Attitudinal Factors Influencing Digital Collaborative Consumption Among Internet Users: A Confirmatory Study in Indonesia
Abstract
There has been a substantial surge in people participating in collaborative consumption (CC) over the past few years, particularly on digital platforms. This phenomenon has encouraged some researchers to explore the motivational factors affecting user intention to use CC. However, the previous research has predominantly concentrated on identifying these factors in the context of CC service, with limited attention specifying the digital platform where the interaction among users is different. Hwang and Griffiths's model of intention that predicts the behavioral intention of millennials' participation in CC is unique in a way that it recognizes both attitude and empathy as the main factors affecting intention to use a CC platform. The model could be relevant for CC, as it covers different values such as utilitarian, hedonic, and symbolic values. This study has developed a model to make it comprehensive by adding several factors from past research: perceived behavioral control and online initial trust. We tested the model in the Indonesian context using partial least squares regression. One of the world’s most populous countries, Indonesia provides a thought-provoking digital CC practice opportunity. The results show that empathy and online initial trust are not significant predictors of intention to participate in CC. In addition, utilitarian value is not a significant predictor of attitude toward participating in CC. Thus, attitude is the critical factor affecting intention to participate in CC, and perceived usefulness, perceived ease of use, and hedonic and symbolic values are significant predictors of the effect of attitude on participation in CC. This study can provide valuable insight for those startup practitioners who create this type of business model, characterized by its rapid change and volatile nature. The results could play a role in guiding marketers specializing in CC to enhance their apps using effective tactics or strategies, thereby improving the customer’s participation on their platform.
References
Adams, D.A., Nelson, R., Todd, P.A. and Nelson, R.R., 1992. Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication Increasing Systems Usage Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. Source: MIS Quarterly, .
Advantaged, S.-E., Po-, J.J., Hsieh, A., Rai, A. and Keil, M., 2008. Understanding Digital Inequality: Comparing Continued Use Behavioral Models of the. [online] Source: MIS Quarterly, Available at: <http://www.jstor.orgStableURL:http://www.jstor.org/stable/>.
Agarwal, R., Karahanna, E. and Smith, R.H., 2000. Time Flies When You’re Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage QjElrJ TIME FLIES WHEN YOU’RE HAVING FUN: COGNITIVE ABSORPTION AND BELIEFS ABOUT INFORMATION TECHNOLOGY USAGE’. Source: MIS Quarterly, .
Ajzen, I., 1985. From intentions to actions: A theory of planned behavior. In: Action control. Springer.pp.11–39.
Al-Emran, M., Arpaci, I. and Salloum, S.A., 2020. An empirical examination of continuous intention to use m-learning: An integrated model. Education and Information Technologies, 25(4), pp.2899–2918. https://doi.org/10.1007/s10639-019-10094-2.
Al-Emran, M., Mezhuyev, V. and Kamaludin, A., 2018. Technology Acceptance Model in M-learning context: A systematic review. Computers and Education, 125, pp.389–412. https://doi.org/10.1016/j.compedu.2018.06.008.
Alzamora-Ruiz, J., Guerrero-Medina, C., Martínez-Fiestas, M., & Serida-Nishimura, J. (2020). Why people participate in collaborative consumption: An exploratory study of motivating factors in a Latin American economy. Sustainability, 12(5), 1936.
Babin, B.J. and Attaway, J.S., 2000. Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer.
Barnes, S.J. and Mattsson, J., 2016. Understanding current and future issues in collaborative consumption: A four-stage Delphi study. Technological Forecasting and Social Change, 104, pp.200–211. https://doi.org/10.1016/j.techfore.2016.01.006.
Barnes, S.J. and Mattsson, J., 2017a. Understanding collaborative consumption: Test of a theoretical model. Technological Forecasting and Social Change, 118, pp.281–292. https://doi.org/10.1016/j.techfore.2017.02.029.
Barnes, S.J. and Mattsson, J., 2017b. Understanding collaborative consumption: Test of a theoretical model. Technological Forecasting and Social Change, 118, pp.281–292. https://doi.org/10.1016/j.techfore.2017.02.029.
