Empirical Finding on the Determinants of Collective Consumption: Focused on Consumption Values, Trust, and Perceived Risk

The rapid advances in information and communications technologies, combined with increased social awareness of today’s consumers, ushered transformation consumers’ purchase behavior. This big shift away from the traditional ownership-based economy into a sharing is causing an urgent necessity to understand shifted decision mechanism. Although there have been quite few previous studies on antecedents engage collective consumption, it somewhat difficult find research that focused consumption values as antecedent predictors. To abridge this gap, study aims determine whether two predictors (social value ethical value) affect intention utilize consumption. In addition, current verifies role perceived risk moderator between trust use For purpose hypothesis verification, uses multiple regression hierarchical moderated analysis. Responses total 246 respondents are used for statistical were selected students attending university located Seoul, South Korea. results indicate exerted significant impacts However, magnitude value’s impact was slightly greater than value. result also confirms mediating trust. Furthermore, relationship