Hedonic Value Research Articles

The Influence of Perceived Value, Customer Satisfaction, and Trust on Loyalty in Entertainment Platforms

This study explores the intricate relationships between perceived value, customer satisfaction, trust, and loyalty in the context of the dynamic online entertainment platform industry. As the entertainment landscape has evolved from traditional formats to digital and interactive experiences, businesses face intense competition and the need to innovate to attract and retain users. This study introduces a comprehensive research model that defines perceived value in three dimensions: utilitarian, hedonic, and social. It also investigates the roles of customer satisfaction and trust as mediators in the connection between perceived value and loyalty. A survey of entertainment platform users reveals that enhancing utilitarian and hedonic values can increase customer satisfaction and that all three perceived value dimensions positively influence trust. Customer satisfaction partially mediates the relationship between utilitarian value and loyalty and fully mediates the relationship between hedonic value and loyalty; however, trust does not act as a mediator in this context. The theoretical implications enhance our understanding of these relationships while the managerial implications provide actionable insights for businesses seeking to refine their customer-focused approaches in the competitive online entertainment landscape.

Loyalty toward shared e-scooter: Exploring the role of service quality, satisfaction, and environmental consciousness

Shared electric scooter services (SESS) have gained popularity in many cities as an emerging mobility mode. However, SESS is attributed to low utilization rates in some cities. In this context, the significance of users’ satisfaction with the provided services, along with their loyalty, becomes particularly pronounced. Therefore, it is essential to evaluate the service quality (SQ) from the users’ perspective and understand its effect on satisfaction and loyalty, which are critical factors for the long-term durability and success of service. Thus, this study examines the determinants of user satisfaction and loyalty toward SESS. For this, we conducted an online survey among the SESS users in Chicago. We analyzed the responses using partial least squares structural equation modeling (PLS-SEM) and reflexive thematic analysis (TA). Our results confirm the quality-value-satisfaction-loyalty paradigm and indicate that users’ perceptions of SQ, including safety and security, service availability, interface, and perceived affordability, significantly contribute to user loyalty enhancement toward SESS. Perceived value (hedonic value, utilitarian value, and perceived affordability) and satisfaction mediate the impact of SQ on loyalty. Additionally, the results indicate that those who perceive SESS as cost-effective report higher satisfaction levels. Furthermore, users who have pro-environmental attitudes and view SESS as environmentally friendly are more likely to derive hedonic value from the service and exhibit higher loyalty. The TA uncovers key challenges from the user perspective, including pricing, service timing, end-trip facilities (e.g., parking), street pavement condition, vendor operational zoning, and fleet quality, with a specific emphasis on GPS accuracy. These findings provide valuable insights into user behavioral mechanisms, which can be considered as a manifest for service improvement and enhancing efficiency.

The egalitarian value of counterfeit goods: Purchasing counterfeit luxury goods to address income inequality

AbstractThe present research demonstrates a novel driver of the growing demand for counterfeit luxury goods: perceptions of income inequality. Across five studies, using different samples and counterfeit luxury goods, we find that as perceptions of income inequality increase, consumers value counterfeit luxury products for their “egalitarian value”—a value associated with counterfeits' perceived ability to restore equality in society. Consumers perceive both public and private counterfeit luxury goods to have egalitarian value, suggesting that their value manifests itself beyond consumers' attempts to signal status via consumption. Moreover, the egalitarian value increases consumers' motivation to purchase counterfeit luxury goods beyond their hedonic, utilitarian, economic, or status signaling value. Finally, the positive effect of the egalitarian value of counterfeit luxury goods on purchase preference is greater among consumers who think equality is more desirable and attainable (i.e., those low in social dominance orientation). Our results outline one psychological mechanism underlying consumers' interests in counterfeit luxury goods, explaining how egalitarian value may link two important societal issues: growing income inequality and increased demand for counterfeits.