Batson, C.D., 2014. The altruism question: Toward a social-psychological answer. Psychology Press.
Becerra, E.P. and Korgaonkar, P.K., 2011. Effects of trust beliefs on consumers’ online intentions. European Journal of Marketing, 45(6), pp.936–962. https://doi.org/10.1108/03090561111119921.
Belk, R., 2014. You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), pp.1595–1600. https://doi.org/10.1016/j.jbusres.2013.10.001.
Bendary, N. and Al-Sahouly, I., 2018. Exploring the extension of unified theory of acceptance and use of technology, UTAUT2, factors effect on perceived usefulness and ease of use on mobile commerce in Egypt.
Benjaafar, S., Kong, G., Li, X. and Courcoubetis, C., 2019. Peer-to-peer product sharing: Implications for ownership, usage, and social welfare in the sharing economy. Management Science, 65(2), pp.477–493. https://doi.org/10.1287/mnsc.2017.2970.
Benoit, S., Baker, T.L., Bolton, R.N., Gruber, T. and Kandampully, J., 2017. A triadic framework for collaborative consumption (CC): Motives, activities and resources & capabilities of actors. Journal of Business Research, 79, pp.219–227. https://doi.org/10.1016/j.jbusres.2017.05.004.
Bettiga, D., Bianchi, A.M., Lamberti, L. and Noci, G., 2020. Consumers emotional responses to functional and hedonic products: a neuroscience research. Frontiers in Psychology, 11, p.2444.
Bird, R.B. and Smith, E.A., 2005. Signaling theory, strategic interaction, and symbolic capital. Current Anthropology, 46(2), pp.221–248. https://doi.org/10.1086/427115.
Blackwell, R.D., Miniard, P.W. and Engel, J.F., 2006. Consumer Behavior. [online] Thomson South-Western. Available at: <https://books.google.co.id/books?id=96TxAAAAMAAJ>.
Botsman, R. and Rogers, R., 2010. What’s Mine Is Yours: The Rise of Collaborative Consumption. Harper Business.
Cano Murillo, D.E., Kang, J. and Yoon, S., 2016. Factors influencing prosocial consumer behavior through non-profit organizations. Internet Research, 26(3), pp.626–643. https://doi.org/10.1108/IntR-10-2014-0253.
Catulli, M., Cook, M. and Potter, S., 2017. Consuming use orientated product-service systems: A consumer culture theory perspective. Journal of Cleaner Production, 141, pp.1186–1193.
Cheah, I., Phau, I. and Liang, J., 2015. Factors influencing consumers’ attitudes and purchase intentions of e-deals. Marketing Intelligence and Planning, 33(5), pp.763–783. https://doi.org/10.1108/MIP-05-2014-0081.
Chen, Y.H. and Barnes, S., 2007. Initial trust and online buyer behaviour. Industrial Management and Data Systems, 107(1), pp.21–36. https://doi.org/10.1108/02635570710719034.
Chien, S.P., Wu, H.K. and Hsu, Y.S., 2014. An investigation of teachers’ beliefs and their use of technology-based assessments. Computers in Human Behavior, 31(1), pp.198–210. https://doi.org/10.1016/j.chb.2013.10.037.
Chiu, Y. bin, Lin, C.P. and Tang, L.L., 2005. Gender differs: Assessing a model of online purchase intentions in e-tail service. International Journal of Service Industry Management, 16(5), pp.416–435. https://doi.org/10.1108/09564230510625741.
Chu, C.W. and Lu, H.P., 2007. Factors influencing online music purchase intention in Taiwan: An empirical study based on the value-intention framework. Internet Research, 17(2), pp.139–155. https://doi.org/10.1108/10662240710737004.
Činjarević, M., Kožo, A. and Berberović, D., 2019. Sharing is caring, and millennials do care: collaborative consumption through the eyes of internet generation. The southeast European Journal of Economics and Business, 14(1), pp.49–60.
Dakduk, S., ter Horst, E., Santalla, Z., Molina, G. and Malavé, J., 2017. Customer behavior in electronic commerce: A bayesian approach. Journal of Theoretical and Applied Electronic Commerce Research, 12(2), pp.1–20. https://doi.org/10.4067/S0718-18762017000200002.
