Why People Participate in Collaborative Consumption: An Exploratory Study of Motivating Factors in a Latin American Economy

Abstract

In recent decades, collaborative initiatives have become relevant in Latin America, however, the owners of these businesses still face great challenges to mobilize consumers interest. In the research field, many collaborative consumption (CC) researchers have focused on the identification of their predictors; but studies that have explored this phenomenon via motivations perspective are very limited, especially those that focus on the Latin American context. Furthermore, these studies have analyzed on particular consumption activities and consumers with previous experience, restricting the scope of its results. To close this gap, the research has as its purpose the exploration of the motivating factors that best predict the intention to participate in CC activities into one of the three countries with the greatest number of collaborative businesses in the region. The ANOVA and CHAID are applied to a sample of 2080 people. The results reveal that, although enjoyment, sustainability, reputation and economic benefits are significant factors for CC, not all are equally effective in promoting high levels of participation in Latin American context. These findings allow to achieve a better understanding of the collaborative phenomenon, and also they contribute to the development of value proposals and more focused recruitment strategies for potential consumers in the region.

Modeling collaborative consumption by extending self-determination theory: an emerging economy perspective

“…The available studies suggest social reputation to be an essential external factor in several sharing activities such as social trade participation (Kankanhalli, 2005), information sharing (Wasko and Faraj, 2005) and knowledge sharing (Hsu and Lin, 2008;Anthony et al, 2009;Yang and Lai, 2010). Precisely in the perspective of CC, several studies posited reputation to be an important factor in determining intentions of participation (Yang and Ahn, 2016;Zhang et al, 2019;Alzamora-Ruiz et al, 2020). Hence, we propose the following hypothesis:…”

“…In marketing contexts, there is sufficient empirical evidence of anticipating consumer behavior using SDT as theoretical framework (Alzamora-Ruiz et al , 2020; Weinstein and Ryan, 2010; Standage et al , 2003; Lavergne et al , 2010). Hamari et al (2016) established SDT as an appropriate fit in CC settings as activities performed through this platform are proficient in fulfilling all the three principal needs of individuals discussed above.…”

Segmentation of collaborative consumption consumers: Social identity theory perspective

“…Alongside enjoyment, sustainability has been identified as a potentially important intrinsic motivator for collaborative consumption, as opposed to extrinsic motivators (e.g. economic benefits, reputation) (Alzamora‐Ruiz et al., 2020; Johnson et al., 2016). Environmental awareness has also been found to be a reason for people to engage in sharing (Efthymiou et al., 2013).…”

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

“…The literature on the SE is inundated with research into why individuals do or do not participate in the sharing acts, but it mainly focuses on the demand-side users (e.g., [12,13]). Despite the providers also being users of SE platforms and just as motivated to participate, very few have explored the behavioral process of the providers (e.g., [14,15]).…”