Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

Asymmetric Intention of Platform Participation in C2C Sharing Economy

C2C 공유경제 서비스 참여자 간의 비대칭적 플랫폼 참여의도

  • Received : 2017.06.12
  • Accepted : 2017.09.08
  • Published : 2017.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

The sharing economy has emerged as a new form of consumption pattern along with the advancement of information technology and the changes in the consumers' desires for economic spending. In a C2C-sharing economy platform, the user side and supplier side share the same assets, thereby making both sides of the market closely related. However, an information asymmetry exists within the platform that makes the players from one side reluctant to participate. This information asymmetry warrants a strategic approach for solving the fundamental "chicken and egg" problem for platform development. Motivated by this phenomenon, this study aims to analyze how the participation intentions from both sides of the platform are influenced by certain anteceding factors, such as trust, perceived risk, and perceived economic profit. Our findings show that the anteceding factors affect the participation intentions in different paths for both sides of the platform. As a managerial implication, these findings highlight the necessity of employing different approaches for each side of market development.

정보기술의 발달과 지속 가능하고 경제적인 소비를 원하는 소비자들의 인식변화로 인하여 공유경제는 새로운 소비형태로 부상하였다. C2C 공유경제 플랫폼에서는 기존의 플랫폼들과는 달리 하나의 자원을 사용자와 공급자가 공유하기 때문에, 사용자와 공급자가 더욱 긴밀한 관계를 맺게 되지만 각기 다른 역할과 비대칭적 정보를 가지고 플랫폼에 참여하게 된다. 따라서 C2C 공유경제 플랫폼의 리더십을 추구하는 기업들은 양면시장에서의 사용자와 공급자 간의 차이, 특히 정보의 비대칭성을 고려한 전략적 접근이 필요하다. 본 연구에서는 수요 및 공급자들의 플랫폼 참여의도가 신뢰, 인지된 위험, 인지된 경제적 이익 등의 선행 요인들에 어떻게 영향을 받으며, 두 집단간에 어떤 차이점이 있는지를 분석함에 그 목적이 있다. 연구결과, 신뢰와 인지된 위험 그리고 인지된 경제적 이익은 사용자 집단에 따라 플랫폼 참여의도에 각각 다르게 영향을 미치는 것으로 확인되었다. 본 연구는 C2C 플랫폼의 리더가 되기를 추구하는 기업들이 고려해야 하는 주요 요인들과 참여자 그룹에 따라 상이한 전략적 방향을 제시해야 한다는 점을 밝혔다는 데에서 학문적, 실무적 의의를 찾을 수 있다.