Davis, B., Dutzik, T. and Baxandall, P., 2012. Transportation and the new generation: Why young people are driving less and what it means for transportation policy.
Davis, F.D., 1985. A technology acceptance model for empirically testing new end-user information systems: Theory and results . Massachusetts Institute of Technology.
Dhar, R. and Wertenbroch, K., 2000. Consumer choice between hedonic and utilitarian goods. Journal of marketing research, 37(1), pp.60–71.
Doney, P.M. and Cannon, J.P., n.d. An Examination of the Nature of Trust in Buyer-Seller Relationships.
Eisenberg, N. and Miller, P.A., 1987. The relation of Empathy to prosocial and related behaviors. Psychological Bulletin, 101(1), p.91.
Eisenberg, N., Wentzel, M. and Harris, J.D., 1998. The role of emotionality and regulation in empathy-related responding. School Psychology Review, 27(4), pp.506–521. https://doi.org/10.1080/02796015.1998.12085934.
Escalas, J.E. and Stern, B.B., 2002. Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research, 29(4), pp.566–578. https://doi.org/10.1086/346251.
Fauzi, A.A. and Sheng, M.L., 2020. The digitalization of micro, small, and medium-sized enterprises (MSMEs): An institutional theory perspective. Journal of Small Business Management. https://doi.org/10.1080/00472778.2020.1745536.
Fishbein, M. and Ajzen, I., 1977. Belief, Attitude, Intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2).
Fondevila-Gascón, J.F., Berbel, G. and Muñoz-González, M., 2019. Experimental study on the utility and future of collaborative consumption platforms offering tourism related services. Future Internet, 11(3). https://doi.org/10.3390/fi11030080.
Goyal, A., Maity, M., Thamizhvanan, A. and Xavier, M.J., 2013. Determinants of customers’ online purchase intention: An empirical study in India. Journal of Indian Business Research, 5(1), pp.17–32. https://doi.org/10.1108/17554191311303367.
Güngördü Belbağ, A. (2024). External and internal factors affecting collaborative consumption practices: insights from new-middle classes in an emerging market. Social Responsibility Journal.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L., 2009. Análise multivariada de dados. Bookman editora.
Hamari, J., Sjöklint, M. and Ukkonen, A., 2016. The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), pp.2047–2059. https://doi.org/10.1002/asi.23552.
Hansen, J.M., Saridakis, G. and Benson, V., 2018. Risk, trust, and the interaction of perceived ease of use and behavioral control in predicting consumers’ use of social media for transactions. Computers in Human Behavior, 80, pp.197–206. https://doi.org/10.1016/j.chb.2017.11.010.
van der Heijden, H., 2003. Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & management, 40(6), pp.541–549.
Heijden, H. van der, Verhagen, T. and Creemers, M., 2003. Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), pp.41–48. https://doi.org/10.1057/palgrave.ejis.3000445.
Holbrook, M.B., 1994. The nature of customer value,‖ paper Presented in Service Quality: New Directions in Theory and Practice.
Holbrook, M.B. and Hirschman, E.C., 1982. The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), pp.132-140.
Hsu, M.H., Chuang, L.W. and Hsu, C.S., 2014. Understanding online shopping intention: The roles of four types of trust and their antecedents. Internet Research, 24(3), pp.332–352. https://doi.org/10.1108/IntR-01-2013-0007.
Hwang, H., Malhotra, N.K., Kim, Y., Tomiuk, M.A. and Hong, S., 2010. A Comparative Study on Parameter Recovery of Three Approaches to Structural Equation Modeling. Journal of Marketing Research, XLVII, pp.699–712.
Hwang, J. and Griffiths, M.A., 2017. Share more, drive less: Millennials value perception and behavioral intent in using collaborative consumption services. Journal of Consumer Marketing, 34(2), pp.132–146. https://doi.org/10.1108/JCM-10-2015-1560.
