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The sha ing economy and he an eceden s o
esou ce sha ing in en ions: E idence om a
de eloping coun y
Ma k Ra illa, Sandeep Kuma Dey & Milosla a Cho anco á |
To ci e his a icle: Ma k Ra illa, Sandeep Kuma Dey & Milosla a Cho anco á | (2021) The
sha ing economy and he an eceden s o esou ce sha ing in en ions: E idence om a de eloping
coun y, Cogen Business & Managemen , 8:1, 1997245, DOI: 10.1080/23311975.2021.1997245
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The sha ing economy and he an eceden s o
esou ce sha ing in en ions: E idence om a
de eloping coun y
Ma k Ra illa
1
, Sandeep Kuma Dey
1
and Milosla a Cho anco á
1
Abs ac : As he sha ing economy con inues o di use in he global sphe e, his
pape seeks o unde s and he ele an beha io al an eceden s o indi iduals o
supply esou ces in echnology-enabled pla o ms, especially in en i onmen s
whe e esou ce sca ci y subsis s and he cul u al landscape a ies. Explici ly, we
examine he impac o a se o belie ac o s and he indi idual-le el collec i is ic
o ien a ion on he co e cons uc s o he Theo y o Planned Beha io . A web-based
su ey was ca ied ou in he Philippines, and a o al o 365 alid esponses we e
analyzed using pa ial leas squa es s uc u al equa ion modeling. Resul s show
ha a i ude and pe cei ed beha io al con ol s ongly d i e he consume s’ in en-
ion o sha e esou ces in he sha ing economy. A i ude is ma kedly p eceded by
al uis ic and social ene s adi ionally a ached o sha ing p ac ices, while pe -
cei ed beha io al con ol is endo sed by pe cei ed us and ease o use. Also, his
wo k ecognizes he a ibu ions o cul u e o beha io as e idenced by he signi i-
can posi i e e ec o collec i ism owa ds he subjec i e no m. Howe e , he
Ma k Ra illa
ABOUT THE AUTHORS
Ing. Ma k Ra illa is a Ph.D. candida e in he
Depa men o Managemen and Ma ke ing a
he Tomas Ba a Uni e si y in Zlin, Czech Republic.
His esea ch in e es spans sha ing economy
pa icipa ion, e-comme ce, and c oss-cul u al
consume beha io . His cu en esea ch in ends
o con ibu e o he sha ing economy’s ongoing
discou se and le e age i s ad an ages in he
de eloping wo ld.
Sandeep Kuma Dey is a Ph.D. candida e in he
Depa men o Business Adminis a ion a he
Tomas Ba a Uni e si y in Zlin, Czech Republic. His
esea ch in e es cen e s a ound sus ainable
consump ion in he ou ism and hospi ali y
indus y.
doc. Ing. Milosla a Cho anco á, CSc. is an
associa e p o esso a he Depa men o
Ma ke ing, Tomas Ba a Uni e si y in Zlin, Czech
Republic. She also chai s he academic sena e o
he Facul y o Economics and Adminis a ion in
he same uni e si y. He esea ch ocus co e s
he ields o c oss-cul u al consume beha io ,
b and managemen , and en ep eneu ship. She
has an excellen ack eco d in publishing se -
e al esea ch ou pu s in epu able jou nals.
PUBLIC INTEREST STATEMENT
The apid ad ances in echnology and he social
ansi ion owa ds access-based consump ion
ga e bi h o he phenomenon known as he
“sha ing economy.” I emb aces he idea o
supplying and accessing idle esou ces among
people h ough digi al pla o ms. A apid ise in
demand o sha ed se ices has become e iden
in de eloping coun ies like he Philippines. Ye ,
c ucial o sus aining he phenomenon, in he
long un, equi es in o ma ion on he ac o s
d i ing peoples’ endency o supply idle
esou ces in he sha ing pla o ms. This s udy
e ealed ha he belie o help o he s in need,
o e all us belie s, and he pe cei ed social
ewa ds and pleasu e om sha ing p ecede he
indi idual’s posi i e a i ude and esou ce sha -
ing in en ions in he digi al pla o ms. Hence,
p omo ing he al uis ic, social, and hedonic
nuances and es ablishing he in eg i y o ans-
ac ions could be a plausible s a egy o exis ing
and p ospec i e pla o m p o ide s o en ice
mo e supplie s in o he pla o m.
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
h ps://doi.o g/10.1080/23311975.2021.1997245
Page 1 o 25
Recei ed: 23 May 2021
Accep ed: 12 July 2021
Co esponding au ho : Ma k Ra illa,
Facul y o Managemen and
Economics, Tomas Ba a Uni e si y in
Zlin, Czech Republic
E-mail: [email p o ec ed]
Re iewing edi o :
Ca los Gomez Co ona, Consume
Resea ch, Fi menich SA, MEXICO
Addi ional in o ma ion is a ailable a
he end o he a icle
© 2021 The Au ho (s). This open access a icle is dis ibu ed unde a C ea i e Commons
A ibu ion (CC-BY) 4.0 license.
po ency o subjec i e no ms on beha io al in en ion is a gued. The s udy indings
o e ele an insigh s o exis ing and p ospec i e sha ing economy pla o m p o-
ide s in os e ing pee -p o ide pa icipa ion in he less de eloped wo ld.
Subjec s: Asian Business; Consume Beha iou ; In e ne / Digi al Ma ke ing / e-Ma ke ing;
Keywo ds: Collabo a i e consump ion; Collec i ism; Pee -p o ide ; Pee - o-pee sha ing;
Sha ing economy; Theo y o planned beha io
1. In oduc ion
The conce ed ise in indi idual incomes and hype -consump ion ha e p oduced olumes o
was es ha much ha e ended up dumped in land ills and causing subs an ial impac s o he
en i onmen . Ne e heless, he g owing p ecedence owa ds sha ing o e he owne ship o
esou ces is deemed o coun e he issue and may educe he apid deple ion o sca ce na u al
esou ces. This ype o consump ion backs he p emise o he sha ing economy, which e e s o
a socio-economic sys em ha ea u es access-based consump ion in echnology-d i en pla o ms
(Ge we & Sil a, 2020). I ancho s on he idea o a commodi y exchange o gi gi ing (Belk, 2007). I
is also p esumed o con a ene he adi ional consume is iew on he owne ship and accumula-
ion o esou ces as i unde sco es he e icien u iliza ion o idle capaci ies (Belk, 2010; Bo sman &
Roge s, 2011; F enken & Scho , 2017). Acco ding o Möhlmann (2015), he e m “sha ing economy”
is analogous o collabo a i e consump ion. O he simila labels include “collabo a i e consump-
ion”, “accessed-based consump ion”, “ he mesh” and “connec ed consump ion” (Codagnone &
Ma ens, 2016). Meanwhile, Eckha d e al. (2019) syn hesize a de ini ion sugges ing ha i is
“a scalable socio-economic sys em ha employs echnology-enabled pla o m o p o ide use s he
empo a y access o angible and in angible esou ces ha may be c owdsou ced” (p. 3). In a ypical
sha ing economy con igu a ion, he pla o m p o ide se -ups a sys em depic ing a wo-sided
ma ke place ha acili a es he exchange p ocesses be ween he esou ce p o ide (pee -
p o ide ) and use s (Hawli schek e al., 2018).
