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Drivers of the Sharing Economy That Affect Consumers’ Usage Behavior: Moderation of Perceived Risk

Author

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  • Óscar Anaya

    (CENTRUM Católica Graduate Business School, Lima, Peru
    Pontificia Universidad Católica del Perú, Lima, Peru)

  • Iván De La Vega

    (CENTRUM Católica Graduate Business School, Lima, Peru
    Pontificia Universidad Católica del Perú, Lima, Peru)

Abstract

In the access to peer-to-peer sharing of goods and services through a technology platform, which is known as the sharing economy, there is no consensus on the factors that motivate consumers. This study aimed to investigate the moderating effect of perceived risk on consumers’ participation in the sharing economy in a developing country. Following a quantitative approach, a survey was conducted among 400 consumers in the Metropolitan Zone of Puebla City, Mexico. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. Economic benefits, enjoyment, and trust drove the usage behavior of consumers in the sharing economy. In addition, perceived risk significantly moderated the relationships that usage behavior has with the economic benefits and the feeling of the community. As predicted by social exchange theory, the consumers made choices based on a subjective cost–benefit analysis, showing flexibility in the type and amount of rewards. This study contributes to knowledge about customer behavior in the context of the sharing economy.

Suggested Citation

  • Óscar Anaya & Iván De La Vega, 2022. "Drivers of the Sharing Economy That Affect Consumers’ Usage Behavior: Moderation of Perceived Risk," Administrative Sciences, MDPI, vol. 12(4), pages 1-19, November.
    • Handle: RePEc:gam:jadmsc:v:12:y:2022:i:4:p:171-:d:975595
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    References listed on IDEAS

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    1. Huimin Gu & Tingting (Christina) Zhang & Can Lu & Xiaoxiao Song, 2021. "Assessing Trust and Risk Perceptions in the Sharing Economy: An Empirical Study," Journal of Management Studies, Wiley Blackwell, vol. 58(4), pages 1002-1032, June.
    2. Juho Hamari & Mimmi Sjöklint & Antti Ukkonen, 2016. "The sharing economy: Why people participate in collaborative consumption," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 67(9), pages 2047-2059, September.
    3. Barnes, Stuart J. & Mattsson, Jan, 2017. "Understanding collaborative consumption: Test of a theoretical model," Technological Forecasting and Social Change, Elsevier, vol. 118(C), pages 281-292.
    4. Fleura Bardhi & Giana M. Eckhardt, 2012. "Access-Based Consumption: The Case of Car Sharing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 881-898.
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