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An Investigation of Collaborative Consumption Engagement and the Interaction With Self-Identity

An Investigation of Collaborative Consumption Engagement and the Interaction With Self-Identity
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Author(s): Youngkeun Choi (Sangmyung University, South Korea)
Copyright: 2021
Pages: 13
Source title: Collaborative Convergence and Virtual Teamwork for Organizational Transformation
Source Author(s)/Editor(s): Jingyuan Zhao (University of Toronto, Toronto, Canada)
DOI: 10.4018/978-1-7998-4891-2.ch007

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Abstract

The purpose of this study was to investigate the relationships between motivation factors and collaborative consumption engagement and explore the moderating effect of self-identity on that relationship. For this, the present study collected data from 228 college students in South Korean through a survey method. In the results, first, the more sustainability or economic benefits participants perceive in collaborative consumption platforms, the more they are engaged in collaborative consumption. Second, a positive relationship between perceived sustainability and collaborative consumption engagement is stronger for participants in collaborative consumption platforms high rather than low in interdependent self-view. However, interdependent self-view was found to have no significance in the relationship between perceived economic benefits and collaborative consumption engagement.

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