확장된 자기효능감 기반 가치수용모델을 적용한 셀프서비스기술 수용의도

This study aims to explore the structural relationships between older customers' technological self-efficacy, personal innovativeness, perceived values (social, utilitarian, hedonic), attitudes, and behavioral intentions regarding technology-based, contactless services in hotels and restaurants. The survey, based on previous research, targeted customers over 50 who have experience using Self-Service Technologies (SST) in the hotel and restaurant sector, with a final valid sample of 228 respondents included in the analysis. The conclusions from this study's hypothesis testing are as follows: First, senior customers' technological self-efficacy positively impacts utilitarian value but negatively impacts social value. However, it does not significantly affect hedonic value or behavioral intentions. Second, personal innovativeness positively impacts social, utilitarian, and hedonic values, with the most significant enhancement observed in hedonic value. It also significantly influences behavioral intentions. Third, while utilitarian and hedonic values positively affect attitudes, social value does not have a significant impact on attitudes. Fourth, the attitude of senior customers towards SST positively influences their behavioral intentions. These findings suggest that efforts to enhance the technological self-efficacy of the senior customer segment could strengthen functional interactions with technology, thereby enhancing the adoption intentions of SSTs in the hotel and restaurant industries.

The Role of Korean Food Delivery Apps as a Third-Party Logistics Provider: Focusing on Self-Determination Theory

Purpose: This study aim to examines the relationships between users' self-determination motivation, perceived utili-ty and hedonic values, attitudes, and intentions to reuse the app. Additionally, the moderating effect of information search effort was explored. Design/methodology/approach: Data were collected via online surveys targeting domestic consumers using K-FDA services. We used PLS-SEM for hypothesis testing. Findings: The results suggest that K-FDA users perceive more value as they use the app with greater voluntary motivation, leading to higher attitudes and intentions to reuse the services. Additionally, hedonic value interacted with information search effort level to significantly influence attitude, indicating the need to encourage users to use K-FDA services more proactively. Research limitations/implications: According to self-determination theory, an individual's autonomy can be dis-tinguished into various stages ranging. Differences in perceived value and behaviors during the K-FDA usage process may emerge according to these stages. Therefore, it is suggested that future research conduct studies comparing differences by refining the degree of self-determination. Originality/value: Despite the increasing distribution costs as Korean Food Delivery Apps (K -FDA) serve as third- party logistics providers, the number of K-FDA users is on the rise. In this context, there is a need to investigate users' motives and the values perceived during the use of the app to attract and retain users. Therefore, we adopted the Self-Determination Theory to examine the effects of intrinsic motivation on the perceived value (utilitarian and hedonic) during the app usage process and proposed the role of K-FDA in attracting users to the app and encouraging reuse in the fiercely competitive delivery app market.

확장된 통합기술수용이론을 활용한 ChatGPT 서비스에 관한 중국 소비자 행동 연구

In this study, we focused on empilically analyzing the factors that influence consumer intention to use and purchase behavior at the introduction and diffusion stages of the innovative technology, ChatGPT Plus, using the Extended Unified Theory of Acceptance and Use of Technology (UTAUT). Furthermore, we examined the moderating roles of education and monthly income in specific relationships. To summarize the research results, firstly, among the technology acceptance factors affecting Chinese consumers' use of the innovative ChatGPT Plus paid service, the performance expectancy, effort expectancy, facilitating conditions proposed in the basic UTAUT, and hedonic motivation, price value, and content quality proposed in the extended UTAUT were found to significantly influence the intention to purchase the ChatGPT Plus paid service. On the contrary, it was found that social influence and usage habits do not significantly influence the intention to purchase ChatGPT Plus paid service. Secondly, among the technology acceptance factors that influence the use of ChatGPT Plus paid service, performance expectancy, hedonic motivation, and content quality showed a significant impact on purchase intention through the moderating effect of education. Thirdly, in this study, the purchase intention of ChatGPT Plus paid service was confirmed to have a positive effect on purchase behavior. Through these research results, artificial intelligence-related companies can respond more effectively to consumers' intention to use and purchase behavior, and on this basis, they can improve the quality of artificial intelligence products and GPT Plus services.

