Effects of Consumption Mode Preference in Sharing Economy on Community Identification and Customer Loyalty towards Commercial Sharing System

Abstract

Abstract:

One of the core characteristics of sharing economy is the consumption mode which doesn't involve transfer of ownership. From consumer's perspective, this type of consumption mode features in its non-ownership. Consumer-object relationship, consumer-consumer relationship can be different from traditional consumption mode in this non-ownership-transfer mode. The current research discusses the specific features of consumer psychological perception and behaviors. Specifically, this research focuses on the influence of preference for non-ownership on community identification and consumer loyalty towards commercial sharing system. This study collects consumer data from Beijing, Shanghai, Guangzhou and Shenzhen. Mediation and moderated mediation analyses are employed to perform data analysis. Results reveal positive effects of preference for non-ownership on community identification and loyalty. Besides, product category and prior experience moderate the mediation effects. These results indicate that consumer-consumer relationship is affected by the specific type of non-ownership consumption mode. Moreover, systematic differences exist in different types of commercial sharing systems. This study also discusses the theoretical and practical implications of these results.

Key words: commercial sharing system, non-ownership consumption mode, community identification, customer loyalty, sharing economy

Lyu Pengyue, Zhao Hong, Wang Zongshui, Liu Wei. Effects of Consumption Mode Preference in Sharing Economy on Community Identification and Customer Loyalty towards Commercial Sharing System[J]. , 2019, 31(8): 132-145.

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