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

TLDR

Collaborative‑consumption research on consumer groups is sparse, and this study explores how value perceptions and empathy drive positive reactions and moderating factors within the sharing economy. The study investigates how millennials’ cognitive value perceptions and affective attitudes relate to their behavioral intent toward collaborative consumption and whether these relationships are moderated. Two scenario‑based online studies were conducted with young consumers to examine several collaborative‑consumption services. Structural equation modeling showed that utilitarian, hedonic, and symbolic value dimensions differentially influence millennials’ attitudes and empathy, with consumer innovativeness moderating these effects while perceived consumer effectiveness does not, underscoring key attitudinal and behavioral drivers and providing actionable insights for marketers.

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.