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Cab-sharing services and transformation expectations of consumers: the moderating role of materialism

Ateeque Shaikh (Indian Institute of Management Jammu, Jammu, India)
Kaushik Mukerjee (National Institute of Bank Management, Pune, India)
Shubhomoy Banerjee (Jindal Global Business School, OP Jindal Global University, Sonipat, India)

Benchmarking: An International Journal

ISSN: 1463-5771

Article publication date: 8 March 2022

Issue publication date: 11 January 2023

537

Abstract

Purpose

The study examines the role of attitude, perceived relative advantage and perceived risk on intention to participate in the sharing economy–based cab services in India. Further, it investigates the impact of intention to participate in the sharing economy on transformation expectations of consumers. Finally, the study tests the moderating role of materialism in the relationship between intention to participate in the sharing economy and transformation expectations of consumers.

Design/methodology/approach

This study used cross-sectional survey research design to collect data from 408 respondents through online questionnaire in India, an emerging market. The study analysed the data using structural equation modelling technique using IBM AMOS software.

Findings

The findings of the study suggest that perceived relative advantage and attitude influences the intention to participate in the sharing economy. Intention to participate in the sharing economy positively influences transformation expectations. Materialism moderates the relationship between intention to participate and transformation expectations of consumers.

Research limitations/implications

In a departure from previous studies, this study establishes that perceived risk may not be an important factor driving the intention to participate in the sharing economy. Further, it is among the first studies to establish the role of intention to participate in the sharing economy as a possible driver of transformation expectations.

Practical implications

The importance of transformation expectations can be communicated as an outcome to encourage participation in the sharing economy. Managers can highlight the relative advantages to promote participation in the sharing economy.

Originality/value

This study is probably the first attempt to understand the transformation expectations of consumers in the sharing economy. Further, the study tests the moderating role of materialism in the relationship between intention to participate and transformation expectation of consumers.

Keywords

Acknowledgements

Corrigendum: It has come to the attention of the publisher that the article Shaikh, A., Mukerjee, K. and Banerjee, S. (2022), “Cab-sharing services and transformation expectations of consumers: the moderating role of materialism”, Benchmarking: An International Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BIJ-09-2021-0525 listed the incorrect affiliation for Kaushik Mukerjee. The affiliation of Kaushik Mukerjee is, National Institute of Bank Management, Pune, India. The authors sincerely apologise for this error.

Citation

Shaikh, A., Mukerjee, K. and Banerjee, S. (2023), "Cab-sharing services and transformation expectations of consumers: the moderating role of materialism", Benchmarking: An International Journal, Vol. 30 No. 1, pp. 234-255. https://doi.org/10.1108/BIJ-09-2021-0525

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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