How Far Does Cognitive Depletion Impact Cinderella Shopping? Mediation Through Hedonic and Utilitarian Value Perceptions

How Far Does Cognitive Depletion Impact Cinderella Shopping? Mediation Through Hedonic and Utilitarian Value Perceptions

Karakteristik Kimia Dan Akseptabilitas Set Yogurt Jambu Biji Merah (Psidium guajava L) Dengan Variasi Waktu Inkubasi

Red guava has high levels of vitamin C among other fruits such as papaya and Siamese oranges which can be used as a source of vitamin C requirements and has a distinctive color. This research aims to determine the length of incubation time and the comparison of the concentration of red guava juice with cow's milk on the chemical characteristics and acceptability of the yogurt set, comparing it with SNI Yogurt and determining the best chemical characteristics and acceptability. The experimental design used was a descriptive method by calculating the average value and standard deviation with treatment A1 = (50% cow's milk: 50% red guava juice), A2 = (60% cow's milk: 40% red guava juice), and A3 = (40% Cow's milk: 60% Red guava juice) for incubation time treatment B1 = (4.5 hours), B2 = (5.5 hours), B3 = (6.5 hours), and B4 = (7.5 hours). The results showed that the length of incubation time and the ratio of concentrations of red guava juice to cow's milk had an effect on chemical characteristics and acceptability. The lactic acid content produced is in accordance with the 2009 SNI yogurt range, namely 0.5-2.0% and acceptability of sour/distinctive taste, normal/distinctive aroma and thick liquid texture. Treatment A3 (40% cow's milk: 60% red guava juice) B2 (incubation time 5.5 hours) produced chemical characteristics (lactic acid content 0.88% and vitamin C content 152.84 mg/100g) and the best acceptability with a color hedonic value of 4 .24 (neutral), taste 3.92 (neutral), aroma 3.40 (neutral), texture 3.64 (neutral) and total acceptance 3.28 (somewhat like).

Exploring the structural relationships between augmented reality quality, perceived value, and psychological well-being in museum applications: a PLS-SEM analysis

PurposeThe purpose of the study is to examine the impact of augmented reality (AR) on users' tour experience and psychological well-being in museums. The study utilizes the Information System (IS) Success Model and the Perceived Value Theory to investigate the relationships between AR quality, content quality, system quality, vividness, utilitarian value, hedonic value, tour experience, and psychological well-being.Design/methodology/approachThe study adopts a quantitative research approach and surveys 286 visitors at the Wuhan Natural History Museum. The collected data is analyzed using PLS-SEM to test the proposed model.FindingsThe study finds that content quality, system quality, and vividness significantly influence utilitarian and hedonic value. Utilitarian and hedonic values mediate the relationship between AR quality and tour experience and psychological well-being, with hedonic value having a greater impact. Utilitarian value positively influences customers' hedonic value, while tour experience positively influences customers' psychological well-being.Originality/valueThis study contributes to the existing literature by applying the Information System Success Model and Perceived Value Theory to explore the impact of AR on users' tour experience and psychological well-being in museums. It provides empirical evidence supporting the importance of content quality and perceived value in promoting AR adoption and use. The findings add value to the field of augmented reality research and offer practical implications for AR service providers.

The value of waiting spaces: Tourists’ willingness to pay for high-quality bus terminals

Transport quality has long been recognized as an important factor in influencing travelers’ behavior, and transport terminal quality undoubtedly plays no small part. Indeed, transit promotion policies explicitly based on qualitative factors and high-standard architecture are increasingly being adopted in designing new bus terminals and stops. High architectural standards can be found in several bus terminals worldwide. Nevertheless, the literature in transport sector has yet to explore the impact of bus terminal “hedonic quality” on users’ behavior or use their willingness to pay (WTP) in cost–benefit analyses or other transport policy applications. Hedonic value is here intended as the aggregate of all elements related to travelers’ pleasure in spending time in a terminal where architectural beauty and the passenger services offered are arguably the most visible and representative attributes. Within this context, we propose a quantitative analysis of the perceived hedonic value of bus nodes in terms of users’ WTP (pure preference) for a high-quality bus terminal. To this end a discrete choice experiment based on a visual immersive experience was performed, and data were collected from 324 residents of Milan (Italy) traveling for tourism. Different binomial Mixed Logit models with panel data and random coefficients were estimated for the purpose. Monetary valuation of pure preference for using a high-quality bus terminal was estimated with a mean of about 25 % of the average trip cost observed for the case study considered. This pure preference means that the Italian tourist is willing to spend up to €4.35/trip more for a high-quality bus waiting space or travel up to 28.2 min/trip more, instead of using a traditional bus terminal for the same trip. Category-specific analyses show that females > 30 years old have a greater pure preference for a high-quality bus terminal (up to + 220 %) against males and young users. The employed also have a higher (+42 %) pure preference for the beauty of a bus terminal against others. The results of this paper should be compared with those from other case studies as they have a potential impact for transportation planning applications, underling the importance of also incorporating “hedonic quality” as explicit design variables for new/revamped transportation hub. At the same time, new challenges are posed for modeling user behavior and determining quality-related indicators and measures.

Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory

Along with the economic and technological development in Indonesia, one of the innovations is in the field of social media commerce and it has managed to attract the attention of Indonesian consumers. Different from other social media, TikTok offers a new feature, namely TikTok Live, participants can use this social media for their entertainment as well as a buying and selling platform. At the same time, live streaming also faces several factors where consumers are not yet sure about buying it. However, the marketing strategy has recently become a hot topic of discussion. Therefore, this empirical research aimed to investigate why Indonesian consumers buy on live streaming using perceived trust as a mediating variable, such as trust in the products and trust in the sellers. The factors used to analyse the influence on consumers' purchase intention include utilitarian value, hedonic value and social value. This study collected data in a questionnaire created in Google Forms and performed data analysis using SPSS 26 and SPSS Amos software, using structural equation models to analyse validation and theoretical hypotheses. The results of this analysis are expected to provide knowledge to social commerce providers, especially in the area of live streaming.This study shows that perceived values such as utilitarian, hedonic and social values have a significant positive impact on purchase intention. Utilitarian value and social value both have a significant and positive influence on both consumer trust in the products and consumer trust in the platform, but not on hedonic value, where hedonic value only has a significant positive influence on trust in the platform, but an insignificant effect on trust in the product. Even though hedonic value has no influence on the product, sellers still need to provide a more pleasant atmosphere to attract the attention of users or consumers. And for further research, this study hopes to uncover additional elements that influence consumer behaviour on the TikTok live streaming platform.

Dampak Hedonic Shopping Value dan Shopping Lifestyle pada Keputusan Pembelian Impulsif Pelanggan Shopee di Sidoarjo

Online shopping has become a rapidly growing trend among the Indonesian people. Shopee, as one of the popular online shopping platforms, was chosen as the focus of this research to analyze impulsive buying decisions. This study aims to investigate the influence of Hedonic Shopping Value and Shopping Lifestyle on the impulsive buying decisions of Shopee customers in Sidoarjo. This research uses a quantitative method, with data collection through questionnaires distributed to Shopee consumers in Sidoarjo and obtaining a sample of 75 respondents. The sampling technique used is nonprobability sampling. The data obtained were analyzed using Partial Least Square (PLS) with the help of the SmartPLS 4.0 application. The results show that Hedonic Shopping Value and Shopping Lifestyle have a significant influence on impulsive buying decisions.

Study of Consumer’s Intention to Use of E-Wallet: with Extended UTAUT2 Reward and Technological Innovation

Consumers in the 21st century are living in a world transformed by contactless transactions, a product of the digital revolution. This technology is woven into the fabric of daily life, offering solutions for everything from morning coffee purchases to late-night bill payments. From shopping and salons to education, food delivery, money transfers, and public transport, contactless payments are ubiquitous. This constant presence fosters a consumer behavior that embraces new technologies and innovation. The rise of mobile payments, driven by advancements in technology, has fundamentally altered the payment landscape. Consumers now have the power to turn their smartphones into convenient payment tools. The emergence of the Internet and smartphones in the 21st century has made information technology an essential aspect of human existence, which were mostly accessible to organizational users in the late 20th century. Research on technology adoption and diffusion is well-established in the current literature on information systems (IS). IS researchers are constantly seeking to comprehend the different factors that influence individuals' acceptance and utilization of emerging information technology (IT) (Hughes et al., 2016, 2017, Hughes et al., 2020). This extensive research field has seen a variety of research methods being used to study a wide range of technologies in different countries. The existing literature has uncovered numerous theories, contexts, units of analysis, and research methods (Dwivedi & Williams, 2008; Choudrie & Dwivedi, 2005; Williams et al., 2009). The diverse research contexts, which include technology, user type, location, adoption time, and task done, have led to the emergence of numerous conflicting theories and models. The Technology Acceptance Model (TAM), Diffusion of Innovation (DoI), Theory of Planned Behaviour (TPB), and Task Technology Fit (TTF) Theory have been commonly used to study various aspects of adoption and diffusion (Dwivedi et al., 2006, 2007; Dwivedi and Weerakkody, 2007; Kapoor et al., 2014). Venkatesh et al. (2003) created the Unified Theory of Acceptance and Use of Technology (UTAUT) by thoroughly examining eight prominent technology adoption models. This theory focuses on the practical value (external motivation) that technology brings to users in an organizational setting. It eliminates any overlapping or repetitive concepts to streamline the theory (Venkatesh et al., 2003). The emergence of consumer technologies required the expansion of the UTAUT model to include the consumer context, with a focus on the hedonic value (intrinsic motivation) of technology users. As a result, three additional concepts, namely hedonic motivation, price value, and habit, were included in the original UTAUT model. This updated version is known as UTAUT2. However, in UTAUT2, the concept of voluntariness of use was eliminated as a moderator because customers do not have any organizational mandate. Additionally, in many cases, consumer behavior is voluntary (Venkatesh et al., 2012). The UTAUT2 hypothesis has a significantly greater predictive power compared to UTAUT. It can explain around 74 percent of the variation in customers' behavioral intention and 52 percent of the variation in consumers' technological usage of the focus technology (Venkatesh et al., 2016).

