Factors Influencing Collaborative Consumption Intention: The Mediating Role of Perceived Usefulness

Document Type : Research Paper

Authors

1 MSc. Student, Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

2 Prof., Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

3 Ph.D. Candidate, Department of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

10.22059/jibm.2024.378108.4804

Abstract

Objective
The phenomenon of collaborative consumption, as one of the most important forms of sustainable consumption in the 21st century, is driven by technological advances and changes in consumer behavior. Considering the role of the consumer in the spread of collaborative consumption, the current research focuses on cognitive factors and distinct, effective stimuli for consumers in collaborative consumption within the field of online rental accommodations facilitated by peer-to-peer platforms.
 
Methodology
In this research, a mixed approach, triangulation (convergent model), was used to collect different but complementary data about the research problem, giving the same weighting to the data and collecting them simultaneously. Qualitative data were collected through 32 semi-structured interviews with consumers who plan to participate in collaborative consumption research. Collecting and analyzing qualitative data independently of pre-defined theoretical models allows for the identification of new factors from the data. In this research, we used thematic analysis for the analysis of qualitative data and creation of main themes and sub-themes using MAXQDA 24 software. Quantitative data were collected from the operationalization of the questionnaire on a sample of 435 people in Tehran. Statistical analysis is used simultaneously with qualitative data analysis, including structural equation modeling and factor analysis, to investigate the relationships between variables.
 
Findings
The results obtained from the analysis of survey data supported the developed model of reasoned action for collaborative consumption in rental accommodation through peer-to-peer platforms, confirming all hypotheses. In this research, collaborative consumption is conceptualized as a social innovation, where the social factors of trust, sociability, and novelty seeking are perceived as precursors of usefulness and determine the consumer's intention. Social norms, as a critical determinant in the model, are the main determinants of consumer intention in this context. The analysis of qualitative data identified 14 themes of factors affecting the intention of collaborative consumption in the field of online rental accommodation from the participant's point of view, include: content transparency, platform governance and performance evaluation, platform credibility, online peer influence, acquaintances influence, Increase discretionary power, improved interaction with the host, journey navigation, improved experience, desire for convenience, cost efficiency, economic incentives, and exploratory behavior.
 
Conclusion
This research aims to achieve a comprehensive understanding of the motivation and determinants of consumer behavior in collaborative consumption by integrating insights from qualitative and quantitative data sources simultaneously. The results obtained from the quantitative study show that all the social factors of trust, sociability, and novelty are perceived as precursors of perceived usefulness and, together with social norms, determine the consumer's intention. Social norms, as a critical determinant in the model, are the main determinants of consumer intention in this context. Qualitative results also support and complement the obtained quantitative results, with the themes generated from the analysis supporting trust, sociability, novelty, perceived usefulness, and social norms, and identifying additional factors such as the desire for convenience, economic aspects, increased discretionary power, and journey navigation as effective influences on consumer intention in online rental accommodations.
 

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 17, Issue 4
2025
Pages 1094-1138

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