Understanding entity shared product usage: an innovation-adoption coupling model

Abstract

Purpose

Consumer adoption of shared products is a prerequisite for successful commercialization. The purpose of this paper is to explore what innovative characteristics of entity shared products can accommodate consumers' concerns and are likely to motivate adoption of consumers.

Design/methodology/approach

This paper used a conceptual model that combined the innovation diffusion theory and technology acceptance model to explore shared products adoption. It identified the direct and indirect effects of perceived app ease of use/online, perceived convenience of access/offline, perceived utility advantages and personal innovativeness on shared products adoption intention. Structural equation modeling was used for analyzing the questionnaire data from a sample of 479 users who used entity shared products such as shared cars, shared bicycles and shared power banks for mobile phones.

Findings

The empirical tests indicate that perceived utility advantages based on market innovation, perceived accessibility of usage rights based on technology innovation (including perceived app ease of use/online and perceived convenience of access/offline) and consumer personal innovativeness are the key factors affecting consumer adoption.

Originality/value

This paper constructs an innovation-adoption coupling model of entity shared products to understand shared products usage. The findings provide useful practical guidance for the design and development of shared products and “usage rights economy” business applications.

Citation

Chen, C. and Li, X. (2022), "Understanding entity shared product usage: an innovation-adoption coupling model", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 8, pp. 1659-1680. https://doi.org/10.1108/APJML-04-2021-0279