PurposeThis study aims to test Lamberton and Rose’s (2012) commercial sharing utility model of access-based consumption use in three different contexts: car-sharing, room-sharing and household goods purchases. More importantly, this research extends the model by examining the effects of emerging adulthood as a life-stage on perceived value of social applications that facilitate and promote transaction utility, called shareaids.Design/methodology/approachA questionnaire designed to evaluate the effects of emerging adulthood and sharing utilities on intention to use sharing services was developed and administered to 345 respondents at a Midwestern US university. The data were analyzed using partial least squares structural equation modeling.FindingsResults indicate that flexibility utility had the strongest direct impact on intention to use sharing consumption while also having indirect effects in all contexts examined. The emerging adulthood life-stage was found to affect transaction utility and shareaids as predicted, and shareaids positively influenced consumers’ perception of the social utility value of access-based consumption.Research limitations/implicationsThe generalizability of this study is limited by its use of a student sample. Also, the study suffers from inherent limitations linked to self-reported survey research.Practical implicationsSharing services that have a strong social component could use shareaids to gain a competitive advantage. Examples of shareaid application include split bills for multiple payments to split fares among friends and social media transaction tools. Shareaid applications can enhance consumers’ perception of social value and the overall shareability value of the sharing service.Originality/valueThis is the first known study to test the effects of emerging adulthood as a life-stage on perceived value of social applications that facilitate and promote transaction utility, called shareaids.
Journal of Services Marketing – Emerald Publishing
Published: Apr 9, 2018
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