Consumer intentions to use collaborative economy platforms: A meta‐analysis

Collaborative economy platforms (CEP) have been investigated from various disciplines, theoretical frameworks and methodological approaches. Subsequently, numerous models emerged to explain the cognitive process underlying intentions to use CEP. Yet, their findings are fragmented and diverse, impeding thereby theory development and management practice. This article addresses this deficiency by a meta-analysis of psychosocial determinants of collaborative economy platforms (CEP) use intentions. Based on information from a total of 27 independent samples, we find support for the relation between psychosocial determinants and CEP use intentions, as well as willingness to pay a premium price for CEP. The findings show that (1) emotional and flexibility utility exert the strongest influence on use intentions; (2) functional and social utility exert more influence on willingness to pay a premium price; (3) CEP are primarily used for enjoyment and practical purposes; and (4) hedonism does not strongly lead to an increased willingness to pay

Role transitions at the prosumer level: Spillover effects in the collaborative economy from an interactive marketing perspective

Purpose: The purpose of this study is to examine the process underlying how consumers shift roles from users to suppliers of goods or services in the collaborative economy (CE). It examines quantatively the impact of a series of explanatory variables underlying that switchover process. Design/methodology/approach: This study identifies and tests the key factors that motivate the userprovider transition by introducing the spillover effect from the proenvironmental literature into collaborative practices and using four experimental designs. Considering behavioral characteristics, context, intrinsic variables and socialization, this study provides an in-depth understanding of the process of transition from user to supplier in the CE. Findings: The results suggest the interactive nature of the spillover as peer influence boosts changes in individual motivations, preferences and behaviors. Furthermore, promoting solidarity between members of the CE platform facilitates the transition of participants from users to providers. In addition, the users’ perception of socialization, satisfaction and sense of indebtedness may also play a significant role in the transition. Research limitations/implications: The study highlights the process underlying the switchover from user to provider at the prosumer level. More specifically, this study identifies key variables influencing the intention to switchover in the CE by drawing on the spillover effect from pro-environmental behavior and considering the spillover as an interactive process. Practical implications: Managers who wish to develop collaborative systems must attract a critical mass of providers to ensure the viability of their systems. Instead of recruiting new providers, managers may convert existing users into providers. This study identifies the key variables to modulate to this end. Originality/value: The findings offer important managerial implications and shed new light on the CE literature

Advancing quantitative rigor in the circular economy literature: New methodology for product lifetime extension business models

Research on product lifetime extension (PLE) is of emerging interest in the circular economy (CE), but the extant literature is deficient in various aspects. First, it lacks a systematic analysis of the structure which underlies organizational efforts to PLE. Second, the literature has overlooked the role of two key agents in circular economy, namely, businesses and consumers. Third, the literature lacks a systematic study of the product lifetime extension strategies. Fourth, although several studies have proposed taxonomies of organizations in the circular economy, they lack quantitative rigor, ecological validity, and generalizability. The purpose of this study is to address these deficiencies in the circular economy literature. Specifically, this article develops and empirically validates a methodology to classify a specific type of circular business model, namely product lifetime extension business models, involving organizations and consumers, to bring quantitative rigor to conduct and presentation of taxonomy research in the field of the circular economy

Message Sidedness Effects in Advertising: The Role of Yin-Yang Balancing Theory

Past research has shown mixed results regarding the persuasiveness of two-sided messages. Various underlying constructs were suggested to explain the differences in results. This study draws on the Yin-Yang Balancing (YYB) theory and the construct of tolerance for contradiction (i.e., the tolerance for inconsistency and resolution among contrasts) to explain differences in the effectiveness of two-sided ads. The study consisted of a cross-cultural survey involving Easterners, who hold typically higher tolerance for contradiction, with Westerners characterized by a lower tolerance for contradiction. A series of analyses of variance (ANOVAs) were conducted to explore the difference between both groups on key variables. Structural equation modeling (SEM) tested the proposed conceptual model as a whole and for both groups, highlighting key cross-cultural differences. Additionally, the PROCESS macro was used to test the mediation effects posited in the model. The findings showed that although the tolerance for contradiction does not directly impact purchase intentions, it exerts both direct and indirect effects on purchase intentions through credibility and attitudes for Easterners but not for Westerners. The findings offer important theoretical and managerial implications: Two-sided ads are more effective to consumers with a higher tolerance for contradiction (e.g., Easterners) versus consumers with a lower tolerance for contradiction (e.g., Westerners)

From single-use to multi-use:Study of consumers’ behavior toward consumption of reusable containers

