1. The effects of national cultural values on individuals' intention to participate in peer-to-peer sharing economy
- Author
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Vanesa Tennant, Pouyan Esmaeilzadeh, Manjul Gupta, and Irem Uz
- Subjects
Marketing ,Uncertainty avoidance ,Product category ,business.industry ,05 social sciences ,Collectivism ,Affect (psychology) ,Renting ,Sharing economy ,0502 economics and business ,Survey data collection ,050211 marketing ,Hofstede's cultural dimensions theory ,Business ,050203 business & management - Abstract
This study examines the role of cultural values on individuals' intention to rent out and rent products in peer-to-peer exchanges. We collected survey data from participants in eleven countries - China, India, Jamaica, Namibia, Pakistan, the Philippines, Russia, South Korea, Turkey, the United Kingdom, and the United States. Our findings provide evidence that, while both collectivism and masculinism positively affect individuals' intention to rent out and rent products, uncertainty avoidance significantly discourages individuals from renting out their products to others. We also find that the product category significantly affects renting out and renting intentions of individuals using peer-to-peer exchanges.
- Published
- 2019