Inegbedion, H.E., 2018. Factors that influence customers' Attitude toward electronic banking in Nigeria. Journal of Internet Commerce, 17(4), pp.325–338.
Keeble, J., 2013. Young consumers hold the key to sustainable brands. [online] Available at: [Accessed 13 Nov. 2020].
Keen, C., Wetzels, M., de Ruyter, K. and Feinberg, R., 2004. E-tailers versus retailers. Which factors determine consumer preferences. Journal of Business Research, 57(7), pp.685–695. https://doi.org/10.1016/S0148-2963(02)00360-0.
kemenkominfo, 2018. LAPORAN KINERJA KEMENTERIAN KOMUNIKASI DAN INFORMATIKA 2018.
Khare, A. and Sadachar, A., 2014. Collective Self-Esteem and Online Shopping Attitudes among College Students: Comparison between the U.S. and India. Journal of International Consumer Marketing, 26(2), pp.106–121. https://doi.org/10.1080/08961530.2014.878203.
Kim, B. and Han, I., 2011. The role of utilitarian and hedonic values and their antecedents in a mobile data service environment. Expert Systems with Applications, 38(3), pp.2311–2318. https://doi.org/10.1016/j.eswa.2010.08.019.
Kim, E., & Yoon, S. (2021). Social capital, user motivation, and collaborative consumption of online platform services. Journal of Retailing and Consumer Services, 62, 102651.
Kim, J.B., 2012. An empirical study on consumer-first purchase intention in online shopping: Integrating initial trust and TAM. Electronic Commerce Research, 12(2), pp.125–150. https://doi.org/10.1007/s10660-012-9089-5.
Kim, M.S. and Ahn, J.H., 2007. Management of trust in the e-marketplace: The role of the buyer’s experience in building trust. Journal of Information Technology, 22(2), pp.119–132. https://doi.org/10.1057/palgrave.jit.2000095.
Koufaris, M. and Hampton-Sosa, W., 2004. The development of initial trust in an online company by new customers. Information and Management, 41(3), pp.377–397. https://doi.org/10.1016/j.im.2003.08.004.
Kuncoro, H., 2017. Menggagas Sharing Economy Antar-BLU. Media Keuangan. Feb.
Lamberton, C.P. and Rose, R.L., 2012. When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), pp.109–125.
Larcker, D.F., 1981. CLAES FORNELL Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, .
Lee, S. and Kim, D.-Y., 2018. The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users. International Journal of Contemporary Hospitality Management.
Lee, S.G., Trimi, S. and Yang, C.G., 2018. Perceived Usefulness Factors of Online Reviews: A Study of Amazon.com. Journal of Computer Information Systems, 58(4), pp.344–352. https://doi.org/10.1080/08874417.2016.1275954.
Lieberman, M., 2015. Pwc-Consumer-Intelligence-Series-the-Sharing-Economy. PWC Consumer Intelligence Series: The Sharing Economy, 30.
Liem, C., 2016. The rise of the sharing economy in Indonesia. [online] Weforum.org. Available at: <https://www.weforum.org/agenda/2016/01/the-rise-of-the-sharing-economy-in-indonesia/.> [Accessed 2 Dec. 2020].
Lu, D., Lai, I.K.W. and Liu, Y., 2019. The consumer acceptance of smart product-service systems in sharing economy: the effects of perceived interactivity and particularity. Sustainability, 11(3), p.928.
Marimon, F., Llach, J., Alonso-Almeida, M. and Mas-Machuca, M., 2019. CC-Qual: A holistic scale to assess customer perceptions of service quality of collaborative consumption services. International Journal of Information Management, 49, pp.130–141.
Martinez-Gonzalez, J. A., Parra-Lopez, E., & Barrientos-Baez, A. (2021). Young consumers’ intention to participate in the sharing economy: An integrated model. Sustainability, 13(1), 430.
Mathieson, K., Peacock, E. and Chin, W.W., 2001. Extending the technology acceptance model: the influence of perceived user resources. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 32(3), pp.86–112.
Mayer, R.C., Davis, J.H. and Schoorman, F.D., 1995. Academy of Management Review.