Since he ecogni ion o he phenomenon, esea ch in es iga ions ha e g own. F om exis ing
li e a u e, sha ing economy pa icipa ion has been dominan ly a ibu ed o i s economic bene i s
(Belk, 2007; Böcke & Meelen, 2017; Lang, 2018; So e al., 2018; T an & Filimonau, 2020), hedonic
bene i s (Albinsson e al., 2019; Becke -Lei hold, 2018; Hwang & G i i hs, 2017; So e al., 2018),
social incen i es (Ba nes & Ma sson, 2016; Hawli schek e al., 2018; Lee & Chow, 2020; Roos &
Hahn, 2017), us (Boa eng e al., 2019; Hallem e al., 2019; Hawli schek e al., 2018; Lau en i &
Acuña, 2020; Tussyadiah & Pesonen, 2016) and en i onmen al sus ainabili y (Hallem e al., 2019;
Hama i e al., 2016; Lau en i & Acuña, 2020; Lee & Chow, 2020; Roos & Hahn, 2017). Ne e heless,
some empi ical s udies s ill con adic he p eceding a gumen s. Gazzola e al. (2019) asse ha
consume s’ beha io al pa e ns a e dis inc and con ex -dependen . Tha is, he deg ee o in lu-
ence on he iden i ied ac o s may a y ac oss he popula ion. O he ela ed s udies sha ed simila
conce ns and no ed cau ion on he gene alizabili y o hei indings (Boa eng e al., 2019; Kim,
2019; Mi endo , 2018; Yan e al., 2019; Zhang e al., 2019). Meanwhile, p io empi ical wo ks ha e
mainly concen a ed on he demand side o sha ed mobili y and accommoda ion modali ies in he
u ban a eas o ad anced economies (Bakke & Twining-Wa d, 2018; Hawli schek e al., 2018; Mon
e al., 2020). Kuah and Wang (2020) speci y ha he ex an in es iga ions on consume s’ in ol e-
men in ci cula economy p ac ices encompassing collabo a i e consump ion ocused on Wes e n
con ex s despi e i s p omising de elopmen s in Asia. Re amal (2019) a gued ha beha io al
pa e ns in sha ing economy a y in di e en socio-economic con ex s. Hence, i is impe a i e o
cap u e a di e en iewpoin in en i onmen s whe e esou ce sca ci y subsis s. P esumably, he
sha ing economy b ings he oppo uni y o ease he access o p e iously inaccessible esou ces.
Pi e al. (2010) likewise claim ha people in lowe socio-economic class mani es mo e ema k-
able p osocial beha io as hey hold g ea e alues o compassion and egali a ianism. Hence, hey
may demons a e a highe p opensi y o pa icipa e in he sha ing economy as esou ce p o ide s.
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
h ps://doi.o g/10.1080/23311975.2021.1997245
Page 2 o 25
Meanwhile, Belk (2007) ei e a es ha he ac o sha ing is shaped by cul u e. In suppo ,
Akhmedo a e al. (2020) ad oca e ha he di e ence in sha ing economy p ac ices is a ibu able
o cul u al di e si y. P e ious s udies s ongly ecommend o conside cul u al in luences on
sha ing economy beha io o s eng hen and alida e ex an indings (Aga wal & S einme z,
2019; Bela mino e al., 2019).
The e o e, his wo k ancho s on he heo y o planned beha io o explain he ele an pe cep-
ions and belie ac o s d i ing he a i ude o beha io , subjec i e no m, pe cei ed beha io al
con ol, and he in en ion o o e esou ces in sha ing o collabo a i e pla o ms om he
pe spec i e o a de eloping coun y— he Philippines. Usage o he heo y is ex ensi e in li e a u e;
howe e , i s dynamics may a y in di e en socio-economic and cul u al en i onmen s. Hence, he
s udy adds knowledge on he pa icula i ies behind he unde lying causes o beha io among
po en ial pee -p o ide s wi h dis inc socio-economic backg ounds and cul u al o ien a ions. In
addi ion, as p io wo ks la gely neglec ed he cul u al a ibu ion o consume beha io , he s udy
pa ses he in e ac ion o Collec i ism on he elemen al cons uc s o he TPB, namely he a i ude
and subjec i e no m. Speci ically, i a emp s o ope a ionalize he cons uc using he CVSCALE
p oposed by Yoo e al. (2011), a cul u ally in a ian measu emen ool ha measu es Ho s ede’s
cul u al dimensions a he indi idual le el. Ad ancing he unde s anding o he beha io al
mechanisms behind he supply in en ions in sha ing o collabo a i e pla o ms is c ucial o i s
sus ainabili y in he long un. Likewise, i is essen ial o iden i y pa hways o exploi he concep s’
p omises in less ad anced economies such as in 1) he ease o access o esou ces (Benoi e al.,
2017), 2) p omo e sus ainable consump ion, 3) economic de elopmen , 4) en ep eneu ship and
egula ion and 5) business o maliza ion (Re amal & Dominish, 2017).
Condensing he poin s ci ed abo e, ex an s udies conce ning he sha ing economy p ima ily
ep esen he esou ce “use s” pe spec i e in ad anced economies wi h highly indi idualis ic
cul u al o ien a ions. Hence, in con as wi h p io wo ks, he cu en s udy a emp s o na ow
he knowledge gap conce ning pee p o ide s’ ( esou ce supplie ) pa icipa ion in he sha ing
economy, speci ically in de eloping coun ies whe e socio-economic and cul u al backg ounds
a y. The s udy pa ses he in luence o di e en pe cep ions, belie ac o s, and indi idual collec i-
is ic o ien a ion on nomological cons uc s o he Theo y o Planned Beha io (TPB). Fu he mo e,
he s udy pu po s ha he subsis ing con ex ual ac o s in he less de eloped economies may
d i e a di e en consume beha io al pa e ns. Wi h his, he s udy ad ances he knowledge on
he alidi y o TPB in explaining consume beha io in he sha ing economy in a de eloping coun y
con ex .
The emaining pa o he pape con ains he ollowing: a e iew o he ac o s in luencing
sha ing economy pa icipa ion, concep ual model, esea ch hypo heses, me hodology, and esul s.
Then, i concludes by a icula ing he indings, heo e ical and manage ial implica ions, limi a ions,
and u u e esea ch di ec ions.
2. Theo e ical backg ound and hypo heses
2.1. Con ex ualizing pa icipa ion in sha ing/collabo a i e pla o ms in he Philippines
Acco ding o a Nielsen su ey (Nielsen, 2014), he Philippines is one o he coun ies in he Asia-
Paci ic wi h he mos willing pa icipan s in he sha ing economy. I ails China, Indonesia, and
Slo enia wi h he op po en ial use s o p oduc s and se ices in sha ing economy. While i is
e iden ha he e is a high demand o sha ing economy se ices, he sca ci y o knowledge
emains as o he speci ici y o consume s’ engagemen and he o ces enabling hei sha ing
economy pa icipa ion as esou ce p o ide s. This s udy also ollows he p esump ion ha he
ea ly collabo a i e consump ion p ac ices mani es ed in he o m o “ba e ” in he ea lies s ages
o he coun y’s de elopmen (Tiquia, 2021) may be a ca alys o sha ing esou ces using echnol-
ogy-enabled pla o ms. Meanwhile, he coun y is a highly collec i is ic socie y (Ho s ede, 2020). I
ea u es “a igh social amewo k in which people expec hei in-g oup ( ela i es, clan,
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
h ps://doi.o g/10.1080/23311975.2021.1997245
Page 3 o 25
o ganiza ions) o look a e hem, and in exchange o ha , hey eel hey owe absolu e loyal y o
i ” (Ho s ede, 1980, p. 45). S een e al. (2018) claim ha g oup goals and socie al p essu es in
a collec i is socie y in luence indi idual decisions. I could as well in luence Filipino consume s’
decisions o engage as pee -p o ide s in sha ing o collabo a i e pla o ms.
