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عنوان انگلیسی مقاله:
Understanding collaborative consumption: Test of a theoretical model
سال انتشار : 2017
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2. Theory background
The theory of reasoned action (TRA) is an important model for explaining rational human behavior in a plethora of contexts. The model has its roots in social psychology and the work of Fishbein and Ajzen (1975), Ajzen and Fishbein (1980). It is a predictive model that seeks to examine the relationship between attitudes and behavior based on “principles of compatibility” and “behavioral intentions”. TRA is particularly appropriate in contexts in which an individual has volitional control. Fig. 1 shows the basic theoretical model. The decisions of the individual in TRA are captured by behavioral intentions, defined by Fishbein and Ajzen (1975) as “people's expectancies about their own behavior in a given setting” (p.288) and operationalized as the likelihood of intended actions, e.g. a person's intention to rent a certain product, say a particular room on Airbnb. This measure is generally operationalized in research as a common sense notion of intentions measuring whether an agent has formulated a plan to act (Bagozzi et al., 2000). An individual's intentions to act determine actual behavior, e.g. the actual renting of a room on Airbnb, although this relationship weakens if a significant period of time intervenes and behavior becomes less connected with the intentions that had been formed. TRA posits that under the right conditions, behavioral intentions will approximate actual behavior (Ajzen, 1991; Fishbein and Ajzen, 1975): people tend to do what they intend to do. Indeed, a significant body of research has shown that the relationship between intentions and behavior is extremely strong (Sheppard et al., 1988). Thus, for both theoretical and practical reasons, the majority of academic research has tended to focus on behavioral intentions rather than behavior the outcome variable (i.e. omitting the behavior variable)—creating a more parsimonious model and enabling testing and measurement via snapshot survey. Intentions to act in TRA are determined by two factors: (1) attitude towards the behavior; and (2) subjective norms. Attitude refers to the degree to which an individual has a favorable or unfavorable evaluation of a behavior in question, resulting from the positive or negative behavioral beliefs that are held about undertaking a particular behavior weighted by the perceived evaluation of associated outcomes from such behavior. For example, an individual's attitude towards the rental of a room from Airbnb may be determined by a noting costs and benefits and weighting these to assess whether renting the room is a good or bad thing to do. Subjective norms refer to the perceived influence of social pressure for a person to perform a particular behavior, whereby signifi- cant others approve or disapprove of a behavior in question—the pressure from what an individual thinks that other people thinks that they should do. For example, does an individual's social milieu think that renting a room from Airbnb is a good idea? Subjective norms are influenced by normative beliefs, which refer to whether a person thinks that significant others—such as a partner, family, friends, work colleagues, and so on—think that they should perform a behavior, and an individual's motivation to comply with those beliefs. Thus, the beliefs of a significant other, such as a friend, are evaluated and weighted, e.g., does the friend think that renting a room from Airbnb is a good idea and how likely is the individual to listen to them?
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کلمات کلیدی:
Understanding current and future issues in collaborative consumption ... www.sciencedirect.com/science/article/pii/S004016251600007X by SJ Barnes - 2016 - Cited by 30 - Related articles Jan 21, 2016 - Examines drivers, inhibitors and future developments in collaborative consumption. •. Economic drivers are most important, followed by ... Understanding collaborative consumption - Campaign www.campaignlive.co.uk/.../understanding-collaborative-consumption/1208887?src... Sep 6, 2013 - Collaborative consumption may feel like a business child of our times, crafted in a period of digital development and austere living, but its ... EconPapers: Understanding collaborative consumption: Test of a ... econpapers.repec.org/RePEc:eee:tefoso:v:118:y:2017:i:c:p:281-292 by SJ Barnes - 2017 Apr 12, 2017 - By Stuart J. Barnes and Jan Mattsson; Abstract: Collaborative consumption websites have enabled consumers to focus on shared access to ... Understanding Collaborative Consumption to Make Collaboration ... proceedings.aom.org/content/2016/1/14072.short by D Roos - 2016 Abstract. While collaborative consumption is a promising solution for unsustainable consumption practices, two lines of thought begin to emerge on its social ... Understanding Collaborative Consumption In Emerging Economies ... https://www.omicsonline.org/.../understanding-collaborative-consumption-in-emergin... Access-based consumption that eschews goods ownership and revolves around giving, exchanging and obtaining goods and services through peer-to-peer ... Defining The Sharing Economy: What Is Collaborative Consumption ... https://www.fastcompany.com/.../defining-the-sharing-economy-what-is-collaborative... May 27, 2015 - Collaborative Consumption: The reinvention of traditional market ... as it does, I believe the need to understand and hold true to what it is really ...
