Do Consumer Values and Switching Barriers Influence Sharing Consumption Intention? A Cost-Benefit Approach
Keywords:sharing consumption, consumer value, switching barrier, value-based adoption model (VAM), switching intent
With the rapid spread of the sharing economy markets worldwide, shared services are expected to outpace existing services in near future, and numerous studies on the subject of sharing economy have been conducted. However, it is hard to find previous studies that have attempted to investigate the mechanism which causes consumers to switch from conventional services to sharing consumption. Therefore, this study aims to find out about the psychological as well as value-driven decision mechanism that affects consumers’ switching into shared services. In particular, this study incorporates Value-based Adoption Model (VAM) which simultaneously considers both costs and benefits of adopting shared products or services. This study found that economic/hedonic/social values of consumers have a significant impact on perceived benefits, but altruistic value did not have a significant effect. The perceived risk and alternative attractiveness of the switching barrier had a significant impact on perceived sacrifices, whereas ties did not have a significant impact. In addition, perceived benefits had a significant positive effect on the intent to switch, and perceived sacrifices had a significant negative effect on the intent to switch. Furthermore, perceived behavioral control had a significant moderating effect between perceived benefits and willingness to switch.
Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Antón, C., Camarero, C., & Carrero, M. (2007). The mediating effect of satisfaction on consumers' switching intention. Psychology & Marketing, 24(6), 511-538. https://doi.org/10.1002/mar.20171
Beatty, S. E., Mayer, M., Coleman, J. E., Reynolds, K. E., & Lee, J. (1996). Customer-sales associate retail relationships. Journal of Retailing, 72(3), 223-247. https://doi.org/10.1016/S0022-4359(96)90028-7
Botsman, R. (2013). The sharing economy lacks a shared definition. Fast Company, 21, 2013. https://fastcompany.com/3022028/the-sharing-economy-lacks-a-shared-definition
Botsman, R., & Rogers, R. (2010). What’s Mine is Yours. The rise of Collaborative Consumption, Harper Business: New York, 1.
Chung, I. G., Sun, Z. Q., & Yoon, S. J. (2020). A Study on the Customer's Intention to Accept the Innovative Products: Focused on Unified Theory of Acceptance and Use of Technology (UTAUT), Technology Readiness Index (TRI) and Value-Based Acceptance Model (VAM). Journal of Marketing Management Research, 25(4), 89- 121. https://doi.org/10.37202/KMMR.2020.25.4.89
Durgee, J. F., & Colarelli O'Connor, G. (1995). An exploration into renting as consumption behavior. Psychology & Marketing, 12(2), 89-104.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21. https://doi.org/10.1177/002224299205600103
Frazier, G. L. (1983). Interorganizational exchange behavior in marketing channels: a broadened perspective. Journal of Marketing, 47(4), 68-78.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101. https://doi.org/10.1177/002224298204600314
Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. Service Quality: New Directions in Theory and Ppractice, 21(1), 21-71. https://doi.org/10.4135/9781452229102.n2
Holbrook, M. B. (1999). Consumer value. A Framework for Analysis and Research. Routledge: London, UK.
Holbrook, M. B. (2006). Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of Business Research, 59(6), 714-725. https://doi.org/10.1016/j.jbusres.2006.01.008
Holt, D. B. (1995). How consumers consume: A typology of consumption practices. Journal of Consumer Research, 22(1), 1-16. https://doi.org/10.1086/209431
Huang, L., Li, Y., Huang, X., & Zhou, L. (2021). How social distance affects the intention and behavior of collaborative consumption: A study based on online car-hailing service. Journal of Retailing and Consumer Services, 61, 102534. https://doi.org/10.1016/j.jretconser.2021.102534
Jarvenpaa, S. L., & Todd, P. A. (1996). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59-88. https://doi.org/10.1080/10864415.1996.11518283
Jo, A. R., & Lee. Y. J. (2015). The effects of consumer value and conspicuous consumption tendency on the attitude toward and purchase intention of fashion cause-related marketing products. Journal of the Korean Society of Clothing and Textiles, 39(1), 43- 54. http://dx.doi.org/10.5850/JKSCT.2015.39.1.43
Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76(2), 259-274. https://doi.org/10.1016/S0022-4359(00)00024-5
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88.
