Determinants of Service consumer’s attitudes and Behavioural intentions towards Sharing Economy for Sustainable consumption: An Emerging Market Perspective

IF 3 4区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
L. Kaushal, A. Prashar
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引用次数: 4

Abstract

ABSTRACT Globally, an expansion in the ecological awareness, proliferation of social commerce and advancement of communication technologies have evolved shared economy (SE) as a new way of consumption. Understanding the inherent impulses of SE providers, platforms and users are key to the success of global SE platforms and services aiming to expand in emerging markets. This study employed the lens of Self-Determination theory to examine the motives underlying the participation behavior of SE users in one of the largest emerging market of India. We surveyed the 615 SE service user across four shared service categories, namely, accommodation, rides, coworking spaces, lifestyle goods. The hypotheses on direct and indirect effect were tested using techniques of Structural Equation Modeling. The results show that the intrinsic motive of perceived familiarity and extrinsic motive of economic benefits are the strongest determinant of attitude and continuous use intentions of Indian SE users. Additionally, we found that attitude has a strong positive influence on use intentions of Indian users. Prior SE research on consumer motivations is mostly on Airbnb and Uber data in western settings. This study provides more balanced knowledge about the potential of SE in the emerging markets.
服务消费者对共享经济可持续消费态度和行为意向的决定因素:一个新兴市场视角
在全球范围内,生态意识的增强、社交商务的普及和通信技术的进步使共享经济(SE)成为一种新的消费方式。了解SE提供商、平台和用户的内在冲动是全球SE平台和服务在新兴市场扩张成功的关键。本研究采用自我决定理论的视角,考察了印度最大的新兴市场之一的SE用户参与行为的动机。我们调查了615名SE服务用户,涉及四个共享服务类别,即住宿、骑行、共享办公空间和生活用品。采用结构方程建模技术对直接效应和间接效应假设进行了检验。结果表明,感知熟悉度的内在动机和经济利益的外在动机是印度SE用户态度和持续使用意愿的最强决定因素。此外,我们发现态度对印度用户的使用意图有很强的正向影响。之前SE对消费者动机的研究主要是针对西方国家的Airbnb和Uber数据。这项研究提供了更多关于新兴市场中小企业潜力的平衡知识。
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来源期刊
Journal of Global Information Technology Management
Journal of Global Information Technology Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
4.10
自引率
10.00%
发文量
19
期刊介绍: The Journal of Global Information Technology Management (JGITM) is a refereed international journal that is supported by Global IT scholars from all over the world. JGITM publishes articles related to all aspects of the application of information technology for international business. The journal also considers a variety of methodological approaches and encourages manuscript submissions from authors all over the world, both from academia and industry. In addition, the journal will also include reviews of MIS books that have bearing on global aspects. Practitioner input will be specifically solicited from time-to-time in the form of invited columns or interviews. Besides quality work, at a minimum each submitted article should have the following three components: an MIS (Management Information Systems) topic, an international orientation (e.g., cross cultural studies or strong international implications), and evidence (e.g., survey data, case studies, secondary data, etc.). Articles in the Journal of Global Information Technology Management include, but are not limited to: -Cross-cultural IS studies -Frameworks/models for global information systems (GIS) -Development, evaluation and management of GIS -Information Resource Management -Electronic Commerce -Privacy & Security -Societal impacts of IT in developing countries -IT and Economic Development -IT Diffusion in developing countries -IT in Health Care -IT human resource issues -DSS/EIS/ES in international settings -Organizational and management structures for GIS -Transborder data flow issues -Supply Chain Management -Distributed global databases and networks -Cultural and societal impacts -Comparative studies of nations -Applications and case studies
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