Uncovering the Providers’ Continuance Intention of Participation in the Sharing Economy: A Moderated Mediation Model

Jiang Jiang, Rui Feng and Eldon Y. Li
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Jiang Jiang: College of Business Administration, Shanghai Business School, Shanghai 201400, China
Rui Feng: College of Business Administration, Shanghai Business School, Shanghai 201400, China
Eldon Y. Li: Department of Information Management, National Chung Cheng University, Chiayi 621301, Taiwan

Sustainability, 2021, vol. 13, issue 9, 1-22

Abstract: The sharing economy has evolved into a promising business concept that enables individuals to share their idle resources, improving resource utilization efficiency commercially. Recently, it has gained enormous academic attention. However, little concern has been given to the behavior of individual providers on the supply side. This paper aims to uncover the motivational and trust-based providers’ continuance intention of participation in the context of peer-to-peer ride-sharing services. Based on the survey data from 202 providers and the partial least-square analysis, we confirm the mediating effect of attitude in the relationships between participation continuance intention; trust; and three motivational dimensions: economic benefits, social–hedonic value, and sustainability. We further confirm the moderating effects of innovativeness using PROCESS. The results show that economic benefits, social–hedonic value, and sustainability significantly affect providers’ participation continuance intention. Moreover, attitudes toward the sharing economy play a complementary partial-mediating role in the relationships from economic benefits and social–hedonic value to participation continuance intention, which is negatively moderated by innovativeness. Trust does not significantly affect providers’ attitude toward the sharing economy and participation continuance intention in the peer-to-peer ride-sharing context.

Keywords: sharing economy; motivation; trust; innovativeness; intention; participation continuance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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