Mo e oppo uni ies anspi e as in e ne pene a ion a es con inue o inc ease and conse-
quen ly boos in e ne -based se ices in he coun y. P ojec ion e eals ha he digi al ma ke in
Sou heas Asia is up-and-coming ac oss geog aphic egions (Gilch is , 2016). Da a shows ha he
in e ne economy in he Philippines is alued a 7.5 billion U.S. dolla s as o 2020, wi h app oxi-
ma ely 73 million in e ne use s (Sanchez, 2020). Despi e he p omising p ospec s, he ongoing
co ona i us disease 2019 (SARS-CoV-2) has plunged he g ow h o some sha ing economy sec o s.
Coun ies ha e en o ced disease con ainmen measu es ha se e ely a ec ed peoples’ mobili y.
The a el and ou ism indus y, conjoin ly wi h he sha ing economy’s anspo a ion and accom-
moda ion sec o s, has expe ienced a collapse. Rachel Bo sman, a pionee ing ad oca e o colla-
bo a i e consump ion, asse s ha he heal h c isis will enable sha ing economy sec o s o e-align
back o hei oo s, ocusing mo e on i s social, ugal, and sus ainable a ibu es (The Economis ,
2020). In addi ion, Dolnica and Za e (2020) belie es ha he demand in he accommoda ion
sha ing sec o will eco e ; howe e , o -p o i sha ing se ices would likely paci y. The au ho s
expec a e-eme gence o he o iginal e hos o accommoda ion sha ing ha cen e s on he social
aspec and he ue p inciples o sha ing. Las ly, he global pandemic may ins ill long-las ing
changes in consume beha io , including he p ocli i ies owa ds dis up i e echnologies o inno-
a ions. Hence, as consume s compel o adop digi al echnologies and inc ease online p esence
(The Wo ld Bank, 2020), his may ha e signi ican implica ions in he sha ing economy o colla-
bo a i e p ac ices in gene al.
2.2. The heo y o planned beha io and belie ac o s
Ajzen’s (1991) Theo y o Planned Beha io (TPB) expands om i s ea ly wo k on he Theo y o
Reasoned Ac ion. P io wo ks popula ly use he heo y o explain consume beha io . The heo y
pos ula es ha beha io al in en ion o he indi idual’s de e mina ion o pe o m he beha io in
ques ion is d i en by a i udes, subjec i e no ms, and pe cei ed beha io al con ol. A i ude e e s
o he posi i e o nega i e e alua ion o beha io in ques ion. A he same ime, subjec i e no m
ela es o a pe son’s belie o e o he people’s app o al o disapp o al o he beha io in ques ion.
In con as , he pe cei ed beha io al con ol e e s o he pe cei ed ease o di icul y o pe o ming
he beha io in ques ion. In a nu shell, an indi idual elici s a beha io al in en when he o she
deems he ac ion o p oduce a o able consequences (a i ude). Alongside, p essu es om social
g oups o pee s (subjec i e no ms) and he pe cei ed ease o di icul y o pe o ming he beha io
(pe cei ed beha io al con ol) exe signi ican in luences. As indi iduals place a ibu es o objec s,
o ms he salien belie s (i.e., beha io al, no ma i e, and con ol) ha p ecede he undamen al
elemen s o beha io al in en ion (Ajzen & Fishbein, 2000). I also anspi es om a pe son’s pas
lea nings, expe iences, o secondhand in o ma ion ob ained om he subsis ing en i onmen .
Iden i ying and unde s anding he unde lying belie ac o s is c i ical o subs an ia e he e ec i e-
ness o he i al de e minan s o beha io o p edic beha io al in en ion and acco dingly o ac ual
beha io . Besides, he au ho s emphasize he lexibili y o he heo y ega ding i s applicabili y in
di e se beha io al con ex s. I also plian as he addi ion o new explana o y a iables a e
pe mi ed ha may seem o enhance he a iance in explaining beha io . Following he main
elabo a ions o TPB, he s udy hypo hesizes:
H
1
: A i ude posi i ely in luences he in en ion o sha e esou ces in he sha ing economy pla o ms
H
2
: Pe cei ed beha io al con ol posi i ely in luences he in en ion o sha e esou ces in he sha ing
economy pla o ms
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
h ps://doi.o g/10.1080/23311975.2021.1997245
Page 4 o 25

H
3
: Subjec i e no m posi i ely in luences he in en ion o sha e esou ces in he sha ing economy
pla o ms
Bo sman and Roge s (2011) highligh s he economic, social, and en i onmen al implica ions
o he phenomenon as p edominan d i e s o use s’ pa icipa ion. The au ho s also no ed ha he
us sha ed amongs people se es as a new cu ency d i ing he de elopmen o he sha ing
economy ac oss he globe. O he s udies ha e o e ed a meaning ul ple ho a o indings; howe e ,
he spo ligh poin s o he use s o he demand-side o sha ing economy se ices (Ka lsson &
Dolnica , 2016; Wilhelms e al., 2017; Wi z e al., 2019). Concu en ly, he de e minan s o
beha io a e s ill con as ing. Fo sha ing economy models o unc ion app op ia ely, he e is
a need o emphasize pee -p o ide s and e en ually consolida e knowledge o cap u e
a comple e pic u e o bo h pe spec i es and design e ec i e s a egy p esc ip ions acco dingly.
E idence sugges s he ole o economic incen i es in he in ol emen o pee -p o ide s ha he
sha ing economy o e s (Böcke & Meelen, 2017; Ka lsson & Dolnica , 2016; Tussyadiah, 2016).
