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http://dx.doi.org/10.5392/JKCA.2018.18.03.019

Intention to Participate in Collaborative Consumption as Providers and Users  

Hwang, Hyesun (성균관대학교 소비자가족학과)
Kim, Jee Hye (한국리서치 여론조사본부)
Kim, Kee-Ok (성균관대학교 소비자가족학과)
Publication Information
The Journal of the Korea Contents Association / v.18, no.3, 2018 , pp. 19-33 More about this Journal
Abstract
Collaborative consumption was suggested as a new paradigm of consumption and business model that focuses on sharing and using resources to reduce the risks of resource depletion and environmental impact. Individual consumers carry out a role not only as users but also as providers for collaborative consumption. In the present study, the authors investigated consumers' intention to participate in collaborative consumption both as providers and users. The effects of perceived benefit of collaborative consumption, subjective norms and ease of participation on the intention to participate in collaborative consumption were analyzed. The perceptions on benefits and subjective norms were relatively high, while the perception on ease of participation was relatively low. The effects of subjective norms and ease of participation on the intention to participate in collaborative consumption were significant. The result shows that support from one's reference group and the perception on ease of participation have significant positive effects on the intent to participate in collaborative consumption. Therefore, communication strategies for developing a positive consumer attitude and a social consensus about the necessity of collaborative consumption are needed.
Keywords
Collaborative Consumption; Sharing Economy; Perceived Benefit; Subjective Norm;
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