This study advances the theory of planned behavior (TPB) to identify the mechanism that underlies the consumption of reusable containers. A questionnaire including context, motivation, subjective norms, attitudes, perceived behavioral control, intentions and behavior items was developed and pre-tested on 180 students in a Canadian and a Chinese university respectively. Subsequently, the questionnaire was implemented in the form of an online survey and 1221 effective responses were collected from Western (n = 549) and Asian (n = 672) consumers. The findings revealed that the context and motivation variables are important antecedents to several TPB constructs. Context strongly impacts perceived behavioral control and motivations as well as attitudes. Motivation is clearly distinct from intentions and has a significant influence on both attitudes and intentions. In addition to the standard variables of perceived behavioral control, subjective norms and attitudes, motivation does have a significant impact on intentions. Furthermore, there are cultural differences in the way context impacts intentions and behavior in that Asians (Westerners) are influenced by context to increase reusable containers consumption through motivation (attitudes). Attitude is a significantly stronger predictor of intentions for Westerners than Asians

Assessing the Potential of Sustainable Value Chains in the Collaborative Economy

The current business paradigm entails a narrow, profit-centered and managerially-focused nature. This article proposes that the study of the collaborative economy necessitates an inevitable shift in the conventional business paradigm and suggests that the institutional school of marketing thought, in general, and the electric theory of marketing, in particular, offers a useful theoretical framework for investigating the theoretical impact of the collaborative economy on the value chain. Uber is used as an illustrative case, on which the electric theory of marketing is applied, to demonstrate how the archetype of the collaborative economy theoretically impacts the value chain and contributes to sustainability in the value chain in the transportation services industry. The study provides further insights in the form of suggestions and propositions for ensuring sustainability in the value chain of collaborative systems

Assessing satisfaction with core and secondary attributes

This research assesses visitor satisfaction with the core and secondary attributes of a tourist destination, using two conventional methods, stated and derived importance. The article shows the importance of core attributes are recoverable equally well, regardless of the method. Importance of secondary attributes, however, vary depending on the estimation method. This difference is systematic. Researchers should use derived methods for assessing satisfaction with secondary attributes. The data are from surveys from visitors to Latin America.

Impact of TV dramas on consumers' travel, shopping and purchase intentions

Countries are increasingly competing with each other to attract tourists. However, little is known about how consumers' tourism‐related behaviors respond to country image endeavors, such as TV dramas. We propose that as an important image source TV dramas from a country contribute to crafting the country's brand image and thereby influence viewers' tourism related intentions. Considering the case of Turkish TV dramas and drawing on the Hierarchical Decision Model (HDM), a survey of 400 Arab viewers revealed that exposure to Turkish TV dramas results in increased intentions to visit and shop in Turkey as well as to purchase products made in Turkey. Furthermore, while increase in purchase intentions results primarily from enhanced experiential associations related to the country, increase in visit or shopping intentions results from improved status associations related to the country

Stepping Outside the Self Promotes Pro-Environmental Behaviors

Although different self-perspectives can prompt different mindsets, leading to different responses, little is known about how self-perspective impacts pro-environmental behaviors. This study explores the effect of self-perspective, i.e., either self-immersed or self-distanced perspective, on environmental attitudes and behavior. Based on an online survey of 409 respondents in the United States, we find that pro-environmental behaviors are perceived as more important and less costly from a self-distanced perspective, compared to a self-immersed one, which in turn facilitates more engagement in pro-environmental behaviors. Furthermore, a self-distanced perspective is more prevalent than a self-immersed perspective when individuals are less satisfied with and perceive less control over their pro-environmental behaviors. This study extends the self-perspective theory to research on pro-environmental behaviors, and offers useful implications for individuals to address conflicts between environmental and self-interested considerations, as well as for public policy makers and practitioners to promote more engagement in pro-environmental behaviors

Predicting m-shopping in the two largest m-commerce markets: The United States and China

This research examines the factors affecting consumers’ mobile shopping (m-shopping) intentions in China and the United States. Drawing on the hedonic-motivation system adoption model (HMSAM), it is proposed that perceived ease of use affects m-shopping intentions; furthermore, this relationship is mediated by perceived usefulness, perceived enjoyment, and control. A survey-based cross-sectional analysis involving a total of 720 respondents constitutes the methodology of this study. In the United States, 409 responses from American citizens or residents were obtained from surveys administered online by MTurk. In China, 311 responses from Chinese consumers were obtained from surveys administered online by Sojump. Perceived usefulness, an extrinsic motive, directly affects behavioral intentions, especially for Chinese consumers, and this effect is also much stronger and complemented by an indirect effect for the Chinese (relative to American) consumers. In contrast, intrinsic motives of joy and control, which are strongly affected by perceived ease of use, do not influence intentions in either market. However, joy exerts an indirect influence on m-shopping intentions, but only for Chinese consumers. These results pertain to the specific context of m-shopping and establish further the importance of distinguishing between utilitarian and hedonic factors, especially across different markets