University of Oulu

Waqar Nadeem, Mari Juntunen, Farid Shirazi, Nick Hajli, Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality, Technological Forecasting and Social Change, Volume 151, 2020, 119786, ISSN 0040-1625, https://doi.org/10.1016/j.techfore.2019.119786

Consumers’ value co-creation in sharing economy : the role of social support, consumers’ ethical perceptions and relationship quality

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Author: Nadeem, Waqar1; Juntunen, Mari1; Shirazi, Farid2;
Organizations: 1Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Finland
2Institute for Innovation and Technology Management, Ryerson University, Toronto, Canada
3School of Management, Swansea University, United Kingdom
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.6 MB)
Persistent link: http://urn.fi/urn:nbn:fi-fe202002256459
Language: English
Published: Elsevier, 2020
Publish Date: 2020-02-25
Description:

Abstract

The ancient phenomenon of ‘sharing’ has become mainstream, and transformed the traditional consumer behavior due to proliferation of online sharing economy platforms. Millions of people participate in popular sharing economy platforms (SEPs) such as Airbnb and Uber. Although sharing economy research has gained interest, yet a holistic model that explains the formation of consumer value co-creation intentions on such platforms remains absent. The purpose of this study is to develop a model of the antecedents of consumers value co-creation intentions at SEPs and evaluate it empirically. Building on social support theory, relationship quality theory, value co-creation and marketing ethics literature, we propose a theoretical model that explains the formation of consumers’ value co-creation intentions. Empirical data was collected from n = 342 Generation Y consumers and analyzed using structural equation modeling (SEM). The results reveal that social support influences ethical perceptions, which further influences value co-creation. Ethical perceptions also influence consumers' trust, satisfaction and commitment with the SEP. However, trust and commitment do not influence value co-creation intentions. Our study contributes to the literature on sharing economy by providing a holistic model of the antecedents of consumers’ value co-creation intentions. We also offer important insights for SEP managers.

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Series: Technological forecasting and social change
ISSN: 0040-1625
ISSN-E: 1873-5509
ISSN-L: 0040-1625
Volume: 151
Article number: 119786
DOI: 10.1016/j.techfore.2019.119786
OADOI: https://oadoi.org/10.1016/j.techfore.2019.119786
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Subjects:
Copyright information: © 2019 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/BY/4.0/).
  https://creativecommons.org/licenses/by/4.0/