The effect of hedonic value, utilitarian value and perceived risk on consumer intention of choosing P2P collaborative consumption options

Abstract

Purchase decisions require consumers to consider both values and risks of products and services. To have a better understanding of peer-to-peer (P2P) collaborative consumption consumer, this research examines the motivation of consumer intention on the recurring use of P2P collaborative services on the basis of their perceived hedonic and utilitarian values as well as perceived risks. Data was collected via online surveys from mTurk of people participating in internet-mediated collaborative consumption in the US market. This research examines the consumer intention concerning P2P collaborative services by combining the effects of value and risks in a theoretical model, using structural equation modelling (SEM). The findings of this study explain the relationships between hedonic value, utilitarian value and perceived risk with collaborative consumption options choosing intention. Consumer using intention is positively influenced by both hedonic and utilitarian values as well as negatively by perceived risk, in which utilitarian value makes a stronger effect on intention than hedonic value, this study analysis also provides evidence that monetary savings does not impact perceived value of consumer for collaborative consumption.