Collaborative Consumption in an Emerging Market: What Motivates Consumers to Adopt It under Economic and Political Uncertainty?
This study presents a consumption model tailored for emerging markets beyond BRICS, which considers the advantages of a sharing economy service and its impact on user behavioral intention. Moreover, it integrates moderating variables to enhance the understanding of consumer behavior toward adopting...
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| Veröffentlicht in: | Sustainability 2023-10, Vol.15 (21), p.15482 |
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| creator | Llanos, Gonzalo Guiñez-Cabrera, Nataly Mansilla-Obando, Katherine Gómez-Sotta, Esteban Buchuk, Paulo Altamirano, Matías Alviz, Marcelo |
| description | This study presents a consumption model tailored for emerging markets beyond BRICS, which considers the advantages of a sharing economy service and its impact on user behavioral intention. Moreover, it integrates moderating variables to enhance the understanding of consumer behavior toward adopting collaborative consumption services, making two significant contributions to the existing literature. By drawing data from 270 customers from Chile and utilizing variance-based structural equation modeling along with partial least squares techniques that use SmartPLS, the research findings highlight that convenience and enjoyment play the most pivotal roles in influencing consumer behavioral intention. Additionally, the study reveals that gender significantly moderates the relationship between convenience and purchase intention. Overall, this research sheds light on the potential of sharing economy services in emerging markets, providing valuable insights into consumer preferences and behavior, which can prove beneficial for businesses and policymakers alike. |
| doi_str_mv | 10.3390/su152115482 |
| format | Article |
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Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). 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| subjects | Business models Chile Collaboration Consumer behavior Consumer preferences Consumers Consumption Cost control Customer services Economic crisis Emerging markets Forecasts and trends Marketing research Motivation Natural resources Pandemics Participation Sharing economy Social networks Sustainability Uncertainty United Kingdom Web 2.0 |
| title | Collaborative Consumption in an Emerging Market: What Motivates Consumers to Adopt It under Economic and Political Uncertainty? |
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