Keywords

References

  1. Achrol, R. S. and L. W. Stern, "Environmental determinants of decision-making uncertainty in marketing channels", Journal of Marketing Research, Vol.25, No.1, 1988, pp. 36-50. https://doi.org/10.1177/002224378802500104
  2. Ackerloff, G., "The market for lemons: Quality uncertainty and the market mechanism", Quarterly Journal of Economics, Vol.84, No.3, 1970, pp. 488-500. https://doi.org/10.2307/1879431
  3. Ajzen, I., "The theory of planned behavior", Organizational Behavior and Human Decision Processes, Vol.50, No.2, 1991, pp. 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  4. Aldas-Manzano, J., C. Lassala-Navarre, C. Ruiz-Mafe, and S. Sanz-Blas, "The role of consumer innovativeness and perceived risk in online banking usage", International Journal of Bank Marketing, Vol.27, No.1, 2009, pp. 53-75. https://doi.org/10.1108/02652320910928245
  5. Bardhi, F. and G. M. Eckhardt, "Access-based consumption: The case of car sharing", Journal of Consumer Research, Vol.39, No.4, 2012, pp. 881-898. https://doi.org/10.1086/666376
  6. Bauer, R. A., Consumer Behavior as Risk Taking, Dynamic Marketing for a Changing World, 1960.
  7. Belk, R., "You are what you can access: Sharing and collaborative consumption online", Journal of Business Research, Vol.67, No.8, 2014, pp. 1595-1600. https://doi.org/10.1016/j.jbusres.2013.10.001
  8. Bhattacherjee, A., "Individual trust in online firms: Scale development and initial test", Journal of Management Information Systems, Vol.19, No.1, 2002, pp. 211-241. https://doi.org/10.1080/07421222.2002.11045715
  9. Bhattacherjee, A., "Understanding information systems continuance: An expectation-confirmation model", MIS Quarterly, Vol.25, No.3, 2001, pp. 351-370. https://doi.org/10.2307/3250921
  10. Bock, G. W., R. W. Zmud, Y. G. Kim, and J. N. Lee, "Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate", MIS Quarterly, Vol.29, No.1, 2005, pp. 87-111. https://doi.org/10.2307/25148669
  11. Botsman, R. and R. Rogers, "Beyond zipcar: Collaborative consumption", Harvard Business Review, Vol.88, No.10, 2010, pp. 10-30.
  12. Castaneda, J. A., F. Munoz-Leiva, and T. Luque, "Web acceptance model (WAM): Moderating effects of user experience", Information & Management, Vol.44, No.4, 2007, pp. 384-396. https://doi.org/10.1016/j.im.2007.02.003
  13. Chai, S., S. Das, and H. R. Rao, "Factors affecting blogger's knowledge sharing: An investigation across gender", Journal of Management and Information Systems, Vol.28, No.3, 2012, pp. 309-341. https://doi.org/10.2753/MIS0742-1222280309
  14. Cockayne, D. G., "Sharing and neoliberal discourse: The economic function of sharing in the digital on-demand economy", Geoforum, Vol.77, 2016, pp. 73-82. https://doi.org/10.1016/j.geoforum.2016.10.005
  15. Conchar, M. P., G. M. Zinkhan, C. Peters, and S. Olavarrieta, "An integrated framework for the conceptualization of consumers' perceived-risk processing", Journal of the Academy of Marketing Science, Vol.32, No.4, 2004, pp. 418-436. https://doi.org/10.1177/0092070304267551
  16. Corbitt, B. J., T. Thanasankit, and H. Yi, "Trust and e-commerce: A study of consumer perceptions. electronic commerce research and applications", Electronic Commerce Research and Applications, Vol.2, No.3, 2003, pp. 203-215. https://doi.org/10.1016/S1567-4223(03)00024-3
  17. Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quarterly, Vol.13, No.3, 1989, pp. 319-340. https://doi.org/10.2307/249008
  18. DelVecchio, D. and D. C. Smith, "Brand-extension price premiums: The effects of perceived fit and extension product category risk", Journal of the Academy of Marketing Science, Vol.33, No.2, 2005, pp. 184-196. https://doi.org/10.1177/0092070304269753
  19. Eisenmann, T., G. Parker, and M. W. Van Alstyne, "Strategies for two-sided markets", Harvard Business Review, Vol.84, No.10, 2006, pp. 92-102.
  20. Ert, E., A. Fleischer, and N. Magen, "Trust and reputation in the sharing economy: The role of personal photos in airbnb", Tourism Management, Vol.55, 2016, pp. 62-73. https://doi.org/10.1016/j.tourman.2016.01.013
  21. Fradkin, A., E. Grewal, and D. Holtz, "The determinants of online review informativeness: Evidence from field experiments on Airbnb", MIT Working Paper, 2017.
  22. Gefen, D., "E-commerce: The role of familiarity and trust", Omega, Vol.28, No.6, 2000, pp. 725- 737. https://doi.org/10.1016/S0305-0483(00)00021-9
  23. Goodwin, N. R., Economic Meanings of Trust and Responsibility, The University of Michigan Press, Ann Arbor, MI, 1996.
  24. Hamari, J., M. Sjoklint, and A. Ukkonen, "The sharing economy: Why people participate in collaborative consumption", Journal of the Association for Information Science and Technology, Vol.67, No.9, 2015, pp. 2047-2059. https://doi.org/10.1002/asi.23552