Pee -p o ide s can mone ize he unde u ilized capaci ies o hei esou ces h ough sha ing ia
online pla o ms, hence, allowing g ea e p oduc i i y o supposedly idling esou ces (Valen e
e al., 2019). Huang and Kuo (2020) associa e he e m “mic o-en ep eneu s” wi h pee -
p o ide s as hey gene a e mone a y bene i s om hei asse s o skills. Popula sha ing economy
pla o ms such as Ube and Ai bnb ha e o e ed hese income oppo uni ies, en icing people o
sha e hei anspo ehicles and li ing spaces e en wi h s ange s. Despi e some i m e idence on
he domina ing in luence o economic bene i s on he esou ce p o ide s’ model, some s udies s ill
oppose hese esul s (Alzamo a-Ruiz e al., 2020; U bona icius & Seze , 2019). Wi h his, pe cei ed
economic bene i s o o he expec a ion o mone a y ewa ds o m sha ing ou esou ces may
encou age pee p o ide pa icipa ion. Hence, he s udy posi s ha :
H
1a
: Pe cei ed economic bene i s posi i ely in luence he a i ude owa ds esou ce p o ision in he
sha ing economy pla o ms
S udies also unde sco e he in luence o social mo i es o sha ing economy pa icipa ion,
pa icula ly in he accommoda ion-sha ing sec o . The possibili y o mee and communica e wi h
new and cul u ally di e se indi iduals and he bene i s a ising om social in e ac ion a e d i ing
he mo emen (Bo sman & Roge s, 2011; Ka lsson & Dolnica , 2016). Kim e al. (2018) main ain
ha he p ospec o es ablishing social ela ionships wi h o he people is a gain ul expe ience o
accommoda ion p o ide s. They in e ha pe cei ed social bene i s shape pee p o ide s’ a i ude
and in en ion o use pee - o-pee accommoda ion pla o ms. Böcke and Meelen (2017) co obo-
a es he ex an indings ye , emphasize he impac o social bene i s no jus o sha ing accom-
moda ion asse s bu including o he esou ces. Meanwhile, sha ing economy pa icipa ion deems
o elici un and enjoymen among pee -p o ide s. Becoming a pee -p o ide and i s ad an ages
induces he eeling o pleasu e and sa is ac ion (Wilhelms e al., 2017). These eelings a e
desc ibed as hedonic mo i es and o ms one’s posi i e a i ude (Huang & Kuo, 2020) and beha-
io al in en ion (Kim e al., 2018). Alzamo a-Ruiz e al. (2020) e eal he same claims and a gues
he dominan in luence o pe cei ed economic ad an ages. Hence, he s udy pos ula es ha :
H
1b
: Pe cei ed social incen i es posi i ely in luence he a i ude owa ds esou ce p o ision in he
sha ing economy pla o ms
H
1c
: Pe cei ed hedonic incen i es posi i ely in luence an indi idual’s a i ude owa ds esou ce
p o ision in he sha ing economy pla o ms
The pe sis en conce n owa ds he en i onmen appea s o uel collabo a i e o ms o
consump ion in he con empo a y e a. Bo sman and Roge s (2010) s ipula e ha i helps o
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
h ps://doi.o g/10.1080/23311975.2021.1997245
Page 5 o 25
alle ia e was e- ela ed issues de i ed om hype -consump ion. Sha ing esou ces among pee s
ex ends he p oduc li e cycle, mi iga ing he apid deple ion o sca ce na u al esou ces.
Technological ad ances magni y his as i educes ansac ional cos and in uses hedonic elemen s
owa ds sha ing p ac ices. One’s pe cei ed en i onmen al bene i s o he belie s on he p o-
en i onmen al implica ions associa ed wi h sha ing o collabo a i e p ac ices is ecognized by
p io s udies as a signi ican d i e in s i ing he pa icipa ion owa ds he sha ing economy as
pee -p o ide s (Bello i e al., 2015; Böcke & Meelen, 2017; Sung e al., 2018). Speci ically, Hama i
e al. (2016) and Huang and Kuo (2020) claim ha belie s o m one’s posi i e a i ude owa ds
sha ing asse s. Ne e heless, Wilhelms e al. (2017) a gue en i onmen al sus ainabili y pe cep ion
is me ely a consequence emana ing om sha ing economy pa icipa ion and no a di ec beha-
io al mo i e. Gi en hese, his esea ch hypo hesizes ha :
H
1d
: Pe cei ed en i onmen al bene i s posi i ely in luence an indi idual’s a i ude owa ds esou ce
p o ision in he sha ing economy pla o ms
Al uis ic belie s may se o sha ing in he pla o m economy as i exempli ies a kind o
p osocial beha io . Al uism is he ac o being passiona e and help ul in p omo ing hei wel a e o
o he s (Hsu & Lin, 2008). P esumably, indi iduals who exhibi al uis ic belie s would likely suppo
he idea o sha ing. O e ing esou ces on online pla o ms is an ac o help o he s who a e in need.
A ew ini ia i es examine he in luence o peoples’ al uis ic alues in enabling pee - o-pee
sha ing. Roos and Hahn (2019) and Zhang e al. (2019) endo se he posi i e impac o al uis ic
o ien a ion o highe pa icipa ion in collabo a i e consump ion. These a gue he ea lie indings
o Becke -Lei hold (2018) as i in e s he insigni icance o al uis ic o ien a ion in he sha ing o
clo hing. Pi e al. (2010) also conno e ha less a luen indi iduals sha e mo e as hey hold
g ea e alues o compassion and egali a ianism. Hence, sha ing esou ces ia online pla o ms
may be d i en by compassion and he eeling o al uism in a less de eloped coun y like he
Philippines. Also, he cu en wo k pos ula es ha al uism poses mo e in luence among Filipinos
o sha e esou ces in he pla o m economy due o he ea ly childhood upb inging, which ma kedly
inculca es p osocial beha io (Gülse en e al., 2020; Kagi cibasi, 2005; Whi ing e al., 1975). Thus,
he s udy p oposes he no ion ha :
H
1e
: Al uis ic belie s posi i ely in luence an indi idual’s a i ude owa ds esou ce p o ision in he
sha ing economy pla o ms
Pe cei ed us is he ex en o which an indi idual eels secu e and con iden o ansac wi h
ano he pa y o an en i y (McKnigh & Che any No man, 2001). Bo sman and Roge s (2010)
indica e ha us is a undamen al elemen in collabo a i e consump ion models. The au ho s
obse ed ha us in ins i u ions is de e io a ing, ye a new o m is eme ging, sha ed among
people e en beyond close ela ions. I is h ough he pla o m’s us -building mechanisms and
epu a ion sys ems ha acili a e his new cu ency o us . Consume beha io s udies ha e
ecognized he ole o us o he demande s o collabo a i e pla o ms (Hawli schek e al., 2016;
Mi endo , 2018; S. Nguyen e al., 2020). Likewise, in he case o pee -p o ide s o accommoda ion
asse s, us di ec ly shapes he indi idual’s beha io al in en ion (Sung e al., 2018). Ne e heless,
his inding does no ag ee wi h o he esea ch wo ks (Huang & Kuo, 2020; Sch eine e al., 2018;
U bona icius & Seze , 2019). Hence, he s udy p oposes ha :
H
1
: Pe cei ed us posi i ely in luence an indi idual’s a i ude owa ds esou ce p o ision in he
sha ing economy pla o ms
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
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The sha ing economy eme ges as a phenomenon in ligh o echnological ad ances. I is
a dis up i e inno a ion ha enables sha ing ansac ions be ween s ange s h ough web-based o
app-based echnologies and he in e ne . None heless, exploi ing his inno a i e echnology
depends on he deg ee o accep ance among use s. Pe cei ed ease o use (PEOU) holds
a p edominan ole in he consume echnology accep ance model (Pa lou & Fygenson, 2006;
V. Venka esh, 2000). Da is (1989) de ined PEOU as “ he deg ee o which a pe son belie es ha
using a pa icula sys em would be ee o e o ” (p. 320). I epi omizes con ol belie ac o s
shaping one’s pe cei ed beha io al con ol (Ajzen, 1991; Chen e al., 2021). In addi ion, Pa lou and
Fygenson (2006) asse ed ha pe cei ed beha io al con ol is in luenced by us belie . They
pos ula e ha a highe pe cei ed us ob ia es he su ounding social unce ain ies ha diminish
one’s con ol o a pa icula beha io . Hence, his s udy hypo hesizes ha :
H
2a
: Pe cei ed ease o use posi i ely in luence an indi idual’s pe cei ed beha io al con ol owa ds
esou ce p o ision in he sha ing economy pla o ms
H
2b:
Pe cei ed us posi i ely in luence an indi idual’s pe cei ed beha io al con ol owa ds esou ce
p o ision in he sha ing economy pla o ms
2.3. Cul u e and consume beha io : he ole o collec i ism
Belk (2007) asse s ha he ac o “sha ing is a cul u ally lea ned beha io ” (p. 130). I gauges he
nuance o gene osi y, ai ness, and he al uis ic na u e o sha ing. As sha ing economy eme ges
as a phenomenon g ounded om he adi ional sha ing p ac ices, he s udy a gues ha cul u e
unde sco es he in ol emen in sha ing economy p ac ices. P io empi ical wo ks examined he
in luence o cul u e on consume beha io in gene al, ye a pauci y o e idence suppo ing he
claim in he sha ing economy con ex emains. Besides, he p e ious empi ical in es iga ion
sugges ed ca ying ou u u e esea ch wo ks ha accoun o he ole o cul u e on one’s beha io
in he sha ing economy (Bela mino & Koh, 2020; Paund a e al., 2020; Roos & Hahn, 2019;
Sch eine e al., 2018; Yang e al., 2019).
