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

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.

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“…In a cross-country study, monetary motives positively influence the intention to provide accommodation in Turkey, however its influence on intentions in Lithuania was not significant (Urbonavicius & Sezer, 2019). Economic benefits seem to positively affect the provider's intention to engage (Wilhelms et al, 2017;Raza et al, 2021) and continue to participate (Jiang et al, 2021) in peerto-peer ride-sharing services. In the case of C2C accommodation sharing platforms' financial benefits seem to be the initial drive of becoming a provider (Ikkala & Lampinen, 2015;Lang' et al, 2022) and they positively impact provider attitudes to supply CC platform (Sung et al, 2018).…”

“…Study by Sung et al (2018) found that provider's attitude toward Airbnb affects the intention to use this platform. Attitudes toward the sharing economy significantly affect providers' intention to continuously participate in peer-to-peer ride-sharing services (Jiang et al, 2021). Based on a review of past research, the authors assume that the attitude toward CFC positively affects behavioral intention, and propose the following hypothesis.…”

Factors influencing the intention to use co-working spaces in emerging markets: an analytic hierarchy process approach

“…3.2.1 Social factors. Shared economy presents an opportunity to forge new connections and relationships (Jiang and Rui Feng, 2021). Through direct human-to-human contact and the shared experience of exchanging goods, interpersonal relationships are formed and nurtured within the sharing economy (Li and Wen, 2019).…”

“…The concept of sustainability, which emphasizes the responsible and productive use of resources without compromising future needs, has been linked to the idea of the sharing economy Gupta and Racherla, 2018;Heinrichs, 2013). In line with SDT, sustainability is considered an intrinsic motivation, further emphasizing the continuity between sustainable practices and the adoption of the sharing economy (Hamari et al, 2016;Jiang and Rui Feng, 2021;Garg et al, 2022).…”

“…When receiving monetary compensation, people are more likely to share because they are better able to recognize the worth of the service (Oliveira et al, 2022). Economic benefit serves as an extrinsic motivation in accordance with SDT (Garg et al, 2022;Jiang and Rui Feng, 2021;Oliveira et al, 2022).…”