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Total 333.912 277
<Table 18> ANOVA analysis of different sampling countries
Surprisingly, I found a very significant impact caused by the difference between participants’ nationalities. The influence is so significant that almost every p-values in this ANOVA test are lower than 0.01. Since there is so far no previous research discussing the impact due to culture difference to participant’s attitude and behavior in sharing economy, this finding reveals a very inspirational direction to future studies.
Chapter 5 Conclusion and implications
5-1 The Conclusion
Sharing is an inherent human behavior growing and evaluating its forms alongside the evolution of the human societies. Through the assistance of information and
communication technology (ICT), various forms of sharing become possible and popular among industries and consumers (Botsman & Rogers, 2010; Kaplan &
Haenlein, 2010; Wang & Zhang, 2012.) Sharing Economy nowadays becomes a trendy idea being discussed broadly by media and utilized by enterprises (Jeremiah, Alexandra, and Andrew, 2014). Sharing economy, therefore, can be one of the pathways to sustainability (Heinrichs, 2013) and can also be treated as a pro-environmental behavior.
Based on the model built by Hamari, Sjöklint, and Ukkonen (2015), I extend the discussion to different sharing scenarios. I also extended the model with a
categorization of sharing scenarios, which are the gift giving, reciprocity, and market exchange sharing. This research hopes to answer two questions: (1) if participants’
attitude and the motivations, which form the attitude, differed because of different
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sharing scenarios? And (2) does the intention to participate in sharing economy differ under different sharing scenarios?
With a bike-sharing setting as the background, by analyzing the data collected from several platforms, I examined the influences from participant’s attitude toward sharing, motivations, materialisms, and other factors to the intention to participate in sharing economy under different sharing scenarios. I found that there is no significant influence caused by the sharing scenarios no matter to the intention to participate, and the attitude toward sharing. Nor the motivations would be different under different sharing scenarios. In addition, through a further digging of the roots to the questions, I found the cultural difference could be a possible significant influence factor to those motivations, attitudes, and intention to sharing behaviors. However, how the culture difference leading to the variation is not discussed in this article. It relies on more future studies to approach, to dig out the insight of the final answers.
5-2 Research Limitation
Although I have tried best to design and perform this research, several limitations remain. Due to a lack of business resources, I separately explored selected content, respondents, and behavioral-intention measurement to survey the sharing behavior of participants. First, the scenario setting was designed to be bike-sharing as the basis of this study; however, there are many other different fields of sharing economy
implementations (e.g., room sharing, car sharing, cloth sharing, among others) available in the market. Thus, further research should examine and extend the scope of this study to other distinguished sharing mechanisms. Second, the respondents’
demographic information should be diverse; however, because of the sampling approach, the respondents are homogeneous. It is important to sample different types
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of consumers (e.g., rich and poor, young and old, and content more cultural diversity).
Hence, future research should compare different subject groups to enrich the application of sharing economy. For example, the cultural difference previous mentioned could be a possible direction. Third, I use consumer attitude and intention to participate to measure behavioral intention. Future research should use other measurement methods (e.g., big data analyses) to analyze and predict real consumer behavior, because there are varieties in the sharing results in the real world.
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Declaration
I hereby declare that the paper presented is my own work and that I have not called upon the help of a third party. In addition, I affirm that neither I nor anybody else has submitted this paper or parts of it to obtain credits elsewhere before. I have clearly marked and acknowledged all quotations or references that have been taken from the works of others. All secondary literature and other sources are marked and listed in the bibliography. The same applies to all charts, diagrams and illustrations as well as
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to all Internet resources. Moreover, I consent to my paper being electronically stored and sent anonymously in order to be checked for plagiarism. I am aware that if this declaration is not made, the paper may not be graded.
Place,date:____________________________Signature:________________________
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Author(s) Topic Sharing
Definition
Sharing Machanisms
Sharing Economy Implication
Consumer Attitude Consumer Behavior Attitude & Consumer Personality under Sharing Mechanisms 2000 Wasko It is what one does: Why people participate and help
others in electronic communities of particle.
