroche, M. (2017). What managers should know about the sharing economy. Business Horizons, 60 (1), 113-121.
Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis (6th ed.). Pearson Prentice Hall. Upper Saddle River, NJ.
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the association for information science and technology, 67 (9), 2047-2059.
Hathaway,I. & Muro, M. (2016). Tracking the gig economy: New numbers. Brookings Report, 13.
Hawlitschek, F., Teubner, T., & Gimpel, H. (2016a). Understanding the sharing economy-Drivers and impediments for participation in peer-to-peer rental. 49th Hawaii International Conference on System Sciences (HICSS), Kauai, USA.
Hawlitschek, F., Teubner, T., & Weinhardt, C. (2016b). Trust in the sharing economy. Die Unternehmung, 70 (1), 26-44.
Heinrichs, H. (2013). Sharing economy: a potential new pathway to sustainability. GAIA-Ecological Perspectives for Science and Society, 22 (4), 228-231.
Hirsch, P.M., & Levin, D.Z. (1999). Umbrella advocates versus validity police: A life-cycle model. Organization Science, 10 (2), 199-212.
Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online readings in psychology and culture, 2 (1), 8.
Huang, M.-H., & Rust, R.T. (2011). Sustainability and consumption. Journal of the Academy of Marketing Science, 39 (1), 40-54.
Hwang, J., & Griffiths, M.A. (2017). Share more, drive less: Millennials value perception and behavioral intent in using collaborative consumption services. Journal of Consumer Marketing, 34 (2), 132-146.
Ikkala, T., & Lampinen, A. (2015). Monetizing network hospitality: hospitality and sociability in the context of Airbnb. CSCW’15 Proceedings of the ACM 2015 conference on Computer supported cooperative work. New York, ACM. 1033–1044
Jang, S.Y., Chung, J.Y., & Kim, Y.G. (2015). Effects of environmentally friendly perceptions on customers' intentions to visit environmentally friendly restaurants: An extended theory of planned behavior. Asia Pacific Journal of Tourism Research, 20 (6), 599-618.
John, N.A. (2013). The social logics of sharing. The Communication Review, 16 (3), 113-131.
Karlsson, L., & Dolnicar, S. (2016). Someone's been sleeping in my bed" Annals of Tourism Research, 58 (c), 159-162.
Kim, B., & Min, J. (2015). The distinct roles of dedication-based and constraint-based mechanisms in social networking sites. Internet Research, 25 (1), 30-51.
Kim, D.J., Ferrin, D.L., & Rao, H.R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information systems research, 20 (2), 237-257.
Koc, E., Ar, A.A., & Aydin, G. (2017). The potential implications of indulgence and restraint on service encounters in tourism and hospitality. Ecoforum Journal, 6 (3), 1-11.
Lamberton, C.P., & Rose, R.L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of marketing, 76(4), 109-125.
Leonard, L.N. (2012). Attitude influencers in C2C e-commerce: Buying and selling. Journal of Computer Information Systems, 52 (3), 11-17.
Liang, L.J., Choi, H.C., & Joppe, M. (2018). Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35 (1), 73-89.
Liu, F., Zhao, X., Chau , P.Y.K., & Tang, Q. (2015). Roles of perceived value and individual differences in the acceptance of mobile coupon applications. Internet Research, 25 (3), 471-495.
Maleki, A., & de Jong, M. (2014). A proposal for clustering the dimensions of national culture. Cross-Cultural Research, 48 (2), 107-143.
Malik, F., & Wahaj, Z. (2019). Sharing economy digital platforms and social inclusion/exclusion: A research study of Uber and Careem in Pakistan. In: Nielsen P., Kimaro H.C. (eds) Information and Communication Technologies for Development. Strengthening Southern-Driven Cooperation as a Catalyst for ICT4D. ICT4D 2019. IFIP Advances in Information and Communication Technology, 551. Springer, Cham. 248–259.
Mao, Z., & Lyu, J. (2017). Why travelers use Airbnb again? An integrative approach to understanding travelers’ repurchase intention. International Journal of Contemporary Hospitality Management, 29 (9), 2464-2482.
Martin, E.W., & Shaheen, S.A. (2011). Greenhouse gas emission impacts of carsharing in North America. IEEE transactions on intelligent transportation systems, 12 (4), 1074-1086.
Maycotte, H.O. (2015). Millennials are driving the Sharing Economy–And So Is Big Data. Retrieved from https://www. forbes. com/sites/homaycotte/2015/05/05/millennials‐are‐driving‐the‐sharing‐economy‐and‐so‐is‐big‐data.
Mazaheri, E., Richard, M.O., Laroche, M., & Ueltschy, L.C. (2014). The influence of culture, emotions, intangibility, and atmospheric cues on online behavior. Journal of Business Research, 67 (3), 253-259.
Minkov, M. (2009). Predictors of differences in subjective well-being across 97 nations. Cross-Cultural Research, 43 (2), 152-179.
Minkov, M., & Hofstede, G. (2012). Hofstede’s fifth dimension: New evidence from the World Values Survey. Journal of cross-cultural psychology, 43 (1), 3-14.
Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14 (3), 193-207.
Morgan, R.M., & Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (3), 20-38.
Mulcahy, D. (2016). The gig economy: the complete guide to getting better work, taking more time off, and financing the life you want. Amacom, New York, NY.
Parker, G.G., Van Alstyne, M.W., & Choudary, S.P. (2016). Platform Revolution: How Networked Markets are Transforming the Economy and How to Make them to Work for you (1st edition), WW Norton & Company, New York.
Pavlou, P.A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS quarterly, 30 (1), 115-143.
