Research on Sharing Intention Formation Mechanism Based on the Burden of Ownership and Fashion Consciousness

Abstract

The sharing economy has become an important business model for China to promote energy conservation and emission reduction, improve the utilization efficiency of social resources, promote green and sustainable development, and achieve high-quality economic development. How to improve the willingness of individuals to share underutilized resources with others is becoming an urgent problem for enterprises and academia. Although current research on the sharing economy provides insights into users’ perspectives, little attention has been given to the comprehensive investigation of the sharing intention of individual service providers. Based on the motivation—opportunity—abilities (MOA) theory, we analyze the influencing factors and boundary conditions of individual resource sharing intention by taking new consumer groups as research samples. The results reveal that the sharing intention of individual service providers depends on their customized service capability, economic motivation, and perceived ease of use. Furthermore, the burden of ownership and fashion consciousness will further influence the sharing intention of individual service providers. This discovery provides theoretical basis for the development of an enterprise sharing economy and government guidance, and enriches the theoretical research on the sharing economy.

It's Not Just About Money in Peer-To-Peer Accommodation

“…In the P2PA, empirical evidence postulates that economic benefit is one of the most extrinsic motivations (Tussyadiah, 2016) that plays a significant role in providers' compliant participation (Zhang et al, 2019). Gazzola et al (2019) conducted a study on Italian participants and found that monetary benefits positively impact participation in sharing economy.…”

“…According to Sigala (2015), entrepreneurial freedom in the P2PA can be fostered when tourism suppliers have the desire to serve the tourists through marketplaces where the exchange of experiences and value can be made possible. Ahsan (2020) posits that P2PA enables providers to have the flexibility and freedom to choose when to work, how In the P2PA context, an opportunity is referred to as the circumstances that facilitate or restrain peer providers' involvement in the participation process of hosting tourists (Cui et al, 2020;Zhang et al, 2019). In a study by Syed Zwick (2020), multiple conditional factors have been identified that either facilitate or hinder individuals from participating in behavior, such as the availability of time, space, and resources like support from family/neighbors and the legal rules/regulations imposed by the government.…”

“…Ability in P2PA can be understood as the extent to which providers possess the necessary awareness, experience, knowledge, skills, and accessibility to host tourists effectively (Siemsen et al, 2008;Zhang et al, 2019). Therefore, the ability to customize needs and preferences according to the dynamic individual profile to create unique services can be a key factor in strengthening the bond with the guests and augmenting the benefits for the involved parties (Ghosh et al, 2006).…”

“…The current research was conducted through a self-administered questionnaire-based survey to empirically study the relationship among the constructs of the proposed model. The measurement instruments were adapted from existing literature that has analyzed the intentions to host in P2PA (Gazzola et al, 2019;Hamari et al, 2015;Mahadevan, 2019;Mittendorf & Ostermann, 2017;Sung et al, 2018) and studies that have used the MOA theory across a range of contexts (Gruen et al, 2007;Hung et al, 2010;Siemsen et al, 2008;Zhang et al, 2019). A seven-point Likert scale was used to quantify the statements that ranged from "strongly disagree" (1) to "strongly agree" (7).…”

Motivating Collaborative Consumption in Fashion: Consumer Benefits, Perceived Risks, Service Trust, and Usage Intention of Online Fashion Rental Services

“…Jain and Mishra [45] stated that Indian millennials use luxury fashion rental services for conformity and status indulgence. Zhang et al [53] noticed that fashion consciousness influences the intention to use. Fifth, space saving means making sure that the consumer's closet space and personal space are not overtaken by bulky clothes.…”