Navigating consumption streams: Toward a utilitarian–hedonic perspective on subscription box customer journeys

AbstractGiven persistent challenges faced by subscription box retailers in acquiring and retaining customers, there is an urgent need to understand decision‐making and sources of value at each stage of the subscription box customer journey. As extant research has frequently focused on the customers' decision to subscribe, relatively little work has explored why they choose to continue or cancel their subscriptions. We contend that a way forward in understanding subscription box customer journeys is to adopt a utilitarian–hedonic perspective when looking at each stage of such journeys. We conduct phenomenological in‐depth interviews with 26 subscription box customers and use the thematic insights to introduce a processual framework of subscription boxes as consumption steams. We posit that the subscription box customer journey comprises three key decision stages (initiation, immersion, and egression) with each stage characterized by distinct themes that add to or subtract from the utilitarian and hedonic value at that stage. Collectively, these themes provide a more nuanced understanding of the factors that shape customer decisions to start, renew, or cancel a subscription box. We conclude by noting how our findings contribute to marketing theory and practice and suggest some avenues for future research.

Turning Livestreaming Viewers into Game Players: Exploring the Impact of Game Streamers on Viewer Video Game Engagement Based on an Extended Means-End Chain Framework

This study aims to explore how perceived influence of game streamers affects viewer video game engagement. We propose a research model based on an extended means-end chain framework and validate this model through a two-wave field survey with 465 respondents. The results show that perceived attractiveness, perceived competence, and perceived trustworthiness are important attributes of perceived influence of game streamers. Additionally, viewer value perception—encompassing perceived utility value, perceived hedonic value, and perceived symbolic value—which is derived from watching game streaming, partially mediates the relationship between perceived influence of game streamers and viewer video game engagement. These findings not only provide insights into the psychological mechanisms underlying the impact of game streamers on viewer behavioral intention but also contribute to a better understanding of the contemporary game streaming landscape.

Effects of perceived value dimensions on customer brand loyalty towards luxury cars

PurposeThe research aims to examine the influence of perceived value (PV) dimensions on brand loyalty of luxury car owners and to examine the mediating role of attitudinal loyalty (AL) between PV dimensions and behavioral loyalty (BL).Design/methodology/approachPrimary data for the study were gathered from the luxury car owners in Kerala, India. The construct measurements have been adopted from previous research studies. Structural equation modeling with the partial least square (PLS) technique was used to analyze the measurements and conceptual model.FindingsThe findings show that out of four PV dimensions among luxury car owners, the hedonic value (HV) significantly influences their AL. Economic value influences BL, and social values have an impact on AL as well as BL, but the relationship of functional value with any is not supported by the results. AL is a strong predictor of BL, and it actively mediates the relationship of HV and symbolic value with BL.Practical implicationsThe manufactures of luxury cars provide more importance to hedonic and symbolic elements while launching new models and consider the price perceptions of the targeted customers while making decisions related to brand attachment and brand loyalty.Originality/valueThis study contributes to the decision-making of the rapidly growing vehicle market by examining the perceptions and by providing the effects of perceived values among luxury car owners. Also, it extends the literature by developing a framework for PV dimensions on AL and BL and also incorporated the mediating role of AL.

