Abstract
This study aims to determine the effects of consumer participation on value co-creation with consumers’ ethical perceptions as a mediation of the sharing economy platform in Indonesia. The research design used a quantitative method with a descriptive approach. The sampling technique used convenience sampling with 287 respondents. A questionnaire was utilized as the data collecting technique. SmartPLS was applied as the analysis tool. The results showed that consumer participation has a significant effect on ethical perceptions and value co-creation and ethical perceptions affect value co-creation significantly. Furthermore, this research proof that ethical perceptions mediate the positive relationship between value co-creation on the sharing economy platform in Indonesia. This research enrich and strengthen the role of consumer ethical perceptions and consumer participation in creating value co-creation that provides value for both consumers and service providers based on Service-Dominant Logic (Vargo and Lusch, 2008).
Highlights
In this decade, the sharing economy or sharing economy platform has become an interesting phenomenon with a very rapid development
The results of this study are consistent with research conducted by (Nadeem et al, 2019), which discovered that ethical perceptions have a significant effect on value co-creation
The results of this study are consistent with research conducted by (Nadeem et al, 2019), which states that ethical perceptions as a mediating variable have a significant effect on mediating consumer participation and value co-creation
Summary
The sharing economy or sharing economy platform (hereinafter abbreviated as SEP) has become an interesting phenomenon with a very rapid development. As summarized from several articles from statista.com, the popularity of SEP use in the world has increased rapidly in this decade, where in 2015 the value of SEP use was USD 15 billion and in 2025 it is estimated that it will reach a value of USD 335 billion (statista.com, 4 Nov 2020). The development of the use of SEP in the world is quite rapid with various uses, including for transportation, food delivery, shopping, delivery of goods, and so on. At the beginning of the COVID-19 pandemic, the use of SEP had decreased by 65% due to social distancing and various regulations made by the government (Mazareanu, 2020), but these conditions are gradually improving and it is predicted that the use of SEP in the world will increase by more than 50 percent in 2021 (Wagner, 2020)
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