A Study of the Antecedents of Collaborative Consumption Engagement and the Moderating Effect of Self-Identity

Abstract

The purpose of the present study was to examine 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 Korea through a survey method. In the results, first, the more sustainable or economic benefit participants perceive in collaborative consumption platforms, the more they are engaged in collaborative consumption. Second, the positive relationship between perceived sustainability and collaborative consumption engagement is stronger for participants in collaborative consumption platforms higher in interdependent self-view. However, interdependent self-view was found to have no significance on the relationship between perceived economic benefits and CC engagement.