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Share more, drive less: Millennials value perception and behavioral intent in using collaborative consumption services

Jiyoung Hwang (Department of Marketing, Entrepreneurship, Hospitality & Tourism, University of North Carolina, Greensboro, North Carolina, USA)
Merlyn A. Griffiths (Department of Marketing, Entrepreneurship, Hospitality & Tourism, University of North Carolina, Greensboro, North Carolina, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 20 March 2017

9450

Abstract

Purpose

This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated.

Design/methodology/approach

Two scenario-based online studies were conducted with young consumers concerning several collaborative consumption services.

Findings

Using structural equation modeling, the authors found that specific dimensions of value perceptions (utilitarian, hedonic and symbolic) have differing effects on young consumers’ attitude and empathy toward collaborative consumption services. The analysis shows no moderating effects for perceived consumer effectiveness (Study 1 and Study 2) but a significant moderating effect for consumer innovativeness (Study 2).

Research limitations/implications

This research identifies important factors for the attitudinal and behavioral outcome of young consumers, an important consumer group for the emerging trend of collaborative consumption. Also, the role of empathy and two personal traits offer insights.

Practical implications

Substantively, the findings guide marketers in the sharing economy in elevating their strategic tactics and effective approaches to reach this important consumer group.

Originality/value

Given the paucity of research on consumer groups in this context, the current research breaks new ground by investigating value perceptions and empathy as drivers of positive reactions and moderating factors within the collaborative economy.

Keywords

Citation

Hwang, J. and Griffiths, M.A. (2017), "Share more, drive less: Millennials value perception and behavioral intent in using collaborative consumption services", Journal of Consumer Marketing, Vol. 34 No. 2, pp. 132-146. https://doi.org/10.1108/JCM-10-2015-1560

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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