Collaborative consumption and theory of reasoned action a study of motivations and constraints

Abstract

Keeping in mind the growth of sharing services, the study was conducted with a sample size of 400 consumers including 232 users and 168 non-users. Applying random sampling, the data was collected with the help of a structured undisguised questionnaire, applying mall intercept method. The findings revealed awareness regarding online furniture rental and clothing rental platforms is low. Car sharing platforms are the most used platforms. Sharing services are used 2-3 per week by most of the users. Mobile phones are the vehicle for the availing such services. Further, analysis revealed the difference between the users and non-users with respect to adoption of sharing services is because of sharing belief and trust. Non-users have low sharing belief and low trust which is the main reason for non-adoption of sharing services. Attitude plays a vital role in explaining the relationship between motivations, constraints and the behavioural intentions. Trust is the most critical element of collaborative consumption services. Perceived power is not prevalent in collaborative consumption if consumers have trust. If consumers are motivated to participate in collaborative consumption and the risk is reduced, then they would be having a positive attitude it would further impact their behavioural intention. Consumers would use sharing services and would also recommend the services to others, which would increase the market potential for collaborative consumption services. Further, the study gives recommendations to enhance the usage of collaborative consumption services and strategies to convert non-users into users. newline