Effects of Perceived Risks, Reputation and Electronic Word of Mouth (E-WOM) on Collaborative Consumption of Uber Car Sharing Service

Abstract

Current transition from traditional economic model of selling and buying to sharing economic business creates a huge impact on consumers' preferences to participate in collaborative consumption. The market entrance of sharing economic business is relatively new, thus it builds scepticism among consumers. Consumers' trust becomes the most crucial aspect in determining their willingness to participate in collaborative consumption. This study will reveal the effects of perceived risks (performance and social), reputation and Electronic Word-of Mouth (E-WOM) on Malaysian consumers' intention of collaborative consumption, especially for Uber car sharing service. This study inspires to enrich the literature for collaborative consumption and perceived risk theory. From the practical perspective, this study may provide insights in assisting the collaborative consumption service providers especially Uber car users on factors influencing the intention to engage in such service.