Merhi, M., Hone, K. and Tarhini, A., 2019. A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust. Technology in Society, 59. https://doi.org/10.1016/j.techsoc.2019.101151.
Minami, A. L., Ramos, C., & Bortoluzzo, A. B. 2021. Sharing economy versus collaborative consumption: What drives consumers in the new forms of exchange?. Journal of Business Research, 128, 124-137.
Mittendorf, C., 2018. Collaborative consumption: the role of familiarity and trust among Millennials. Journal of Consumer Marketing, 35(4), pp.377–391. https://doi.org/10.1108/JCM-12-2016-2040.
Moon, M.A., Khalid, M.J., Awan, H.M., Attiq, S., Rasool, H. and Kiran, M., 2017. Percepciones de los consumidores sobre los atributos funcionales y hedonistas de las páginas web, e intenciones de compra online: visión de la actitud cognitivo-afectiva. Spanish Journal of Marketing - ESIC, 21(2), pp.73–88. https://doi.org/10.1016/j.sjme.2017.07.001.
Nelson, M.R., Rademacher, M.A. and Paek, H.J., 2007. Downshifting Consumer = Upshifting Citizen? An Examination of a Local Freecycle Community. Annals of the American Academy of Political and Social Science, 611(1), pp.141–156. https://doi.org/10.1177/0002716206298727.
Noviantoro, R., Fahlevi, M. and Nur Abdi, M., 2020. Startup Valuation by Venture Capitalists: An Empirical Study Indonesia Firms. SERSC International Journal of Control and Automation, .
Ozturk, A.B., Nusair, K., Okumus, F. and Hua, N., 2016. The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. International Journal of Hospitality Management, 57, pp.106–115.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of retailing and consumer services, 29, pp.92–103.
Parra, A., 2013. Cognitive and emotional Empathy in relation to five paranormal/anomalous experiences. North American Journal of Psychology, 15(3), pp.405–412.
Saundra, J., van Dalen, J., Rook, L. and Ketter, W., 2020. Ridesharing platform entry effects on ownership-based consumption in Indonesia. Journal of Cleaner Production, 265. https://doi.org/10.1016/j.jclepro.2020.121535.
Pavlou, P.A. and Gefen, D., 2004. Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1). https://doi.org/10.1287/isre.1040.0015.
Pham, H. T., Hoang, K. T., Nguyen, T. T., Do, P. H., & Mar, M. T. C. (2021). Sharing economy: Generation Z's intention toward online fashion rental in Vietnam. The Journal of Asian Finance, Economics and Business, 8(3), 997-1007.
Piscicelli, L., Cooper, T. and Fisher, T., 2015. The role of values in collaborative consumption: Insights from a product-service system for lending and borrowing in the UK. Journal of Cleaner Production, 97, pp.21–29. https://doi.org/10.1016/j.jclepro.2014.07.032.
Pratama, 2018. Tantangan dan Peluang Startup Marketplace Properti di Indonesia pada Tahun 2018. [online] Techinasia. Available at: <https://id.techinasia.com/startup-marketplace-properti-indonesia- 2018> [Accessed 27 Nov. 2020].
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W.E., Luchs, M.G., Ozanne, L.K. and Thøgersen, J., 2011. Sustainable Consumption: Opportunities for Consumer Research and Public Policy. Journal of Public Policy & Marketing, 30(1), pp.1547–7207.
Raise, S., 2011. New Valley Trend: Sharing for Profit. Start-Ups Help Loan Out Cars, Spare Beds, Even Chore-Doing. [online] Available at: <https://www.wsj.com/articles/SB10001424052970204612504576607573655083688> [Accessed 9 Jan. 2022].
Rempel, J.K., Holmes, J.G. and Zanna, M.P., 1985. Trust in close relationships. Journal of personality and social psychology, 49(1), p.95.
Roos, D. and Hahn, R., 2019. Understanding Collaborative Consumption: An Extension of the Theory of Planned Behavior with Value-Based Personal Norms. Journal of Business Ethics, 158(3), pp.679–697. https://doi.org/10.1007/s10551-017-3675-3.