S udies ope a ionalizing cul u al o ien a ions o en use Ho s ede’s cul u al amewo k (Soa es
e al., 2007). Gee Ho s ede es ablished i e (5) cul u al dimensions: indi idualism, powe dis ance,
unce ain y a oidance, masculini y, and long- e m o ien a ion. The dimensions a e assigned wi h
indexes and a e used o accoun o cul u al di e ences be ween na ions. In se e al s udies
employing he amewo k, he coun y se es as a p oxy o cul u al compa ison. Hence, i
p esumes ha ci izens in a pa icula coun y sha e simila cul u al cha ac e is ics. S udies in es-
iga ing cul u al a ibu ions owa ds beha io ha e commonly in ol ed wo o mo e cul u ally
dis an na ionali ies, howe e , asse ed o measu e cul u al alues a he indi idual le el.
Rei e a ing some p e ious wo ks, I an e al. (2019) examined he easons o pa icipa ion
in collabo a i e ashion consump ion in cul u ally di e en coun ies—I an and Ge many.
Th ough a holis ic iew o cul u e was adop ed, he indings e eal he a ious deg ees o
in luence among ac o s on collabo a i e ashion consump ion. Da idson e al. (2018) o e
suppo o he p e ious claim and explici ly poin ou he c oss-cul u al di e ences in he
deg ee o in luence o ma e ialism on one’s pa icipa ion in sha ing economy. S udies pa sing
he in luence o cul u e on consume beha io acknowledge he ole o collec i ism.
Collec i ism deno es a igh social amewo k in which people expec hei in-g oup ( ela i es,
clan, o ganiza ions) o look a e hem, and in exchange o ha , hey eel hey owe absolu e
loyal y o i ” (Ho s ede, 1980, p. 45). People in collec i is socie ies ecognize he ele ance o
in e dependence and social ela ionships. Ex an e idence sugges s ha collec i is ic socie ies
demons a e a highe p opensi y owa ds p osocial beha io o helping beha io o o he s
(Lamp idis & Papas ylianou, 2017). On his no e, as sha ing p ac ices in collabo a i e pla o ms
could be a mani es a ion o a p osocial ac , he cu en wo k p esumes ha collec i is ic
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
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Page 7 o 25
o ien a ion can d i e consume ’s a i udes, subjec i e no ms, and in en ion o pa icipa e in he
sha ing economy as esou ce p o ide s. The wo k o Gup a e al. (2019) ook a deepe look a
he cul u al asc ip ions o pee - o-pee sha ing pa icipa ion by ope a ionalizing cul u al o ien-
a ion a he indi idual le el. The indings s ess he di ec ole o collec i ism and masculinism
on he indi idual’s en ing and en ing-ou p opensi ies. Howe e , i s in e linkages wi hin he
TPB con igu a ion in he supply o esou ces in echnology-d i en sha ing pla o ms emain
sca ce. A ew in es iga ions ha e accoun ed his o in o he consume beha io con ex s. Fo
ins ance, cul u al o ien a ion in luences a i ude and subjec i e no ms in g een pu chase
beha io (T. N. Nguyen e al., 2017). Collec i ism in luences subjec i e no ms while long- e m
o ien a ion signi ican ly impac s en i onmen al a i udes. Simila ly, Higue as-Cas illo e al.
(2019) ecognize he conside able ole o collec i ism in o ming a i udes and p o-
en i onmen al beha io . Liobikienė and Be na onienė (2017) also indica e o he cul u al o ien-
a ions suchlike powe dis ance and unce ain y a oidance o exe indi ec in luence owa ds
g een pu chase beha io ia subjec i e no ms. Ne e heless, S een e al. (2018) asse ha he
inc ease in libe aliza ion, globaliza ion, and u ban de elopmen na ows cul u al di e ences in
socie ies wo ldwide. Hence, he cu en s udy hypo hesize ha :
H
1g
: Collec i ism posi i ely in luence he a i ude owa ds esou ce p o ision in he sha ing economy
pla o ms
H
3a
: Collec i ism posi i ely in luence subjec i e no ms in he con ex o esou ce p o ision in he
sha ing economy pla o m
3. Me hodology
3.1. Su ey design and da a collec ion p ocedu e
Based on he esea ch amewo k p esen ed in Figu e 1, a web-based su ey was designed be o e
da a collec ion. Mul i-i em measu es o each la en cons uc we e adap ed om he p e ious
Figu e 1. Model speci ica ion
ancho ed on he heo y o
planned beha io .
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
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con ol. Also, he p esumed posi i e in luence o Collec i ism as a cul u al d i e o beha io is only
signi ican on subjec i e no ms, suppo ing H3a (β = 0.456 T = 9.527, P < 0.01). The s udy did no
suppo H1a, H1d, and H1g due o he insigni ican impac o pe cei ed economic bene i s,
pe cei ed en i onmen al bene i s, and collec i is ic o ien a ion on a i ude and beha io al
in en ion.
5. Discussion and implica ions
The ise o he sha ing economy challenges adi ional business models as i le e ages echnolo-
gical ad ances in esponding o social changes. The shi om owne ship o access-based con-
sump ion unde pins i s s ong ac ion in he con empo a y wo ld. Ne e heless, i s in ancy u he
equi es esea ch ini ia i es o ill he subsis ing esea ch gaps. P ima ily, he pauci y o knowledge
on pee -p o ide pa icipa ion in eme ging coun ies es ablishes he g ounds o his esea ch
in es iga ion. The s udy con ibu es explici ly o heo y by p edic ing he ele an pe cep ions
and belie ac o s d i ing he a i ude o beha io , subjec i e no m, pe cei ed beha io al con ol,
and he in en ion o o e esou ces in sha ing economy pla o ms om he pe spec i e o
a de eloping coun y. Emphasis on indi idual-le el cul u al a ibu ion o sha ing economy pa i-
cipa ion is neglec ed mainly in p io wo ks. The e o e, he s udy also se es as an ini ial a emp
ha exposes he ela ionship o an indi idual’s collec i is ic o ien a ion on he elemen al con-
s uc s o he heo y o planned beha io , namely he a i ude o beha io and subjec i e no m.
Consis en wi h he ex an heo e ical claims, he indings e eal ha a i ude and pe cei ed
beha io al con ol pose a signi ican posi i e e ec on beha io al in en ion. A i ude emains he
mos c i ical pa ame e o beha io al in en ion (Ajzen, 1991; Su on, 2012). I signi ies ha he
pe o mance o he desi ed beha io la gely depends on one’s posi i e e alua ion o such beha io .
