Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 72, Issue -, Pages 109-117Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2018.01.008
Keywords
The sharing economy; Sharing services; Norm activation model; Theory of planned behavior; Intentions
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The study adopts the concept of the sharing economy to investigate sharing services in the service industries by examining an integrative framework made up of the Norm Activation Model (NAM) and the Theory of Planned Behavior (TPB), along with awareness of the sharing economy, for evaluating intentions to use sharing services. Results from a survey of 344 respondents were analyzed using structural equation modeling. The study's findings reveal that, with the exception of the direct effect of awareness of the sharing economy on the intention to use sharing services, the underlying dimensions have a significant effect on consumers' intention to use sharing services. Implications for future research and marketing strategies for sharing services are discussed.
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