| Pub. Date | : Feb, 2022 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM10222 |
| Author Name | : Purva Kansal* and Saubhagya Bhalla** |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 23 |
The study aims to provide an integrated model explaining the reasons for and against participation in collaborative consumption among users and non-users, applying Behavioral Reasoning Theory (BRT). The findings empirically demonstrate that institution-based and reason-based trust positively impact intentions. As a new type of materialism is emerging in the consumer marketplace where importance is given to experiences rather than possessions, economic benefits have the least impact on intentions. Coercive power positively impacts intention which ensures maintenance of rented products. Low sharing belief and low trust are the reasons why non-users do not participate in collaborative consumption. Marketers need to give less importance to economic benefits and enhance institution-based trust. Emphasis on improving structural assurance would be impactful in increasing participation in sharing services. Marketers need to provide reasons for building reason-based trust. It is highly recommended that the marketers offer rich experience of services. Terms and conditions must be explicitly mentioned to maintain the quality of rented product and to highlight the penalty in case of damage to the rented product. Marketers need to adopt effective strategies to inculcate sharing belief and foster trust among consumers. This would help in converting non-users into users. The study has filled the gap in existing literature by examining the motivations and constraints across users and non-users, thereby extending the application of BRT. The study has unraveled the role of motivations such as institution-based trust and reason-based trust and constraints such as perceived coercive power.
Sharing among individuals has been existing for ages. The sharing economy and collaborative consumption are relatively new phenomena which have emerged in the Internet age (Belk, 2007; and Albinsson et al., 2019). The central idea of collaborative