Hence, acili a ing an a i ma i e assessmen owa ds sha ing esou ces in he online pla o ms is
a powe ul way o en ice mo e pee -p o ide s. The esul also suppo s he signi ican ole o
pe cei ed beha io al con ol in dic a ing he desi ed beha io , which u he jus i ies i s inclusion in
he o iginal TPB con igu a ion. Upon he pe cep ion o adequa e knowledge, skills, o esou ces,
indi iduals g asp comple e con ol o hei beha io such ha i enhances hei con idence o
pe o m he desi ed beha io . In his s udy, inc easing he willingness o sha e esou ces in he
sha ing pla o ms can anspi e by equipping p ospec i e use s wi h he ele an esou ces o
ansac in he pla o m con iden ly.
Ne e heless, he in luence o subjec i e no ms on beha io al in en ion is ound insigni ican .
The s udy in e s ha sha ing h ough a echnology-enabled pla o m may s ill be an eccen ic
p ac ice as en isaged by people in socie y in gene al. In essence, one’s a i ma i e opinion on he
p ac ices in he sha ing economy holds less weigh o s i o he s o he same as he concep ’s
posi i e acumen in he bigge socie y emains limi ed. A second explana ion lies in he
Table 5. Collinea i y assessmen esul s
Cons uc VIF Cons uc VIF
ALT—ATT 2.996 ATT—INT 1.736
COL—ATT 1.854 PBC—INT 2.339
ECO—ATT 2.486 SN—INT 1.967
HED—ATT 2.725
SOC—ATT 3.078 PEOU—PBC 1.503
SUS—ATT 2.968 TRU—PBC 1.503
TRU—ATT 2.070
COL—SN 1.000
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indi idualis ic na u e o he beha io (Ea le e al., 2020; Ko he & Mullan, 2015) since he decision o
sha e an expensi e asse o p ope y solely depends on he owne o a la ge ex en . I may also
appea ha he high pe cei ed beha io al con ol and a i ude may seem o diminish he in luence
o subjec i e no ms owa ds beha io al in en ion. The ecen wo k o La Ba be a and Ajzen (2020)
obse ed his dis inc i e dynamic on he nomological con igu a ion o he heo y o planned
beha io . The au ho s asse ed ha he ele ance o subjec i e no m ends o diminish when
he impac o a i ude becomes mo e appa en due o a g ea e pe cei ed beha io al con ol.
A close look a he unde lying de e minan s o a i ude exposes he signi ican and posi i e
impac o pe cei ed social bene i s, pe cei ed hedonic bene i s, al uis ic belie s, and pe cei ed
us . I u he subs an ia es he ele ance o he an eceden s desc ibed abo e in shaping one’s
a i ude and in en ion o engage in he sha ing economy as a pee -p o ide . A dis inc esul poin s
o he highes impac o al uis ic belie on a i ude. I opposes he mos ag eed-upon claims on
he dominance o economic bene i as a d i e o consump ion and supply o sha ed goods and
se ices (Böcke & Meelen, 2017; Hama i e al., 2016; Tussyadiah, 2016; Wilhelms e al., 2017). I
Table 6. Summa y o inne model esul s
Di ec E ec s Pa h Coe icien - alue p- alue Hypo hesis Suppo ed
ATT→ INT 0.688 10.552 0.00 H1 (Suppo ed)
PBC → INT 0.133 2.194 0.03 H2 (Suppo ed)
SN → INT 0.067 1.270 0.20 H3 (No Suppo ed)
ECO → ATT 0.083 1.398 0.16 H1a (No Suppo ed)
SOC → ATT 0.240 3.751 0.00 H1b (Suppo ed)
HED → ATT 0.124 2.118 0.03 H1c (Suppo ed)
SUS → ATT 0.086 1.303 0.19 H1d (No Suppo ed)
ALT → ATT 0.249 3.903 0.00 H1e (Suppo ed)
TRU → ATT 0.143 2.744 0.01 H1 (Suppo ed)
COL → ATT −0.019 0.389 0.70 H1g (No Suppo ed)
PEOU → PBC 0.227 4.742 0.00 H2a (Suppo ed)
TRU → PBC 0.571 11.218 0.00 H2b (Suppo ed)
COL → SN 0.456 9.527 0.00 H3a (Suppo ed)
Speci ic Indi ec E ec s
ECO → ATT → INT 0.057 1.417 0.16
SOC → ATT → INT 0.165 3.696 0.00
HED → ATT → INT 0.085 2.125 0.03
SUS → ATT → INT 0.059 1.275 0.20
TRU → ATT → INT 0.098 2.632 0.01
ALT → ATT → INT 0.171 3.800 0.00
COL → ATT → INT −0.013 0.388 0.70
TRU → PBC → INT 0.030 2.107 0.04
PEOU → PBC → INT 0.076 2.039 0.04
COL → SN → INT 0.031 1.229 0.22
R
2
Adjus ed R
2
SN 20.80% 20.60%
PBC 52.80% 52.50%
ATT 58.00% 57.20%
INT 67.20% 67.00%
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
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upholds he p osocial na u e o he ac o sha ing as i elici s he eeling o compassion and he
willingness o help o he s who a e in need. Ku oishi and Sawada (2019) ecognized his mani es a-
ion among Filipinos du ing he ea ly eco e y s age a e na u al calami ies. Conside ing ha he
s udy ook place du ing he Co id-19 pandemic, i may seem ha sha ing esou ces would help
hose ad e sely a ec ed indi iduals.
Ano he logical explana ion poin s o he indi idual’s ea ly upb inging in a ypical Filipino house-
hold. The assump ion o esponsibili ies such as ca ing o amily membe s deems o inculca e
social sensi i i y and p omo e p osocial beha io (Gülse en e al., 2020; Kagi cibasi, 2005; Whi ing
e al., 1975). Mo eo e , he sha ing economy o e s he possibili y o engage wi h people, e en o
absolu e s ange s, while de i ing a socially and hedonically gain ul expe ience. The s udy ecog-
nizes he ole o hese de i ed expe iences in gene a ing a posi i e e alua ion owa ds he supply
o esou ces in he sha ing economy, he eby con i ming he indings o Böcke and Meelen (2017),
Huang and Kuo (2020), and Kim e al. (2018). Ano he c ucial ac o is he imp ession o us -
wo hiness su ounding he ansac ions in he sha ing economy. I subs an ia es he p io wo k o
Hawli schek e al. (2018), Kim e al. (2018), and S. Nguyen e al. (2020) asce aining he ole o us
in sha ing economy models. The pe cep ion o ample pla o m secu i y and he con idence
owa ds he p ope use o sha ed esou ces a e some aspec s o conside o encou age esou ce
p o ision. Concu en ly, ex an e idence shows ha secu i y and consume p o ec ion conce ns
pa ly unde mine digi al adop ion in he Philippines (The Wo ld Bank, 2020). Chiu e al. (2017)
asse ed ha mobile banking se ices in he coun y emain poo ; howe e , asce aining us can
signi ican ly in luence u u e usage. Along his line, pa icipa ion in he sha ing and collabo a i e
pla o ms can accele a e as us pe cep ion imp o es. Fu he mo e, as he incidence o he Co id-
19 pandemic emb aces he impo ance o digi al echnologies, his may as well p opel he
adop ion o sha ing economy and collabo a i e consump ion in he u u e.