Reinvestigating repurchase intentions for travel apps: a comparison of China's various tiers of cities

ABSTRACT The intense competition amongst travel apps, regardless of their popularity, has made repurchase intention a critical financial challenge for travel providers. By combining the Stimulus-Organism-Response (S-O-R) framework and the New Economic Geography (NEG) theory, this research examined how city tier disparities influence the experiential features of travel apps and user repurchase intentions. Survey data was acquired from 739 travel app users in China. The findings indicate that a set of context-based experiential features significantly influences utilitarian and hedonic values, and consequently leading to a notable increase in repurchase intentions. In addition, the outcomes of a multigroup analysis revealed that China’s users located in tier 1 city (i.e. Beijing) and tier 3 city (i.e. Kunming) had distinct effects on the hypothesised relationships. Theoretically, the research provides extensive implications to information systems and tourism literatures; whilst offering some actionable insights to travel practitioners.

CUSTOMER ANXIETY AFTER COVID-19 AND ITS IMPACT TO THE BEHAVIORAL INTENTION AT HYPERMARKET

The COVID-19 pandemic has significantly impacted the modern retail sector, particularly hypermarkets in East Kalimantan, influencing consumer behavior by creating anxiety and promoting both hedonic and utilitarian shopping behaviors. This study examines how attitudes toward behavior mediate the relationship between anxiety, utilitarian value, hedonic value, and behavioral intention among hypermarket consumers post-pandemic. The study addresses theoretical and empirical inconsistencies in these relationships. Involving 160 participants selected through systematic random sampling, data were analyzed using Partial Least Squares (PLS) with Smart PLS 3.0. Seven hypotheses were tested. Findings indicate that only utilitarian value and attitude toward behavior significantly affect behavioral intention. Both hedonic and utilitarian values predict attitudes toward behavior, while anxiety has a negative and insignificant effect on both behavioral intention and attitudes. Post-pandemic, consumers are no longer anxious about shopping at hypermarkets, suggesting a need for improved promotions and services in hypermarkets.

The Determining Role of E-Service Quality, Utilitarian Value, and E-Customer Loyalty in the Banking Sector

The industrial revolution in the Internet sector has occurred worldwide, including in the banking industry. Internet banking has many advantages compared to traditional banking. For example, internet banking allows customers to carry out various banking activities at any time at low costs. The research method used was explanatory research with a quantitative approach; the research used SPSS analysis, and based on this, the sample used was 200 Bank Banjarmasin customers. The research results show that the E-Service Quality variable is reflected by system availability, fulfillment of needs, compensation, contact, responsiveness, efficiency, and privacy, which are most appreciated by system availability. The Utilitarian Value variable is reflected by convenience and security, most appreciated by convenience. The E-Customer Loyalty variable is reflected by continued use and recommendations that are most appreciated by continued use. The findings can be helpful theoretically, namely scientific development material that contributes to the theory of consumer behavior and related theories, all of which are linked to current advances in digital technology. For practitioners, namely the banking sector, it is hoped that they will be able to improve E-Service Quality, especially efficiency, Utilitarian Value, especially convenience, and Hedonic Value, especially pleasure. However, these elements have little influence; if they can be improved further, they will provide more satisfaction and a sense of attachment to the parties. banking and will ultimately be able to improve loyalty to customers.

Promoting customer satisfaction and reuse intention using ride-hailing taxi services: role of consumer perceived value, personal innovativeness and corporate image

Purpose This study aims to investigate the impact of several factors on customer satisfaction and intention of reusing ride-hailing services that is a new type of passenger urban transport service.Design/methodology/approach This research applied the Partial Least Squares Structural Equation Modeling analysis method to examine the measurement scale and to analyze the primary data collected from 388 passengers in Vietnam.Findings This study demonstrates that three dimensions of perceived value, namely, functional value, hedonic value and economic value, positively influence customer satisfaction. The other dimension of perceived value, which is social value, has an ambiguous effect on satisfaction. In addition, personal innovativeness promotes all dimensions of perceived value. In particular, this study highlights that customer satisfaction and corporate image positively impact reuse intention, and corporate image moderates the relationship between customer satisfaction and reuse intention.Originality/value This study enriches knowledge about customer behavior using services based on the sharing economy business model. In particular, theoretical and practical implications are provided for researchers and enterprises to find suitable strategies for business.