Perfili, M., Parente, S., Grimaldi, M., & Morales-Alonso, G. (2019). A Study on Consumer Behaviour in the Sharing Economy. In Ortiz Bas, Á., Andrés Romano, C., Poler, R., García-Sabater, J.-P. (Eds.). Engineering Digital Transformation, Proceedings of the 11th International Conference on Industrial Engineering and Industrial Management. Springer, 79-86.
Priporas, C.V., Stylos, N., Rahimi, R., & Vedanthachari, L.N. (2017). Unraveling the diverse nature of service quality in a sharing economy: A social exchange theory perspective of Airbnb accommodation. International Journal of Contemporary Hospitality Management, 29 (9), 2279-2301.
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W.E., Luchs, M.G., Ozanne, L.K., & Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30 (1), 31-38.
PWC, U. 2015. The sharing economy–sizing the revenue opportunity. Acessado em outubro/: https://www. pwc. co. uk/issues/megatrends/collisions/sharingeconomy/outlook-for-thesharing-economy-in-the-uk-. html.
Reuterberg, S.-E., & Gustafsson, J.-E. (1992). Confirmatory factor analysis and reliability: Testing measurement model assumptions. Educational and Psychological Measurement, 52 (4), 795-811.
Rysman, M. (2009). The economics of two-sided markets. Journal of economic perspectives, 23 (3), 125-143.
Stephany, A. (2015). The business of sharing: Making it in the new sharing economy, Palgrave Macmillan, London.
Stokes, K., Clarence,E., Anderson, L., & Rinne, A. (2014). Making sense of the UK collaborative economy. Nesta, London, UK.
Sundararajan, A. (2016). The sharing economy: The end of employment and the rise of crowd-based capitalism. Mit Press, US, UK.
Sung, E., Kim H., & Lee, D. (2018). Why Do People Consume and Provide Sharing Economy Accommodation?—A Sustainability Perspective. Sustainability, 10 (6), 2072.
Tang, L. (2017). Mine your customers or mine your business: the moderating role of culture in online word-of-mouth reviews. Journal of International Marketing, 25 (2), 88-110.
Teubner, T., Adam, M.T.P., Camacho, S., & Hassanein, K. (2014). Understanding resource sharing in C2C platforms: the role of picture humanization, 25th Australasian Conference on Information Systems. Auckland, New Zealand.
Tussyadiah, I.P. (2015). An exploratory on drivers and deterrents of collaborative consumption in travel. In Tussyadiah, I., Inversini, A. (Eds.), Information & Communication Technologies in Tourism 2015. Springer International Publishing, Switzerland.
Tussyadiah, I.P. (2016). Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, 55, 70-80.
Tussyadiah, I.P., & Pesonen, J. (2016). Impacts of peer-to-peer accommodation use on travel patterns. Journal of Travel Research, 55 (8), 1022-1040.
van de Glind, P.B. (2013). The consumer potential of Collaborative Consumption (Master thesis). University of Utrecht, Faculty of Geosciences Theses, Netherlands
Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS quarterly, 28 (4), 695-704.
Villasenor, J., West, D. & Lewis, R. 2015. The 2015 Brookings financial and digital inclusion project report: Measuring progress on financial access and usage, Brookings Institution Press.
Weber, T.A. (2014). Intermediation in a sharing economy: insurance, moral hazard, and rent extraction. Journal of Management Information Systems, 31 (3), 35-71.
Wen, J., Hu Y., & Kim, H.J. (2018). Impact of individual cultural values on hotel guests’ positive emotions and positive eWOM intention: Extending the cognitive appraisal framework. International Journal of Contemporary Hospitality Management, 30 (3), 1769-1787.
Widlok, T. (2004). Sharing by default? Outline of an anthropology of virtue. Anthropological Theory, 4 (1), 53-70.
Yaraghi, N., & Ravi, S. (2017). The current and future state of the sharing economy. SSRN. Retrieved from: https://ssrn.com/abstract=3041207.
Zervas, G., Proserpio, D.M., & Byers, J. (2017). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of marketing research, 54 (5), 687-705.
The Author wishes to submit the Work to SJM for publication. To enable SJM to publish the Work and to give effect to the parties’ intention set forth herein, they have agreed to cede the first right to publication and republication in the SJM Journal.
Cession
The Author hereby cedes to SJM, who accepts the cession, to the copyright in and to the paper.
The purpose of the cession is to enable SJM to publish the Work, as first publisher world-wide, and for republication in the SJM Journal, and to grant the right to others to publish the Work world-wide, for so long as such copyright subsists;
SJM shall be entitled to edit the work before publication, as it deems fit, subject to the Authors approval
The Author warrants to SJM that:
- the Author is the owner of the copyright in the Work, whether as author or as reassigned from the Author’s employee and that the Author is entitled to cede the copyright to SJM;
- the paper (or any of its part) is not submitted or accepted for publication in any other Journal;
- the Work is an original work created by the Author;
- the Author has not transferred, ceded, or assigned the copyright, or any part thereof, to any third party; or granted any third party a licence or other right to the copyright, which may affect or detract from the rights granted to SJM in terms of this agreement.
The Author hereby indemnifies the SJM as a body and its individual members, to the fullest extent permitted in law, against all or any claims which may arise consequent to the warranties set forth.
No monetary consideration shall be payable by SJM to the Author for the cession, but SJM shall clearly identify the Author as having produced the Work and ensure that due recognition is given to the Author in any publication of the Work.
Should SJM, in its sole discretion, elect not to publish the Work within 1 year after the date of this agreement, the cession shall lapse and be of no further effect. In such event the copyright shall revert to the Author and SJM shall not publish the Work, or any part thereof, without the Author’s prior written consent.