P io wo ks b oadly ecognized he economic and en i onmen al implica ions o he sha ing
economy as i gene a es economic incen i es and helps educe was e and ca bon oo p in . These
ea u es e eal o suppo he in ol emen among use s and pee -p o ide s (Bo sman & Roge s,
2011; Lai & Ho, 2020; Scho , 2016). Ne e heless, he s udy con ends he signi ican posi i e
impac o pe cei ed economic and en i onmen al bene i s on indi iduals’ a i udes and in en-
ions. I appea s ha mone a y e u ns a e leas expec ed in exchange o he sha ed esou ces in
gene al, suppo ing he claims o Alzamo a-Ruiz e al. (2020) and U bona icius and Seze (2019).
Os ensibly, i is only he leading companies in accommoda ion and ide-sha ing sec o s (e.g.,
Ai bnb, G ab) ha a e p onouncing income oppo uni ies o p omp people’s engagemen .
Howe e , his also en ails acqui ing capi al-in ensi e asse s ha people can ha dly own in
a de eloping coun y like he Philippines. O e ing mone a y e u ns in exchange o he sha ed
esou ces is conside ed by Belk (2014) as a pseudo-sha ing p ac ice, which e odes he p o-
en i onmen al and sus ainable na u e o collabo a i e consump ion. I is pushing people o
acqui e mo e esou ces, hence dispu ing he o iginal essence o he sha ing economy since i s
incep ion (Bo sman & Roge s, 2011). The insigni ican impac o en i onmen al pe cep ions
implies ha sha ing in he pla o m economy is s ill oo ed in social ene s sh ouding o e he
adi ional ac o sha ing. People’s awa eness o he en i onmen al consequences o being
in ol ed in collabo a i e p ac ices may s ill be ambiguous. The sha ing economy in he
Philippines may s ill be a i s ea ly s ages; hence u he ad oca ing i s en i onmen al bene i s
may ins ill awa eness among people in he coun y. In he same ein, as consume s gain mo e
expe iences in he sha ing economy, hey may p og ess hei p o-en i onmen al pe cep ions
(Wilhelms e al., 2017).
The indings also subs an ia e he ole o pe cei ed ease o use and pe cei ed us owa ds
pe cei ed beha io al and beha io al in en ion. As wi h p io s udies in online sys ems, he s udy
esul co obo a es o indings o Chen e al. (2021), Hansen e al. (2018), and Pa lou and Fygenson
(2006). Indeed, he need o ope a e a echnology-enabled pla o m is a ea u e ha sepa a es he
sha ing economy om i s adi ional o ms. The ease o use o he use - iendliness o he pla o m
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enhances one’s beha io al con ol owa ds sha ing in he pla o m economy in he u u e. I is
mos e iden in young demog aphic coho s gi en hei p o iciency and accep ance o mode n
echnologies (Ab ams & on F ank, 2014), including hose in he sha ing economy (Godelnik, 2017;
Hwang & G i i hs, 2017). Gi en his, hey may disce n simplici y in he p ocesses in ol ed in
ope a ing he sha ing pla o m. In addi ion, ela ed s udies ecognized he signi ican ole o
pe cei ed us among sha ing economy use s (Boa eng e al., 2019; Hawli schek e al., 2018;
Lee & Chow, 2020; Tussyadiah & Pesonen, 2018). This s udy likewise asse s i s ole o e pee -
p o ide pa icipa ion. I appea s ha o e all us pe cep ion educes he pe cei ed unce ain y
and he beha io al di icul y o accomplish sha ing economy ansac ions. Hence, i is impe a i e
o build con idence o e he pla o m and in he use s o sha ed goods/se ices o encou age
p ospec i e pee -p o ide s.
Ho s ede (2001) p oposed se e al dimensions o na ional cul u e and s udies adop ed hem in
se e al consume s udies. E idence ecognized he e ec o collec i ism in e-comme ce (Choi &
Geis eld, 2004) and g een pu chase beha io (T. N. Nguyen e al., 2017), enewable ene gy
adop ion (Higue as-Cas illo e al., 2019), and echnology accep ance (S i e & Ka ahanna, 2006).
Collec i ism is p ima ily mani es ed in he o m o conce n wi h o he s, including he sha ing o
angible and in angible esou ces (Hui & T iandis, 1986). Though p io wo ks a icula e he p eced-
ing a iable ela ionship in o he consume beha io con ex s, he s udy esul main ains ha he
ela ion is alid in he sha ing economy pa icipa ion con ex . I implies ha indi iduals who
mani es deep conce n o o he s and ecognize in-g oup ele ance will be mo e ecep i e o
o he s’ opinions and will mo e likely beha e ollowing he in-g oup no ms. Ne e heless, subjec i e
no ms did no show a signi ican and posi i e e ec on sha ing in en ions, a guing ex an con en-
ions. Also, con a y o he claims o Higue as-Cas illo e al. (2019), Pe ili e al. (2019), and S i e
and Ka ahanna (2006), he analysis shows a nega i e ela ionship be ween Collec i ism on a i-
ude o beha io , al hough ound insigni ican .
In he p agma ic sense, he esul s imply ha pla o m p o ide s may need o mains eam he
social nuances o he sha ing economy o os e consume s’ pa icipa ion as pee p o ide s. Fo
ins ance, ad oca ing i as a pla o m ha channels suppo o people in need may ac ua e an
indi idual’s al uis ic belie and sha ing in en ions. Also, embedding pla o m ea u es ha
enhance he quali y o social in e ac ion and un (e.g., gami ica ion) may be a compelling s a egy
o en ice pee -p o ide pa icipa ion. The in eg i y o ansac ions anspi ing in he sha ing pla -
o m is deemed essen ial; hence, pla o m p o ide s mus assu e he public o hei sys em
secu i y and p i acy p o ec ion measu es. The e is also a need o ein o ce he cu en ly adop ed
us -building mechanisms (i.e., e iews o a ings) o in use one’s con idence wi h o he people
using he sha ed esou ces. Fo ins ance, damages on sha ed angible esou ces a e use need
esol es o p o ec pee p o ide s’ igh s should be a ailable. Pla o m p o ide s should also
espouse he ease and com o associa ed wi h using hei web o app-based pla o m. They can
also a ge he younge gene a ion due o hei p o iciency in mode n echnology use. Howe e ,
encou aging pa icipa ion om olde gene a ions who can hold excess esou ce capaci ies may
need mo e enligh enmen on he pla o m use. Collec i is ic o ien a ion endo ses he salience o
in e pe sonal in luences o one’s beha io , ye , he pe asi eness o ech-d i en sha ing o colla-
bo a i e models in he Philippines emains limi ed. Ne e heless, as ac ual usage accele a es,
co e ing a signi ican po ion o he populace may acco dingly inc ease he po ency o social
in luences, including he p o-en i onmen al pe cep ions owa ds he sha ing economy in gene al.
Meanwhile, o he coun ies (e.g., Sou heas Asia) which may sha e simila con ex ual cha ac e -
is ics wi h he Philippines in e ms o he le el o ma u i y o he sha ing economy models, digi al
compe i i eness, cul u al o ien a ion, and p osocial endencies may d aw om ou indings in he
design o plausible s a egies o encou age mo e people o sha e hei esou ces in echnology-
enabled pla o ms. The Philippines and i s ci izens’ dis inc and inna e endency o ex end help and
mani es conce n o he needs o o he s and he communi y (Ang, 1979) b ace he ac o sha ing
as a cus om p ac ice; hence, emphasis poin s o he p omo ion o he social nuances and
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
h ps://doi.o g/10.1080/23311975.2021.1997245
Page 18 o 25
enhancemen o us -building ea u es o inci e mo e pee -p o ide s. Ul ima ely, insigh s in his
esea ch may help ad ance he economic, social, and en i onmen al p omises o he sha ing
economy and be i as an a enue o a ain a mo e sus ainable u u e ac oss he globe.
