This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated.
Two scenario-based online studies were conducted with young consumers concerning several collaborative consumption services.
Using structural equation modeling, the authors found that specific dimensions of value perceptions (utilitarian, hedonic and symbolic) have differing effects on young consumers’ attitude and empathy toward collaborative consumption services. The analysis shows no moderating effects for perceived consumer effectiveness (Study 1 and Study 2) but a significant moderating effect for consumer innovativeness (Study 2).
This research identifies important factors for the attitudinal and behavioral outcome of young consumers, an important consumer group for the emerging trend of collaborative consumption. Also, the role of empathy and two personal traits offer insights.
Substantively, the findings guide marketers in the sharing economy in elevating their strategic tactics and effective approaches to reach this important consumer group.
Given the paucity of research on consumer groups in this context, the current research breaks new ground by investigating value perceptions and empathy as drivers of positive reactions and moderating factors within the collaborative economy.
