Cab-sharing services and transformation expectations of consumers: the moderating role of materialism

Abstract

PurposeThe study examines the role of attitude, perceived relative advantage and perceived risk on intention to participate in the sharing economy–based cab services in India. Further, it investigates the impact of intention to participate in the sharing economy on transformation expectations of consumers. Finally, the study tests the moderating role of materialism in the relationship between intention to participate in the sharing economy and transformation expectations of consumers.Design/methodology/approachThis study used cross-sectional survey research design to collect data from 408 respondents through online questionnaire in India, an emerging market. The study analysed the data using structural equation modelling technique using IBM AMOS software.FindingsThe findings of the study suggest that perceived relative advantage and attitude influences the intention to participate in the sharing economy. Intention to participate in the sharing economy positively influences transformation expectations. Materialism moderates the relationship between intention to participate and transformation expectations of consumers.Research limitations/implicationsIn a departure from previous studies, this study establishes that perceived risk may not be an important factor driving the intention to participate in the sharing economy. Further, it is among the first studies to establish the role of intention to participate in the sharing economy as a possible driver of transformation expectations.Practical implicationsThe importance of transformation expectations can be communicated as an outcome to encourage participation in the sharing economy. Managers can highlight the relative advantages to promote participation in the sharing economy.Originality/valueThis study is probably the first attempt to understand the transformation expectations of consumers in the sharing economy. Further, the study tests the moderating role of materialism in the relationship between intention to participate and transformation expectation of consumers.

A study on lender participation in peer to peer lending

“…Customer-customer interactions during sharing economy usage is driven by social value through participation in prosocial activities (Davlembayeva et al, 2020). Previous research has shown that the intention to engage in prosocial behaviours can result in transformation expectations (Davidson et al, 2018;Shaikh et al, 2023). The current study extends the previous research (Feng and Guo, 2017).…”

“…philanthropic giving) can result in self-transformation through better sense of self Evren and Minardi (2017) Prosocial actions (e.g. donations) can result in a "warm glow" for the donors Relational transformation expectations Stieler and Germelmann (2016) Customer-customer exchanges can result in in-group belongingness and foster connectedness among group members Shaikh et al (2023) Participation in sharing economy in Indian context creates sense of belonging and shared social identity for customers Well-being Tang and Blocker (2022) Interactions among members of disadvantaged social groups can help ensure collective well-being Feng and Guo (2017) Altruistic and prosocial behaviours can promote selfesteem and drive well-being Source(s): Created by author , 2015). When customers participate to co-create value for other customers in technology-based online services, they can shape other customers' decisions and offer informational and emotional support (Nadeem et al, 2020;Torkzadeh et al, 2021).…”

“…Well-being can be the outcome of a sense of shared social identity wherein the self is viewed as a part of a broader social context (Hult Khazaie and Khan, 2020). Sharing economy provides opportunities for customers to get meaningful sense of belonging and shared social identity (Shaikh et al, 2023). Participants in sharing economy have frequent interactions with others leading to stronger relations and co-operation (Huang and Kuo, 2020).…”

“…In the context of the Indian market, research has shown that prosocial behaviours (e.g. sharing cabs) can result in transformation expectations among customers (Shaikh et al, 2023). Studies on sharing economy (e.g.…”

“…When customers participate in sharing economy-based services, they engage in prosocial behaviours and nurture transformation expectations (Shaikh et al, 2023). Research suggests that customers are willing to participate in prosocial activities for achieving selftransformation and relational transformation (Davidson et al, 2018).…”