Santoso, A.S. and Erdaka, A., 2015. Customer Loyalty in Collaborative Consumption Model: Empirical Study of CRM for Product-Service System-Based e-Commerce in Indonesia. In: Procedia Computer Science. Elsevier.pp.543–551. https://doi.org/10.1016/j.procs.2015.12.162.
Schlaegel, C., 2015. Understanding individuals’ initial and continued use of online auction marketplaces: A meta-analysis. Management Research Review, 38(8), pp.855–907. https://doi.org/10.1108/MRR-09-2013-0210.
Sembada, A.Y. and Koay, K.Y., 2021. How perceived behavioral control affects trust to purchase in social media stores. Journal of Business Research, 130, pp.574–582. https://doi.org/10.1016/j.jbusres.2019.09.028.
Sevisari, U. and Reichenberger, I., 2020. Value co-creation in Couchsurfing – the Indonesian host perspective. International Journal of Culture, Tourism, and Hospitality Research, 14(4), pp.473–488. https://doi.org/10.1108/IJCTHR-09-2019-0156.
Shadkam, M., 2012. An empirical study on influence factors of online purchasing. International Journal of Arts & Sciences, 5(1), p.479.
Stürmer, S., Snyder, M. and Omoto, A.M., 2005. Prosocial emotions and helping: the moderating role of group membership. Journal of personality and social psychology, 88(3), p.532.
Sun, H., 2010. Sellers’ trust and continued use of online marketplaces. Journal of the Association for Information systems, 11(4), p.2.
Svare, H., Gausdal, A.H. and Möllering, G., 2020. The function of ability, benevolence, and integrity-based trust in innovation networks. Industry and Innovation, 27(6), pp.585–604.
Szajna, B., 1996. Empirical evaluation of the revised technology acceptance model. Management Science, 42(1), pp.85–92. https://doi.org/10.1287/mnsc.42.1.85.
Venkatesh, V., Smith, R.H., Morris, M.G., Davis, G.B., Davis, F.D. and Walton, S.M., n.d. Quarterly USER ACCEPTANCE OF INFORMATION TECHNOLOGY: TOWARD A UNIFIED VIEW1.
Waddell, G. and Williamon, A., 2019. Technology use and attitudes in music learning. Frontiers in ICT, 6, p.11.
Wang, L.C., Baker, J., Wagner, J.A., Wakefield, K., Lamb, C., Grewal, D., Babin, B. and Mosley, J.D., 2007. (electronic) Can a Retail Web Site Be Social? Journal of Marketing, [online] 71, pp.143–157. Available at: <http://www.marketingpower.com/jmblog.>.
Wang, Y., Wang, S., Wang, J., Wei, J. and Wang, C., 2020. An empirical study of consumers’ intention to use ride-sharing services: using an extended technology acceptance model. Transportation, 47(1), pp.397–415.
Wold, S., Sjostrom, M., Eriksson, L. and Sweden˚˚, S., n.d. PLS-regression: a basic tool of chemometrics. [online] Chemometrics and Intelligent Laboratory Systems, Available at: .
Wu, B. and Chen, X., 2017. Continuance intention to use MOOCs: Integrating the technology acceptance model (TAM) and task technology fit (TTF) model. Computers in Human Behavior, 67, pp.221–232.
Yoon, S.J., 2002. The antecedents and consequences of trust in online purchase decisions. Journal of Interactive Marketing, 16(2), pp.47–63. https://doi.org/10.1002/dir.10008.
Zhang, L., Zhu, J. and Liu, Q., 2012. A meta-analysis of mobile commerce adoption and the moderating effect of culture. Computers in Human Behavior, 28(5), pp.1902–1911. https://doi.org/10.1016/j.chb.2012.05.008.
Zhang, T.C., Gu, H. and Jahromi, M.F., 2019. What makes the sharing economy successful? An empirical examination of competitive customer value propositions. Computers in Human Behavior, 95, pp.275–283.
Copyright (c) 2025 Gadjah Mada International Journal of Business
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Gadjah Mada International Journal of Business by Master of Business Administration, Faculty Economics and Business, Universitas Gadjah Mada is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
