Examining the Impact of Marketing Motives and Concerns on User Satisfaction and Re-Purchase Intentions in a Sharing Economy

Abstract

In a fast-growing global economy, there is much debate in the socio-economic models about the sharing economy, which is a digital platform that benefits society and improves people’s quality of life. A significant benchmark of the sharing economy is that it enables individuals to monetize their assets that need to be used fully. This highlights an individual’s ability and perhaps their preference to either rent or borrow goods rather than own them. This study investigated Saudi Arabian students’ User Satisfaction (US) and their Re-Purchase Intentions (RPI) in the context of the sharing economy. We employed a deductive approach that utilized cross-sectional data collected through online sampling. The results were derived from 324 acceptable completed questionnaires. We used a Structural Equation Model (SEM) to confirm the positive and significant predictive power of Trust, Economic Benefits (EBs), Sharing Economy Philosophy (SEP), Service Quality and Net Benefits (NBs) on US and RPI. The results also demonstrated a positive and significant effect of concerns such as Lack of Trust (LoT) and Expected Effort (EE) on US. Finally, among Saudi Arabian students, US is a positive and significant predictor of RPI. In the context of a developing country such as Saudi Arabia, this study’s insights to the practical and theoretical spheres contribute to operational management and the literature about online digital learning.