Jun, J. K., Lee, T. M., Chung, S. Y., & Park, C. (2017). A study on determinants of intention to use car sharing: Moderating effect of consumer innovativeness. Journal of Marketing Management Research, 22(2), 49-66. https://doi.org/G704-001083.2017.22.2.001
Jung, C. H., & Chung, Y. S. (2020). An empirical study on the factors influencing the continuance intention in sharing economy services. Journal of Management and Economics, 42(2), 131-151. https://doi.org/10.22828/meri.2020.42.2.006
Kim, H. I., & Cha, H. W. (2010). The effect of social capital and interpersonal communication on the posthumous organ donation intentions: Application and expansion of the theory of planned behavior. Korean Journal of Journalism & Communication Studies, 54(6), 173-198. https://doi.org/G704-000203.2010.54.6.017
Kim, H. J., & Kim, H. B. (2020). Influences of personal characteristics and psychological motivation on sharing-economy accommodation service's use Intention: Focused on airbnb. International Journal of Tourism Management and Sciences. 35(3), 67-88. http://dx.doi.org/10.21719/IJTMS.35.3.4
Kim, H. J., Park, J. W., & Jo, D. H. (2016). An empirical study on success factors of sharing economy service. The Journal of the Korea Contents Association, 16(1), 214-229. http://dx.doi.org/10.5392/JKCA.2016.16.01.214
Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: an empirical investigation. Decision Support Systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009
Kim, H. Y., Ryu, K. S., & Ryu, H. S. (2016). Purchasing intention of products in organic grocery stores: Comparison of extended theory of planned behavior and model of goal- directed behavior. Journal of Foodservice Management, 19(1), 391-411. https://doi.org/G704- SER000002017.2016.19.1.019
Kim, M. S., & Rhee, Y. S. (2020). The influences of consumer value of sharing economy services on consumer intentions of using fashion and non-fashion item sharing service. Journal Korea Society of Visual Design Forum. 25(3), 43-54. https://doi.org/10.21326/ksdt.2020.25.3.004
Kim, S. H., & Oh, S. H. (2002). The determinants of repurchase intentions in the service industry: customer value, customer satisfaction, switching costs, and attractiveness of alternatives. Korea Marketing Review, 17(2), 25-55. https://doi.org/G704-000341.2002.17.2.003
Lawson, S. J. (2011). Forsaking ownership: Three essays on non-ownership consumption and alternative forms of exchange. The Florida State University College of Business PhD thesis.
Lee, H. J., & Park, H. J. (2019). Factors Affecting the Intention to Provide and Use Accommodation Sharing Economy Service. The Journal of the Korea Contents Association, 19(5), 205-216. https://doi.org/10.5392/JKCA.2019.19.05.205
Lee, H. S., Kim, Y., & Jeong, J. H. (1999). Utilitarian/hedonic shopping value and shopping satisfaction: Development and testing of a structural model. Business Research, 28(2), 505-538.
Lee, H. T. (2010). The effects of customer dissatisfaction, alternative attractiveness, switching cost on customer switching intention. Review of Business and Economics, 23(4), 2135- 2155. https://doi.org/G704-001438.2010.23.4.002
Lee, J. S., Hwang, C. D., Cho, H. Y., Park, J. W., & Chun, S.W. (2018). Why does materialism enhance impulsive buying? The mediating effect of consumer value. Journal of Consumption Culture. 21(3), 163-180. http://dx.doi.org/10.17053/jcc.2018.21.3.00 8
Lee, R. & Romaniuk, J. (2009). Relating switching costs to positive and negative word-of- mouth. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 22, 54. https://jcsdcb.com/index.php/JCSDCB/article/view/31
Lee, S. Y., Yim, H. R., & Kim, H. S. (2019). A study on Influence relation of membership users perceived benefit, sacrifice, value and continuous use intention by using theory of value based adoption model (VAM): Focused on 20s CJ membership service. Culinary Science & Hospitality Research, 25(6), 12-22. https://doi.org/10.20878/cshr.2019.25.6.002
Lee, U. Y., & Kim, S. I. (2021). A study on user experience of scooter-sharing system -Focused on kickgoing and lime. Journal of Digital Convergence, 19(2), 425-431. https://doi.org/10.14400/JDC.2021.19.2.425
Lee, Y. J. (2010). The moderating effects of hedonic & utilitarian value on the marine leisure and tourism activity participation process. Journal of Tourism Sciences. 34(4), 35-39. https://doi.org/G704-000001.2010.34.4.001
Lee. E. J., & Overby, J. W. (2004). Creating value for online shoppers: Implications for satisfaction and loyalty. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 17. https://jcsdcb.com/index.php/JCSDCB/article/view/62
Li, Y. N., Lee, Y. W., & Shin, G. C., (2017). The effects of channel choice attribute factors on consumer purchase intention for sharing economy services: focusing on the moderating effect of switching barriers. Journal of Product Research. 35(4), 65-75. https://doi.org/10.36345/kacst.2017.35.4.007
Lim, J. A., Chu, W. J., & Im, M. J. (2020). The effect of consumer psychological characteristics and service attributes on usage satisfaction of sharing economy services: A study of car sharing, room sharing and children’s goods sharing. Korean Society of Consumer Studies. 31(5), 249-276. http://dx.doi.org/10.35736/JCS.31.5.10
