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

Waqar Nadeem, Mari Juntunen, Farid Shirazi, Nick Hajli Orcid Logo

Technological Forecasting and Social Change, Volume: 151, Start page: 119786

Swansea University Author: Nick Hajli Orcid Logo

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DOI (Published version): 10.1016/j.techfore.2019.119786

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...

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Published in: Technological Forecasting and Social Change
ISSN: 0040-1625
Published: 2020
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URI: https://cronfa.swan.ac.uk/Record/cronfa54563
first_indexed 2020-06-29T15:23:30Z
last_indexed 2021-01-20T04:18:29Z
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spelling 2021-01-19T12:43:01.4083805 v2 54563 2020-06-29 Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality 7608daaad16c0921edd18f5ac2643553 0000-0002-9818-181X Nick Hajli Nick Hajli true false 2020-06-29 CBAE 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 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 detail theoretical and managerial implications. Journal Article Technological Forecasting and Social Change 151 119786 0040-1625 Sharing economy; Value co-creation; Social support; Relationship quality; Ethics 1 2 2020 2020-02-01 10.1016/j.techfore.2019.119786 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2021-01-19T12:43:01.4083805 2020-06-29T11:12:37.9329759 Faculty of Humanities and Social Sciences School of Management - Business Management Waqar Nadeem 1 Mari Juntunen 2 Farid Shirazi 3 Nick Hajli 0000-0002-9818-181X 4 54563__17921__6280246928004e3088f60b9ccab8455c.pdf 54563.pdf 2020-08-14T16:42:21.3691990 Output 812775 application/pdf Version of Record true This is an open access article under the CC BY license. true eng http://creativecommons.org/licenses/BY/4.0/
title Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality
spellingShingle Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality
Nick Hajli
title_short Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality
title_full Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality
title_fullStr Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality
title_full_unstemmed Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality
title_sort Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality
author_id_str_mv 7608daaad16c0921edd18f5ac2643553
author_id_fullname_str_mv 7608daaad16c0921edd18f5ac2643553_***_Nick Hajli
author Nick Hajli
author2 Waqar Nadeem
Mari Juntunen
Farid Shirazi
Nick Hajli
format Journal article
container_title Technological Forecasting and Social Change
container_volume 151
container_start_page 119786
publishDate 2020
institution Swansea University
issn 0040-1625
doi_str_mv 10.1016/j.techfore.2019.119786
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description 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 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 detail theoretical and managerial implications.
published_date 2020-02-01T04:58:30Z
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score 11.04748

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