Revisiting antecedents to collaborative consumption in the context of dual role consumers

Abstract

AbstractThe purpose of this study is to examine the current factors that influence the attitudes and intentions of experienced dual‐role consumers toward collaborative consumption (CC), an area that has received less attention in previous research. Based on a multi‐theoretical perspective, we propose a conceptual model that incorporates rational choice theory to explain consumers' beliefs. This model also integrates a sociocultural perspective and establishes a link between consumers' beliefs, their attitudes toward CC, and their intentions to participate in CC, by employing the Beliefs‐Attitudes‐Intentions framework. A study conducted on a sample of 501 individuals involved in CC as both providers and consumers found a significant and positive relationship between CC attitudes and intentions. In addition, the study found that age negatively influences this relationship, suggesting that the strength of the relationship varies depending on the age of the participants. The effect of risk of property damage, self‐utility, and eco‐utility on CC attitudes and intentions is significant. The relationship between trust and CC intention is fully mediated by CC attitude. However, consumer resistance to CC only has a positive direct effect on CC intention, but not on CC attitude. No evidence was found that perceived helpfulness of CC has an influence on attitudes toward CC and the desire to participate in CC. The results of this study suggest that for experienced individuals who both consume and provide in the CC context, the decision to continue to participate in CC can be considered a rational choice.