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The consumer journey on collaborative consumption platforms : an empirical study using structure equation modeling
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Orientador(es)
Resumo(s)
The consumption pattern in digital world is changing due to emerging platforms that allow individuals to share their underutilized assets so that others can access them without having any liability. These platforms based on collaborative consumption (CC) definitely provide economic gains but how consumers take this entire journey on CC platform is the focus of this research. To understand this phenomenon in detail, we first identified the key determinants of CC Platforms and then estimated the multiple relationships using partial least squares path modelling. The theoretical section included the dimension of consumer trust, social media and other relevant constructs along with technology acceptance theory, which further supported in developing the research model. In order to test the model, we conducted a detailed survey and validated the hypotheses. The outcome variables were sharing intention, user behaviour, trust, satisfaction, and intention to recommend. The explanation all the dependent variables was exceptionally good. In addition, we conducted a mediation analysis and found satisfaction as a mediator variable.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRM
Palavras-chave
Collaborative Consumption Platforms UTAUT2 Dimension of Consumer Trust The sharing economy in social media PLS path modeling