Do ethics drive value co-creation on digital sharing economy platforms?

Document Type

Article

Source of Publication

Journal of Retailing and Consumer Services

Publication Date

7-1-2020

Abstract

© 2020 Elsevier Ltd Purpose: Sharing economy is surging and so are the consumers’ ethical concerns regarding such platforms. The current study examines the antecedents of consumers’ intention to co-create value that include consumers’ ethical perceptions constructs (i.e. privacy, security, fulfillment/reliability, shared value, service recover, and non-deception) and relationship quality constructs (trust, satisfaction, commitment), focusing on the digital sharing economy platforms. Methodology: Survey method was applied to gather data from n=348 consumers at digital sharing economy platforms. Structural equation modelling technique through Amos version 24. was employed in order to further analyze the data. Findings: Results reveal that consumers’ ethical perceptions as a second order construct comprising of privacy, security, fulfillment/reliability, service recovery, and shared value does not influence consumers’ intention to co-create value. However, relationship quality as a second order construct including commitment trust and satisfaction influences consumers’ intention to co-create value. Furthermore, relationship quality serves as strong full mediator between consumers’ ethical perceptions and their intention to co-create value. Originality: The studies on drawing relationships between value co-creation and relationship quality constructs have been popular yet to the authors’ surprise; seldom any studies have been conducted in examining the role of ethical perceptions in the settings of digital sharing economy platforms. Therefore, the current study closes this gap.

ISSN

0969-6989

Publisher

Elsevier Ltd

Volume

55

First Page

102095

Disciplines

Business

Keywords

Ethics, Privacy, Relationship Quality, Sharing Economy, Trust, Value co-creation

Scopus ID

85081327535

Indexed in Scopus

yes

Open Access

no

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