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Social capital, user motivation, and collaborative consumption of online platform services

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  • Kim, Eunjin
  • Yoon, Sungjun

Abstract

Collaborative consumption is broadly defined as sharing, obtaining, and giving access to products and services through peer networks online. As it is expected to resolve the societal and environmental problems, quite a few studies investigated consumers’ motivations that lead to positive attitudes and intention for collaborative consumption. This paper aims to study the determinants that motivate participants to perceive a positive attitude towards collaborative consumption focusing on three salient traits of social capital (shared goal, social interaction tie, and norms of reciprocity). The study found that social capital exerts a more substantial influence on intrinsic motivation (enjoyment and sustainability) than extrinsic motivation (economic benefit). The study also found that different social capital traits display different effects on motivation. In particular, the shared goal was a key determinant of both intrinsic and extrinsic motivation. And all three motivations positively affect collaborative consumption attitudes.

Suggested Citation

  • Kim, Eunjin & Yoon, Sungjun, 2021. "Social capital, user motivation, and collaborative consumption of online platform services," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    • Handle: RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002174
    DOI: 10.1016/j.jretconser.2021.102651
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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. Jikai Zou & Ying Shao, 2022. "A Study on Factors Affecting the Value Co-Creation Behavior of Customers in Sharing Economy: Take Airbnb Malaysia as an Example," Sustainability, MDPI, vol. 14(19), pages 1-18, October.
    4. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    5. Yanwen Ruan & Yingjiao Xu & Hanna Lee, 2022. "Consumer Motivations for Luxury Fashion Rental: A Second-Order Factor Analysis Approach," Sustainability, MDPI, vol. 14(12), pages 1-16, June.
    6. Sakib, Md Nazmus & Hasan, Fuad & Al-Emran, Md & Felix, Reto, 2023. "A cross-cultural analysis of ridesharing intentions and compliance with COVID-19 health guidelines: The roles of social trust, fear of COVID-19, and trust-in-God," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    7. Ana Catarina Delgado & Raquel Reis Soares & João F. Proença, 2023. "Motivations for Peer-to-Peer Accommodation: Exploring Sustainable Choices in Collaborative Consumption," Sustainability, MDPI, vol. 15(13), pages 1-11, June.

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