6. Conclusion and limi a ions
The esea ch p esen s a dis inc i e beha io al pa e n among po en ial pee -p o ide s in he
echnology-d i en sha ing pla o ms in a de eloping coun y. The s udy p esen s a ying deg ees
o in luences o he selec ed an eceden s o one’s a i ude, subjec i e no m, pe cei ed beha io al
con ol, and he in en ion o sha e esou ces in online sha ing pla o ms. In a de eloping coun y
whe e he sha ing economy is a i s ea ly s ages, i appea s ha pee -p o ide pa icipa ion
emains sh ouded o e he al uis ic and social ene s emana ing om he adi ional concep o
sha ing. Also, i s no el y and less widesp ead ecogni ion in socie y s ill unde mine he po ency o
in e pe sonal in luences. Meanwhile, as wi h o he echnology-enabled sys ems budding in less-
de eloped economies, o e all us emains a co e de e minan o p opel one’s a i ma ion and
con ol o e sha ing esou ces in he online pla o ms in he u u e. People in o dina y social class
and he young gene a ions may s ill no ha e he possessions (e.g., ca s, apa men s) o ake
ad an age o economic incen i es o e ed by o -p o i sha ing economy pla o ms like Ai bnb and
G ab. A he same ime, a poo unde s anding o i s en i onmen al consequences emains. Hence,
wi hin he s udy con ex , he economic and p o-en i onmen al ea u es o he sha ing economy as
dominan d i e s o consume and pee -p o ide pa icipa ion a e opposed. This esea ch is also in
line wi h he con en ion ha embedding cul u al alues in heo e ical models o consume
beha io may cap u e a be e pic u e o he phenomena unde in es iga ion (S i e &
Ka ahanna, 2006). The s udy ound ha collec i ism exhibi a signi ican posi i e e ec on he
subjec i e no m, hus endo sing empi ical indings in o he consume beha io con ex s. Rele an
insigh s a e also p oposed o exis ing and p ospec i e pla o m p o ide s o s imula e people o
sha e hei esou ces h ough hei online sha ing pla o ms.
Though his explo a o y wo k con ibu es o he ongoing discou se a ound he sha ing economy,
we ecognize se e al limi a ions ha u u e esea ch needs o add ess. Fi s , he s udy examines
he beha io al an eceden s owa ds sha ing o esou ces in gene al. Unde lying causes o sha ing
beha io may display di e en dynamics when he examina ion poin s owa ds a speci ic esou ce
ype. Resea che s may pu sue wo ks ha dissec beha io al pa e ns based on a speci ic ype o
esou ce. Second, he p esen wo k solely looks a beha io al in en ion o e ac ual beha io .
A gumen s p e ail as o he ansla abili y o beha io al in en ions o ac ual beha io ; hus, u u e
s udies can examine he ela ionship o bo h a iables. Thi d, he s udy sample is ep esen ed
mainly by Gen Z and Gen Y coho s. Despi e hei high p opensi y o adop mode n echnologies
and hei po en ial o back he sha ing economy, hei sha ing in en ions limi hei capaci y o
sha e-capi al in ensi e esou ces. The acquisi ion o asse s o be sha ed in o -p o i sha ing
economy pla o ms may no be inancially easible. Global sha ing economy i ms o e ing mone-
a y e u ns o pee -p o ide s a e epu ed o engage in pseudo-sha ing p ac ices (Belk, 2014),
which in u n e odes he concep ’s o iginal essence. As people own mo e esou ces acco dingly
inc eases esou ce capaci ies and magni ies he possibili ies o en i onmen al ebound e ec s.
Fu u e in es iga ions can imp o e he sample’s composi ion i he ocal poin di ec s owa ds he
sha ing in p ominen and o -p o i sha ing economy pla o ms. Fou h, he p esen wo k only
examines a selec ed g oup o an eceden s a gued o in luence beha io al ou comes in he sha ing
economy. Likewise, he p obe on he cul u al a ibu ion o beha io only accoun s o he cul u al
dimension o collec i ism as i is deemed ele an acco ding o p e ious s udies in ano he
consume beha io con ex . Fu u e esea ch can in eg a e o he de e minan s o beha io and
include o he dimensions o cul u e ope a ionalized a he indi idual le el. Las ly, his wo k
ecognizes ha he indings may no be gene alized in all con ex s. Ce ain limi a ions and
po en ial bias a ise om sel - epo ed online su eys; hence, u u e esea ch can adop
app oaches ha u he limi esponse consis ency e ec s and subsequen ly educe common
me hod a iance and esponse bias. Schola s can ca y ou complemen a y quali a i e esea ch
as well o acqui e an in-dep h accoun o he in e ed ela ionship pa ame e ela ionships.
Ra illa e al., Cogen Business & Managemen (2021), 8: 1997245
h ps://doi.o g/10.1080/23311975.2021.1997245
Page 19 o 25
Mo eo e , as his in es iga ion was conduc ed in he middle o a c isis, he e is a need o
con inuously ack beha io al pa e ns and alida e he cu en indings, especially in he pos -
pandemic wo ld.
Acknowledgemen s
The au ho s a e hank ul o he In e nal G an Agency o
FaME h ough Tomas Ba a Uni e si y in Zlin No. IGA/FaME/
2020/002 (The impac o digi al ans o ma ion on cus o-
me beha io and i m’s sus ainable pe o mance) and
IGA/FaME/2021/003 (Consume beha iou and pe o -
mance managemen o i ms in a compe i i e digi al
wo ld) o inancial suppo o ca y ou his esea ch.
Funding
This wo k was suppo ed by he Tomas Ba a Uni e si y in
Zlin [IGA/FaME/2020/002 and IGA/FaME/2021/003].
Au ho de ails
Ma k Ra illa
1
E-mail: [email p o ec ed]
ORCID ID: h p://o cid.o g/0000-0002-8318-505X
Sandeep Kuma Dey
1
ORCID ID: h p://o cid.o g/0000-0002-9103-5422
Milosla a Cho anco á
1
ORCID ID: h p://o cid.o g/0000-0002-9244-9563
1
Facul y o Managemen and Economics, Tomas Ba a
Uni e si y in Zlin, Zlin, Czech Republic.
Disclosu e s a emen
No po en ial con lic o in e es was epo ed by he
au ho (s).
CRediT au ho s a emen
Ma k Ra illa: Concep ualiza ion, Me hodology, So wa e,
W i ing - O iginal D a Sandeep Kuma Dey:
Me hodology, So wa e, Fo mal analysis Milosla a
Cho anco á: Resou ces, Supe ision, P ojec adminis a-
ion, Funding acquisi ion
Ci a ion in o ma ion
Ci e his a icle as: The sha ing economy and he an e-
ceden s o esou ce sha ing in en ions: E idence om a
de eloping coun y, Ma k Ra illa, Sandeep Kuma Dey &
Milosla a Cho anco á, Cogen Business & Managemen
(2021), 8: 1997245.
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