Why People Share in Sharing Economy: Examining Social Exchange, Planned Behavior, and Social Capital Theories

• Main Authors: KUO,SHU-YU, 郭書瑜
• Other Authors: HUANG,SHIU-LI
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/99891926050550104091

碩士 === 國立臺北大學 === 企業管理學系 === 104 === Sharing economy is an emerging trend that takes advantage of underused assets and generates enormous amount of economic value. However, there is a lack of empirical studies on sharing economy. Little research has been done to understand the factors driving people to participate in sharing economy and increasing their intention to share assets. This study defines sharing economy as an economic system in which underutilized assets or services are shared between private individuals, either for a fee or for any kind of reciprocity typically by means of the Internet. In addition, providers can participate in the economic system with flexibility, that is, they can decide when and where to share. This study proposes a conceptual model to explain why individuals want to share their assets with others. The model is developed based on social exchange theory, the theory of planned behavior and social capital theory. These theories are often used to explain sharing behavior in the setting of knowledge sharing. This study re-examines the explanatory power of these theories in the setting of asset sharing. An Internet survey is conducted to collect data and test the proposed model. The result of the study indicates economic benefits, convenience, uniqueness, enjoy helping and environmental consciousness are antecedents of personal attitude. Attitude and perceived behavior control will have impacts on people’s intention to share. However, the result also reveals that social capitals have no influence on intention to share asset in the setting of sharing economy. The research findings contribute to the knowledge base of sharing economy and help sharing economy platforms facilitate the users to share.