Lindblom, A., Lindblom, T., & Wechtler, H. (2018). Collaborative consumption as C2C trading: Analyzing the effects of materialism and price consciousness. Journal of Retailing and Consumer Services, 44, 244-252. https://doi.org/10.1016/j.jretconser.2018.07.016
Machin, J.E. (2016). Choosing by selecting or rejecting: How decision strategy influences consumer satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 29, 5-29. https://jcsdcb.com/index.php/JCSDCB/article/view/238
Moon, D., Amasawa, E., & Hirao, M. (2021). Transition pathway of consumer perception toward a sharing economy: Analysis of consumption value for behavioral transition to laundromats. Sustainable Production and Consumption, 28, 1708-1723. https://doi.org/10.1016/j.spc.2021.09.009
Mutum, D., Ghazali, E. M., Nguyen, B., & Arnott, D. (2014). Online loyalty and its interaction with switching barriers. Journal of Retailing and Consumer Services, 21(6), 942-949. https://doi.org/10.1016/j.jretconser.2014.08.012
Oh, H. (2000). Diners' perceptions of quality, value, and satisfaction: A practical viewpoint. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58-66. https://doi.org/10.1177/001088040004100317
Oh, Y. S. (2019). A study on the influence of customer value and switching barriers on the attitude toward 5G service. Journal of Distribution and Management Research, 22(4), 101-108. https://doi.org/10.17961/jdmr.22.4.201908.101
Park, J. C., Chung, N. H., & Koo, C. M. (2013). The investigation of 'use motivation-benefit’ relations in the social networking service type. Journal of Consumption Culture, 16(2), 247-268. https://doi.org/10.17053/jcc.2013.16.2.011
Park, J.H., Lee, J.H., 2002. A study on the churn intention and customer’s retention strategy of high-speed internet service. Journal of Korean Institute of Communications and Information Sciences. 11, 1224-1227.
Park, Y. J., & Kim, K. O. (2012). Consumer values derived from products by consumers: Difference among the four types of products classified with product attributes and visibility. Journal of the Korean Home Economics Association, 50(7), 81-96. http://dx.doi.org/10.6115/khea.2012.50.7.081
Patterson, P. G., & Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of Retailing, 79(2), 107-120. https://doi.org/10.1016/S0022-4359(03)00009-5
Peter, J. P., & Olson, J. C. (1994). Understanding Consumer Behavior, Burr Ridge, IL: Richard D.
Ping Jr, R. A. (1993). The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320-352. https://doi.org/10.1016/0022-4359(93)90010-G
Rifkin, L. (2018). Please like me: How self-presentation theory influences tenant ratings and reviews in the sharing economy. Biennial Consumer Satisfaction, Dissatisfaction and Complaining Behavior Conference. New York.
Rogers, J.C., Ross, S.C., & Williams, T.G. (1992). Personal values and purchase dissatisfaction response. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5, 81-92. https://jcsdcb.com/index.php/JCSDCB/article/view/634
Sánchez-Fernández, R., & Iniesta-Bonillo, M. A. (2006). Consumer perception of value: literature review and a new conceptual framework. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 19, 40. https://jcsdcb.com/index.php/JCSDCB/article/view/7
Schwartz, S. H. (1973). Normative explanations of helping behavior: A critique, proposal, and empirical test. Journal of Experimental Social Psychology, 9(4), 349-364. https://doi.org/10.1016/0022-1031(73)90071-1
Schwartz, S. H. (1977). Normative influences on altruism. In Advances in Experimental Social Psychology, 10, 221-279. Academic Press. https://doi.org/10.1016/S0065-2601(08)60358-5
Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. In Advances in Experimental Social Psychology. 25, 1-65. Academic Press. https://doi.org/10.1016/S0065-2601(08)60281-6
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. https://doi.org/10.1016/0148-2963(91)90050-8
Song, J. Y., & Kim, N. J. (2017). A study on the relationship between platform characteristics, usage intention, and network externality of the shared economy tourism business applying the expanded technology acceptance model: For sharing food experience. The Tourism Sciences Society of Korea. 82, 142-146.
Stewart, K. (1998). An exploration of customer exit in retail banking. International Journal of Bank Marketing. https://doi.org/10.1108/02652329810197735
Sun, Z. Q., & Yoon, S. J. (2020). A study on the use intention of sharing economy services based on consumption value. Journal of Product Research, 38(2), 107-115. http://dx.doi.org/10.36345/kacst.2020.38.2.013
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
Wallenstein, J., & Shelat, U. (2017). Hopping Aboard the Sharing Economy. Boston Consulting Group, 22.
Ward, M. R., & Lee, M. J. (2000). Internet shopping, consumer search and product branding. Journal of Product and Brand Management. 9(1), 6-20. https://doi.org/10.1108/10610420010316302
Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. http://dx.doi.org/10.1177/0092070397253006.
Each volume is copyrighted by Consumer Satisfaction, Dissatisfaction and Complaining Behavior. We encourage authors to submit published articles to research aggregators such as researchgate.net or academia.edu. You may use the PDF files from the published journal for submission to these aggregators.