Collaborative Consumption in an Emerging Market: What Motivates Consumers to Adopt It under Economic and Political Uncertainty?

Abstract

This study presents a consumption model tailored for emerging markets beyond BRICS, which considers the advantages of a sharing economy service and its impact on user behavioral intention. Moreover, it integrates moderating variables to enhance the understanding of consumer behavior toward adopting collaborative consumption services, making two significant contributions to the existing literature. By drawing data from 270 customers from Chile and utilizing variance-based structural equation modeling along with partial least squares techniques that use SmartPLS, the research findings highlight that convenience and enjoyment play the most pivotal roles in influencing consumer behavioral intention. Additionally, the study reveals that gender significantly moderates the relationship between convenience and purchase intention. Overall, this research sheds light on the potential of sharing economy services in emerging markets, providing valuable insights into consumer preferences and behavior, which can prove beneficial for businesses and policymakers alike.