How individualism–collectivism influences consumer responses to the sharing economy: Consociality and promotional type

Mai, Shirley; Ketron, Seth; Yang, Jun

doi:10.1002/mar.21269

Cited by 26 publications

(26 citation statements)

References 51 publications

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“…Prior service researchers have used 'individualism/collectivism' dimension widely in analyzing service quality and customer satisfaction in different contexts (e.g. Mattila and Peterson, 2004;Rahman, 2019;Lamb et al, 2020;Mai et al, 2020). This specific aspect has not been addressed from the perspective of value co-creation in wellbeing services context, a gap in extant literature which our study is aiming to fill.…”

Section: Theoretical Backgroundmentioning

confidence: 98%

“…Prior service sector focused research has established that individualistic vs. collectivistic cultural dimensions influence service context including customer satisfaction significantly (e.g. Mattila and Peterson, 2004;Chen et al, 2015;Lamb et al, 2020;Mai et al, 2020). However, so far, no prior study has specifically addressed value co-creation by consumers in the specific context of the wellbeing service sector.…”

Section: Introductionmentioning

confidence: 99%

“…It is one of the first studies to specifically highlight the cultural differences and their influence on how German vs Pakistani consumers deal with physiotherapy services by willingly sharing the knowledge that leads to value co-creation. Prior service sector-focused research has established that individualistic vs collectivistic cultural dimensions influence service context including customer satisfaction significantly (Mattila and Patterson, 2004; Chen et al , 2015; Lamb et al , 2020; Mai et al , 2020). However, so far, no prior study has specifically addressed value co-creation by consumers in the specific context of the well-being service sector.…”

Section: Introductionmentioning

confidence: 99%

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Knowledge sharing motives and value co-creation behavior of the consumers in physiotherapy services: a cross-cultural study

Bhatti

Glowik

Arslan

2020

JKM

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Purpose This study aims to investigate the role of consumers’ (patients) motives in knowledge sharing and value co-creation with the service provider in the context of physiotherapy services. Design/methodology/approach The authors used partial least squares structural equation modeling for the analysis of the physiotherapy services users’ data from Germany and Pakistan. Findings The results show that in both consumer groups, individualizing, empowering and development motives are common influences on the willingness to share knowledge leading to value co-creation. However, the relating, ethical and concerted motives show varying influences in the data set. Research limitations/implications A key research implication relates to specifying the link between consumer knowledge sharing and value creation and the role of cultural factors in this context. It is one of the first studies to undertake a comparative analysis in this specific context by highlighting the changing role of consumers from collective and individualistic societies, in influencing service provision through participation in the service exchange. Practical implications For the managerial audience, this paper highlights the importance of being sensitive to cultural elements as they tend to influence personal knowledge sharing by the consumer, especially in the well-being sector, which ultimately influences the value co-creation. Originality/value To the best of the authors’ knowledge, the current paper is one of the first studies focusing on the knowledge sharing motives of consumers in the specific context of physiotherapy services leading to value co-creation. Moreover, specific focus on individual consumer’s motives and their role in comparative, cross-cultural settings, adds further value to the contribution of this study.

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Section: Theoretical Backgroundmentioning

confidence: 98%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Knowledge sharing motives and value co-creation behavior of the consumers in physiotherapy services: a cross-cultural study

Bhatti

Glowik

Arslan

2020

JKM

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“…Values in this study mean the extent to which a person has a favorable opinion and judgment of the sharing economy and what it represents [82,87,88]. Regarding consequences, it has been specifically proven that values related to sustainability and solidarity affect consumers' preferences and expectations associated with Electronic Word of Mouth (eWOM) [89][90][91][92]. EWOM is defined as the information exchanges, evaluations and comments made through sites [93].…”

Section: The Importance Of Valuesmentioning

confidence: 99%

Young Consumers’ Intention to Participate in the Sharing Economy: An Integrated Model

2021

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This paper aims to analyze the external and internal drivers of young consumers’ intention to participate in the sharing economy in tourism. From previous findings, a causal model (PLS) is designed to generate an integrated, practical, and novel structural model that significantly predicts the intention to participate. The model, consisting of nine dimensions, includes consumers’ external and internal variables. Separately, these variables have all been considered relevant in the literature, though they have not been studied jointly before. The descriptive results show the excellent attitude and predisposition of young people toward the tourism sharing economy, which facilitates their participation. Through the model, the importance of all internal and external consumer variables in the formation of intention are proven; however, attitude and social norm are most notable among them. Trust is also a critical variable that serves as the link between internal and external variables. The study provides managers of sharing economy platforms with knowledge to encourage young consumers’ participation in a communication and market orientation context. The generational approach (Generation Z) used also allows the conclusions and implications to be transferred to other regions and sectors.

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“…The second theme, segmentation, addresses the question: “Who participates in the sharing economy and what realms do they participate in?” An empirical study by Hartl et al (2020) explores the motives behind carpooling. Drawing upon identity theory, conclusions are discussed with reference to concepts such as “environmentalist identity.” Mai et al (2020) examine cultural aspects of purchase intention with regard to sharing economy platforms. Lastly, the previously published work of Stofberg and Bridoux (2019) investigated free models versus transaction‐based models of sharing, and the parameters of consumer preference for type of sharing platform.…”

Section: Introductionmentioning

confidence: 99%

The sharing economy: Psychological mechanisms that affect collaborative consumption

Viglia

2020

Psychology and Marketing

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The "sharing economy" has been characterized as a technologically enabled ecosystem that is disrupting traditional markets. Due to the growing interest of practitioners and researchers in understanding the psychological drivers of the phenomenon, a special issue of Psychology and Marketing was commissioned. More than 80 manuscripts were submitted and reviewed for this special issue, and 11 were accepted for publication in it.As it happened, three of the 11 accepted papers that were completed and ready for the typesetter early on were actually published in earlier issues of this Journal (see Osman et al.

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How individualism–collectivism influences consumer responses to the sharing economy: Consociality and promotional type

Abstract: With the explosion of online exchange of products, the sharing economy is experiencing ever-increasing growth. Despite the increasing popularity of lateral exchange market platforms as part of the sharing economy, research has not yet

Cited by 26 publications

References 51 publications

Knowledge sharing motives and value co-creation behavior of the consumers in physiotherapy services: a cross-cultural study

Knowledge sharing motives and value co-creation behavior of the consumers in physiotherapy services: a cross-cultural study

Young Consumers’ Intention to Participate in the Sharing Economy: An Integrated Model

The sharing economy: Psychological mechanisms that affect collaborative consumption

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