x x
2000 Ryan, Deci Self-determination theory and the facilitation of intrinsic motivation, social development, and we-being
x x
2005 Wasko Why should I share? Examining social capital and knowledge contribution in electronic networks of practice.
x x
2006 Chiu, Hsu, Wang
Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories
x
2007 Belk Why not share rather then own? (2007) x x
2007 Kamal, Vinnie Exploring consumer attitude and behavior toward green practices in the lodging industry in India
x x
2010 Belk Sharing (2010) x x
2012 Fleura, Giana Access-Based Consumption: The Case of Car Sharing x x x
2013 Harald Sharing Economy: A potential new pathway to sustainability
x
2013 Arun From Zipcar to the sharing economy (2013) x x
2013 Tomio Airbnb And The Unstoppable Rise Of The Share Economy
x 2014 Belk You are what you can access: Sharing and collaborative
consumption online
x x
2014 Jeremiah, Alexandra, Andrew
Sharing is the new buying: How to win the collaborative economy
x x x
2015 Hamari, Sjöklint and Ukkonen,
The sharing economy: Why people participate in collaborative consumption
x x x
2015 Mareike Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again
x x
2015 Laura, Tim, Tom
The role of values in collaborative consumption: insights from a product-service system for lending and borrowing in the UK
x x
2016 Shang Generating social resonance for purchase intention x
2017 Sun This article x x x x x x
Appendix 1: Table of Research Blank
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Appendix 2: Table of Validity Test (Part) Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
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Appendix
0 9 .0 8 .17, 6 *19 P M P r in t ve rs io n
P a g e 1 o f 10 h t t p s :/ / w w 2 .u n ip a r k .d e / w w w/ p r in t _s u rve y.p h p ? s y id = 3 8 2 6 5 7&__m e n u _n o d e = p r in t
Questionnaire Questionnaire
11 Startseite Startseite Dear Participants,
Thank you very much for participating this survey, in which the whole study is anonymous. While answering the survey, don’t be surprised if some questions sound repetitive. This has methodological reasons and is important for the analysis of the data. Thank you for your understanding. By taking part in this research you make an important contribution!
If you have any further questions or suggestions, do not hesitate to contact us via [email protected] We greatly appreciate your participation and your support.
Best regards
Sun Shih-hsuan (Robert)
22 Einleitungstext Einleitungstext
Please read the following text carefully.
Imagine you are flying to Milan, Italy, for a long weekend. There are various public transportations you can utilize for the city tour though, a bike-sharing platform www.sharebike.com catches your eyes. Since you know it provides their service both in the city you live and Milan, you think it could be a possible solution. Therefore you decide to register as a member of the website to see if you can find a suitable bike.
After you inserted your destination city or share the real-time location with the app, the app suggests you all available bike-sharings on its map.
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0 9 .0 8 .17, 6 *19 P M P r in t ve rs io n
P a g e 2 o f 10 h t t p s :/ / w w 2 .u n ip a r k .d e / w w w/ p r in t _s u rve y.p h p ? s y id = 3 8 2 6 5 7&__m e n u _n o d e = p r in t
3.13.1 Scenario "Gift-Giving” Scenario "Gift-Giving”
The website shows you the available bikes on the map. All bikes are shared for free and you don’t have to pay anything.
dollar_rec.png
4.14.1 Scenario “Reciprocity”: Scenario “Reciprocity”:
The website shows you the available bikes on the map. All bikes are shared for free therefore you don’t have to pay anything. As you don’t need to pay for the bikes, it is part of the deal that you offer a bike to be shared with the bike-sharing community based on the length of time you were shared by others.
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0 9 .0 8 .17, 6 *19 P M P r in t ve rs io n
P a g e 3 o f 10 h t t p s :/ / w w 2 .u n ip a r k .d e / w w w/ p r in t _s u rve y.p h p ? s y id = 3 8 2 6 5 7&__m e n u _n o d e = p r in t
dollar_rec.png
5.1
5.1 Scenario “Market Exc hange” Scenario “Market Exc hange”
The website shows you the available bikes on the map. You have to pay for a charge based on the length of time of the usage.
dollar_m._ex.png
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6 Intention to partic ipate Intention to partic ipate
Please answer the following question by checking one of the boxes.
Would you want to use the service of www.sharebike.com?
Yes No
If yes, why would you choose the service?
You will now be presented with a series of statements.
Please indicate in how far you agree or disagree with each of the statements.
Strongly
disagree Strongly agree
The likelihood of me participating in the www.sharebike.com service is high I would consider participating in the www.sharebike.com service
The probability that I would consider participating in the www.sharebike.com service is low
77 Intention to partic ipate Intention to partic ipate
Strongly
disagree Strongly agree
I have a high willingness to use things together with others
Sharing consumer goods with others is a good alternative to ownership
I prefer the alternative of sharing consumer goods to buying them.
The probability that I share consumer goods with others is high
I have a high willingness to participate in bike-sharing
Sharing bikes with others is a good alternative to ownership
In the future, I will participate in bike-sharing activities
88 Motivation to participate Motivation to participate
What are your reasons for participating in the www.sharebike.com service?
Strongly
disagree Strongly agree
To donate a bike.
To support a good cause.
To engage in a more sustainable lifestyle by sharing instead of buying.
Strongly
disagree Strongly agree
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To save money on new buying.
To get cheaper transportation.
To save time.
Strongly
disagree Strongly agree
To express my lifestyle.
To show others that I care about sustainability.
To set a good example for others.
Strongly
disagree Strongly agree
To gain new experiences.
To enjoy the convenience.
To have fun.
To try different bikes.
99 Materialis m Materialis m
You will now be presented with a series of statements.
Please indicate in how far you agree or disagree with each of the statements.
Strongly
disagree Strongly agree
I admire people who own expensive homes, cars, and clothes
Some of the most important achievements in life include acquiring material possessions I don't place much emphasis on the number of material objects people own as a sign of success.
Some of the most important achievements in life include acquiring material possessions I don't place much emphasis on the number of material objects people own as a sign of success.