SHARING IS CARING, AND MILLENNIALS DO CARE: COLLABORATIVE CONSUMPTION THROUGH THE EYES OF INTERNET GENERATION

Abstract

The purpose of this research is to investigate the effects of perceived value dimensions (i.e., economic value, hedonic value, symbolic value, and social value) on behavioral intent to engage in collaborative consumption from the perspective of Generation Y.  Furthermore, this research aims to investigate the mediating effect of young consumers’ attitude toward collaborative consumption on the relationship between perceived value dimensions and behavioral intent to engage in collaborative consumption. Research findings suggest that specific dimensions of perceived value (economic, hedonic, symbolic, and social) have differing direct effects on young consumers’ behavioral intention to engage in collaborative consumption services. Regarding the mediating role of consumers’ attitude toward collaborative consumption, it was found that the mediating effect takes place only in the symbolic value-behavioral response link. Given the paucity of research focusing specifically on collaborative consumption from the perspective of Generation Y, this study provides new and useful insights for researchers and managers.

Keywords: Sharing economy, Collaborative consumption (CC), Perceived value, Generation Y (Millennials)

JEL Classification: M00