Motivations and Constraints of Collaborative Consumption, Testing the Mediating Role of Attitude and nature of Trust

Abstract

Purpose: The current study aims to analyse the relationship among motivation, constraints and intention to participate in collaborative consumption, with attitude acting as a mediating variable. The study also aims to unravel the role of trust dimension within the context of collaborative consumption. Research methodology: The descriptive research design is applied for the present study. Random sampling techniques including area sampling is applied. Data analysis: Linear regression, approach is applied to analyse the data. Hierarchical multiple regression is used to assess the effects of a moderating variable. Findings: Economic concerns are less important as compared to environmental concerns. Materialistic traits of consumers prevent them from participating in collaborative consumption, and perceived risk also acts as a barrier. Attitude has a very important role in collaborative consumption. Institution-based trust is an impactful independent variable but shows no moderating impact. Implications: Marketers can increase the economic benefits of consumers through discount and loyalty cards. Because environmental concerns have a huge impact on attitude and intention, marketers must emphasize on the sustainability aspect of their offerings. For millennials, the most valuable things in life are the lived experiences instead of possessions (Morgan, 2019). Therefore, marketers must leverage on consumer experiences rather than goods. Most importantly, marketers need to focus on the attitude factor. Moreover, the companies must emphasize on the security of the Internet and must explicitly mention the structural and technological safeguards for promoting trust among consumers. The digital platforms can incorporate various measures that can help in promoting privacy and security of the consumers. Areas such as authentication, encryption and integrity need to be given more attention. Originality/value: The study has filled the gap in the existing literature by examining the mediating role of attitude on the relationship of motivations and constraints and behavioural intentions. The study has also contributed by exploring institution-based trust in collaborative consumption.

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