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How social distance affects the intention and behavior of collaborative consumption: A study based on online car-hailing service

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  • Huang, Lu
  • Li, Yuan
  • Huang, Xing
  • Zhou, Liying

Abstract

In recent years, advances in mobile communications technology have enabled collaborative consumption or product sharing between consumers on a large scale. Unlike traditional consumption, collaborative consumption is based on collaboration among individuals, so that the decision-making mechanisms of individual consumers may be different from those in traditional consumption scenarios. The current study focuses on how the social distance between consumers and drivers affects collaborative consumption intention in the case of online car-hailing services. In this study, the theory of planned behavior (TPB) is used as the foundational framework, and we innovatively add the concept of social distance to the TPB to form a new, and integrated model. We test the model based on data collected from 315 online car-hailing users. The results shows that behavioral attitudes, subjective norms, and perceived behavioral control, positively influence collaborative consumption intention and behavior. More interestingly, we find that social distance has both direct and indirect impacts on collaborative consumption intention: The greater the social distance, the lower the collaborative consumption intention. Moreover, social distance also moderates the influence of subjective norms and perceived behavioral control on collaborative consumption intention. To be specific, the influence of subjective norms and perceived behavioral control on collaborative consumption intention is weakened when consumers perceive less social distance. The results suggest that the integrated model has a stronger explanatory power on collaborative consumption behavior. This study enhances the traditional TPB model and offers insight into promoting collaborative consumption in the context of the sharing economy.

Suggested Citation

  • Huang, Lu & Li, Yuan & Huang, Xing & Zhou, Liying, 2021. "How social distance affects the intention and behavior of collaborative consumption: A study based on online car-hailing service," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    • Handle: RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921001004
    DOI: 10.1016/j.jretconser.2021.102534
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    2. Shang, Dawei & Wu, Weiwei, 2022. "Does green morality lead to collaborative consumption behavior toward online collaborative redistribution platforms? Evidence from emerging markets shows the asymmetric roles of pro-environmental self," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Miao Huang & Mohamad Saifudin Mohamad Saleh & Izzal Asnira Zolkepli, 2023. "The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    4. Elena Lyaskovskaya & Tatyana Khudyakova, 2021. "Sharing Economy: For or against Sustainable Development," Sustainability, MDPI, vol. 13(19), pages 1-20, October.
    5. Olga Lingaitienė & Virginija Grybaitė & Aurelija Burinskienė, 2022. "Core Elements Affecting Sharing Evidence from the European Union," Sustainability, MDPI, vol. 14(7), pages 1-21, March.
    6. Yao, Qi & Kuai, Ling & Wang, Cheng Lu, 2022. "How frontline employees' communication styles affect consumers' willingness to interact: The boundary condition of emotional ability similarity," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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