The findings suggest that the perceived relative advantage and attitude influences the intention to participate in the sharing economy.
Authors
Shubhomoy Banerjee, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Kaushik Mukerjee, Marketing Area, Jindal Global Business School, O.P. Jindal Global University, Sonipat, India.
Ateeque Shaikh, Indian Institute of Management Jammu, Jammu, India.
Summary
The study examines the role of attitude, perceived relative advantage and perceived risk on intention to participate in the sharing economy–based cab services in India. Further, it investigates the impact of intention to participate in the sharing economy on transformation expectations of consumers. Finally, the study tests the moderating role of materialism in the relationship between intention to participate in the sharing economy and transformation expectations of consumers.
Methodology
This study used cross-sectional survey research design to collect data from 408 respondents through online questionnaire in India, an emerging market. The study analysed the data using structural equation modelling technique using IBM AMOS software.
Findings
The findings of the study suggest that perceived relative advantage and attitude influences the intention to participate in the sharing economy. Intention to participate in the sharing economy positively influences transformation expectations. Materialism moderates the relationship between intention to participate and transformation expectations of consumers.
Research limitations
In a departure from previous studies, this study establishes that perceived risk may not be an important factor driving the intention to participate in the sharing economy. Further, it is among the first studies to establish the role of intention to participate in the sharing economy as a possible driver of transformation expectations.
Practical implications
The importance of transformation expectations can be communicated as an outcome to encourage participation in the sharing economy. Managers can highlight the relative advantages to promote participation in the sharing economy.
Originality
This study is probably the first attempt to understand the transformation expectations of consumers in the sharing economy. Further, the study tests the moderating role of materialism in the relationship between intention to participate and transformation expectation of consumers.
Published in: Benchmarking: An International Journal
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