Drivers of the Sharing Economy That Affect Consumers’ Usage Behavior: Moderation of Perceived Risk

Óscar Anaya () and Iván De La Vega
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Óscar Anaya: CENTRUM Católica Graduate Business School, Lima, Peru
Iván De La Vega: CENTRUM Católica Graduate Business School, Lima, Peru

Administrative Sciences, 2022, vol. 12, issue 4, 1-19

Abstract: In the access to peer-to-peer sharing of goods and services through a technology platform, which is known as the sharing economy, there is no consensus on the factors that motivate consumers. This study aimed to investigate the moderating effect of perceived risk on consumers’ participation in the sharing economy in a developing country. Following a quantitative approach, a survey was conducted among 400 consumers in the Metropolitan Zone of Puebla City, Mexico. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. Economic benefits, enjoyment, and trust drove the usage behavior of consumers in the sharing economy. In addition, perceived risk significantly moderated the relationships that usage behavior has with the economic benefits and the feeling of the community. As predicted by social exchange theory, the consumers made choices based on a subjective cost–benefit analysis, showing flexibility in the type and amount of rewards. This study contributes to knowledge about customer behavior in the context of the sharing economy.

Keywords: sharing economy; consumer behavior; perceived risk; moderating effect (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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