合作消费参与意向:印度和美国消费者的跨文化研究

B. Perera, Pia A. Albinsson, Lubna Nafees, L. Matthews
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引用次数: 4

摘要

在世界范围内,基于协作消费(CC)的公司的出现和发展越来越多地为消费者提供新的消费机会和体验。鉴于文化在塑造消费者行为方面的重要性,为了进一步了解CC参与的异同,本研究考察了美国和印度的CC参与意愿(CCPI)的激励因素。采用偏最小二乘结构方程模型(PLS-SEM)对消费者面板数据进行分析,探讨资源动机、风险倾向、信任、慷慨、物质主义和态度对消费者CCPI的影响。结果表明,风险倾向对物质主义有正向影响,信任对物质主义和态度有正向影响,慷慨对物质主义和态度有负向影响。讨论了个别国家的差异,以及理论和实践意义。
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Collaborative consumption participation intentions: A cross-cultural study of Indian and U.S. consumers
ABSTRACT Worldwide, the emergence and growth of collaborative consumption (CC) based companies increasingly offer consumers new consumption opportunities and experiences. Given the importance of culture in shaping consumers’ behavior, to advance knowledge on similarities and differences in CC engagement, this research examines select motivating factors as antecedents to CC participation intention (CCPI) in the U.S. and India. Partial least squares-structural equation modeling (PLS-SEM) is used to analyze consumer panel data to investigate the relationships between resource motivation, risk-propensity, trust, generosity, materialism and attitude as antecedents to consumers’ CCPI. Results indicate that in both countries, risk-propensity has a positive impact on materialism, trust is positively related to materialism and attitude, while generosity is negatively related to materialism and attitude. Individual country differences, and theoretical and practical implications are discussed.
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来源期刊
CiteScore
4.00
自引率
6.20%
发文量
21
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