  25. Hsin Chang, H. and S. Wen Chen, "The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator", Online Information Review, Vol.32, No.6, 2008. pp. 818-841. https://doi.org/10.1108/14684520810923953
  26. Jacoby, J. and L. B. Kaplan, "The components of perceived risk", SV-Proceedings of the Third Annual Conference of the Association for Consumer Research, 1972, pp. 382-393.
  27. Jarvenpaa, S. L., N. Tractinsky, and L. Saarinen, "Consumer trust in an internet store: A cross cultural validation", Journal of Computer Mediated Communication, Vol.5, No.2, 1999.
  28. Jiuan, T. S., "Strategies for reducing consumers' risk aversion in internet shopping", Journal of Consumer Marketing, Vol.16, No.2, 1999, pp. 163-180. https://doi.org/10.1108/07363769910260515
  29. Keen, P., G. Ballance, S. Chan, and S. Schrump, Electronic Commerce Relationships: Trust by Design, Englewood Cliffs, NJ: Prentice Hall, 1999.
  30. Kesharwani, A. and S. Singh Bisht, "The impact of trust and perceived risk on internet banking adoption in India: An extension of technology acceptance model", International Journal of Bank Marketing, Vol.30, No.4, 2012, pp. 303-322. https://doi.org/10.1108/02652321211236923
  31. Kim, D. J., D. L. Ferrin, and H. R. Rao, "A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents", Decision Support Systems, Vol.44, No.2, 2008, pp. 544-564. https://doi.org/10.1016/j.dss.2007.07.001
  32. Kim, M. S. and J. H. Ahn, "Management of trust in the e-marketplace: The role of the buyer's experience in building trust", Journal of Information Technology, Vol.22, No.2, 2007, pp. 119-132. https://doi.org/10.1057/palgrave.jit.2000095
  33. Lamberton, C. P. and R. L. Rose, "When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems", Journal of Marketing, Vol.76, No.4, 2012, pp. 109-125. https://doi.org/10.1509/jm.10.0368
  34. Lee, Z., I. Im, and S. J. Lee, "The effect of negative buyer feedback on prices in internet auction markets", In Proceedings of the Twenty First International Conference on Information Systems, Association for Information Systems, 2000, pp. 286-287.
  35. Leo Burnett Company, The Sharing Economy: Where We Go from Here, Leo Burnett Company, inc, Chicago IN, 2014.
  36. Lessig, L., Remix: Making Art and Commerce Thrive in the Hybrid Economy, Penguin, New York, NY, 2008.
  37. Luca, M. and G. Zervas, "Fake it till you make it: Reputation, competition, and yelp review fraud", Management Science, Vol.62, No.12, 2016, pp. 3412-3427. https://doi.org/10.1287/mnsc.2015.2304
  38. Lynam, D., T. Moffitt, and M. Stouthamer-Loeber, "Explaining the relation between IQ and delinquency: Class, race, test motivation, school failure, or self-control?", Journal of Abnormal Psychology, Vol.102, No.2, 1993, pp. 187-196. https://doi.org/10.1037//0021-843X.102.2.187
  39. MacKenzie, S. B. and R. A. Spreng, "How does motivation moderate the impact of central and peripheral processing on brand attitudes and intentions?", Journal of Consumer Research, Vol.18, No.4, 1992, pp. 519-529. https://doi.org/10.1086/209278
  40. Mayer, R. C., J. H. Davis, and F. D. Schoorman, "An integrative model of organizational trust", Academy of Management Review, Vol.20, No.3, 1995, pp. 709-734. https://doi.org/10.2307/258792
  41. McKnight, D. H., L. L. Cummings, and N. L. Chervany, "Initial trust formation in new organizational relationships", Academy of Management Review, Vol.23, No.3, 1998, pp. 473-490. https://doi.org/10.5465/amr.1998.926622
  42. McKnight, D. H., V. Choudhury, and C. Kacmar, "The impact of initial consumer trust on intentions to transact with a web site: A trust building model", The Journal of Strategic Information Systems, Vol.11, No.3, 2002, pp. 297-323. https://doi.org/10.1016/S0963-8687(02)00020-3
  43. Mishra, D. P., J. B. Heide, and S. G. Cort, "Information asymmetry and levels of agency relationships", Journal of Marketing Research, Vol.35, No.3, 1998, pp. 277-295. https://doi.org/10.1177/002224379803500301
  44. Mitchell, V. W. and G. Harris, "The importance of consumers' perceived risk in retail strategy", European Journal of Marketing, Vol.39, No.7/8, 2005, pp. 821-837. https://doi.org/10.1108/03090560510601789
  45. Mitchell, V. W., "Consumer perceived risk: Conceptualisations and models", European Journal of Marketing, Vol.33, No.1, 1999, pp. 163-195. https://doi.org/10.1108/03090569910249229
  46. Mohlmann, M., "Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again", Journal of Consumer Behaviour, Vol.14, No.3, 2015, pp. 193-207. https://doi.org/10.1002/cb.1512
  47. Morgan, R. M. and S. D. Hunt, "The commitment-trust theory of relationship marketing", Journal of Marketing, Vol.58, No.3, 1994, pp. 20-38. https://doi.org/10.1177/002224299405800302
