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Can sharing with others whom consumers Can't see increase their sense of community? An examination of social presence on sharing platforms

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  • Woo, Hongjoo
  • Shin, Daeun Chloe
  • Kim, Naeun Lauren
  • Tong, Zhenghao
  • Kwon, Soyon

Abstract

The sharing economy system has been digitalized by online platforms that connect consumers to exchange goods and services. Do such sharing platforms still provide consumers a sense of community, like the in-person sharing economy? Is such a sense of community heightened when consumers experience social presence? The results of analyzing 304 U.S. consumers revealed that perceived interactivity in communication and self-brand connection increased social presence on sharing platforms significantly, while co-presence did not. Further, group identification moderated these effects. Social presence increased loyalty intention in part, and increased sense of community significantly.

Suggested Citation

  • Woo, Hongjoo & Shin, Daeun Chloe & Kim, Naeun Lauren & Tong, Zhenghao & Kwon, Soyon, 2024. "Can sharing with others whom consumers Can't see increase their sense of community? An examination of social presence on sharing platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s096969892300365x
    DOI: 10.1016/j.jretconser.2023.103614
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