Abstract
The objective of this study is trying to develop a comprehensive model referring to previous research of Hwang and Griffith's model of intention to participate in Collaborative Consumption (CC). The study applied exploratory research design which implements previous researches regarding online collaborative consumption focusing on a study by Hwang and Griffith. Hwang and Griffith's model of intention to participate in Collaborative Consumption (CC) is unique in that it recognizes both attitudes and sympathy as the primary predictors of the intention to use the CC platform. The model is also relevant to CC as it encompasses different values, which are utilitarian, hedonic and symbolic. This Study results in a comprehensive model which incorporating several variables from previous studies, such as online initial trusts and perceived behavioral control. We conclude that by trying to put Technology Acceptance Model (TAM) and The Unified Theory of Acceptance and Use of Technology (UTAUT) will enrich the global-scale model from the higher point of view besides the cognitive perception itself. Moreover, this conceptual model is developed as a suggestion for future research as well as the implementation of more sophisticated statistical analysis method should be included. Keywords: digital business; startup; user intention; online market; collaborative consumption
Highlights
The phenomenon of digital business is quickly and perpetually developed in recent years
According to Piscielly et al (2015), Those such of business is created as a sharing business known as collaborative consumption platform which represented as a socio-economic model enforced with technology in which groups share the utilisation of the product or service by the economic burden of ownership
This study is an extended model which is developed by previous research to specify on the user intention in a collaborative consumption specific context becoming more general with some the additional variables from the theory of Technology Acceptance Model
Summary
The phenomenon of digital business is quickly and perpetually developed in recent years. The Millenial users are offered various product and innovative features that give us ease through the digital channel. According to Hwang and Grififths (2016), Millenials are considered as the most appealing market (2016). The business itself is formed into several types of function which is commonly used for selling-buying, renting, until offering a service through a marketplace kind of platform. According to Piscielly et al (2015), Those such of business is created as a sharing business known as collaborative consumption platform which represented as a socio-economic model enforced with technology in which groups share the utilisation of the product or service by the economic burden of ownership. Because of the evolution of business revolution 4.0, dissemination of social networks served the idea for peer-to-peer communication through platform as direct transactions between customers and producers (Gansky, 2011)
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