  48. Neumann, P. G., "Identity-related misuse", Communications of the ACM, Vol.40, No.7, 1997, pp. 112-113. https://doi.org/10.1145/256175.256196
  49. Nicolaou, A. I. and D. H. McKnight, "Perceived information quality in data exchanges: Effects on risk, trust, and intention to use", Information Systems Research, Vol.17, No.4, 2006, pp. 332- 351. https://doi.org/10.1287/isre.1060.0103
  50. Nysveen, H., P. E. Pedersen, and H. Thorbjornsen, "Explaining intention to use mobile chat services: Moderating effects of gender", Journal of Consumer Marketing, Vol.22, No.2, 2005, pp. 247-256. https://doi.org/10.1108/07363760510611671
  51. Pavlou, P. A. and D. Gefen, "Building effective online marketplaces with institution-based trust", Information Systems Research, Vol.15, No.1, 2004, pp. 37-59. https://doi.org/10.1287/isre.1040.0015
  52. Pavlou, P. A. and M. Fygenson, "Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior", MIS Quarterly, Vol.30, No.1, 2006, pp. 115-143. https://doi.org/10.2307/25148720
  53. Pennington, R., H. D. Wilcox, and V. Grover, "The role of system trust in business-to-consumer transactions", Journal of Management Information Systems, Vol.20, No.3, 2003, pp. 197-226. https://doi.org/10.1080/07421222.2003.11045777
  54. Peter, J. P. and X. L. Tarpey, "A comparative analysis of three consumer decision strategies", Journal of Consumer Research, Vol.2, No.1, 1975, pp. 29-37. https://doi.org/10.1086/208613
  55. Ponte, E. B., E. Carvajal-Trujill, and T. Escobar-Rodr, "Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents", Tourism Management, Vol.47, 2015, pp. 286-302. https://doi.org/10.1016/j.tourman.2014.10.009
  56. PricewaterhouseCoopers, L. L. P., The Sharing Economy, Consumer Intelligence Series, 2015.
  57. Reichheld, F. F. and P. Schefter, "E-loyalty: Your secret weapon on the web", Harvard Business Review, Vol.78, No.4, 2000, pp. 105-113.
  58. Ryu, K. and H. Han, "Predicting tourists' intention to try local cuisine using a modified theory of reasoned action: The case of new orleans", Journal of Travel and Tourism Marketing, Vol.27, No.5, 2010, pp. 491-506. https://doi.org/10.1080/10548408.2010.499061
  59. Sanz-Blas, S., C. Ruiz-Mafe, and P. Perez, "Key drivers of services website loyalty", The Service Industries Journal, Vol.34, No.5, 2014, pp. 455-475. https://doi.org/10.1080/02642069.2014.871530
  60. Schaefers, T., S. J. Lawson, and M. Kukar-Kinney, "How the burdens of ownership promote consumer usage of access-based services", Marketing Letters, Vol.27, No.3, 2016, pp. 569-577. https://doi.org/10.1007/s11002-015-9366-x
  61. Slade, E. L., Y. K. Dwivedi, N. C. Piercy, and M. D. Williams, "Modeling consumers' adoption intentions of remote mobile payments in the united kingdom: Extending UTAUT with innovativeness, risk, and trust", Psychology & Marketing, Vol.32, No.8, 2015, pp. 860-873. https://doi.org/10.1002/mar.20823
  62. Sun, H., "Sellers' trust and continued use of online marketplaces", Journal of the Association for Information Systems, Vol.11, No.4, 2010, pp. 182-211. https://doi.org/10.17705/1jais.00226
  63. Tussyadiah, I. P. and J. Pesonen, "Drivers and barriers of peer-to-peer accommodation stay: An exploratory study with american and finnish travelers", Current Issues in Tourism, 2016, pp. 1-18.
  64. Verhagen, T., S. Meents, and Y. H. Tan, "Perceived risk and trust associated with purchasing at electronic marketplaces", European Journal of Information Systems, Vol.15, No.6, 2006, pp. 542-555. https://doi.org/10.1057/palgrave.ejis.3000644
  65. Wang, C. and P. Zhang, "The evolution of social commerce: The people, management, technology, and information dimensions", Communications of the Association for Information Systems, Vol.3, No.5, 2012, pp. 1-23. https://doi.org/10.17705/1CAIS.03105
  66. Wang, Y. D. and H. H. Emurian, "An overview of online trust: Concepts, elements, and implications", Computers in Human Behavior, Vol.21, No.1, 2005, pp. 105-125. https://doi.org/10.1016/j.chb.2003.11.008
  67. Wu, J. H. and S. C. Wang, "What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model", Information & Management, Vol.42, No.5, 2005, pp. 719-729. https://doi.org/10.1016/j.im.2004.07.001
  68. Xiong, L. and L. Liu, "Peertrust: supporting reputation-based trust for peer-to-peer electronic communities", IEEE Transactions on Knowledge and Data Engineering, Vol.16, No.7, 2004, pp. 843-857. https://doi.org/10.1109/TKDE.2004.1318566
  69. Zeithaml, V. A., "Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence", The Journal of Marketing, Vol.52, No.3, 1988, pp. 2-22. https://doi.org/10.1177/002224298805200302