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عنوان فارسی مقاله:
زمانی که مصرف کنندگان مادی گرا به سیستم های اشتراک گذاری تجاری می پیوندند
عنوان انگلیسی مقاله:
When do materialistic consumers join commercial sharing systems
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
3. Study 1: Main effect of materialism
3.1. Objective Study 1 explores the basic premise that the consumer's materialism disposition attenuates the intention to participate in CSS. In particular, the aim of this study is to examine which sub-dimension of the materialism concept is relevant to understand the consumer's sharing willingness. Based on the prior discussion in Section 2, this research posits that a consumer's possessiveness disposition reduces his/her sharing tendency, whereas non-generosity is not a barrier to engage in CSS. 3.2. Sample CSS are predominantly attractive to young consumers who are open to innovative concepts (PwC, 2014). Study 1 therefore recruited a sample of 117 undergraduate students who filled in a paper-and-pencil questionnaire in spring of 2014. The mean age of the respondents is 22.8 years (SD = 2.39), and 55.6% of the respondents are male. 3.3. Measures 3.3.1. Sharing Two different approaches measure the respondent's sharing tendency. First, a five-item seven-point rating scale assesses the consumer's general willingness to share consumer goods by taking part in a CSS (M = 3.77, SD = 1.50, α = .89). This study adapts scales from previous studies (Wu, Chan, & Hwa, 2008; Wu, Lu, Wu, & Fu, 2012) to a sharing context (Appendix A). Second, Havas (2014) reveals that the consumers' willingness to share varies among industries, with high willingness for tools to low willingness for fashion. To control for domain-specific effects, a cover story informs the subjects about one of two fictional business models: a sharing system that offers tools (toolboxsharing.org) or a fashion sharing system (fashionsharing.org). The study uses the same items that measure the general sharing intention; only the words “do-it-yourself products” (M = 4.61, SD = 1.75, α = .93) and “fashion” (M = 1.87, SD = 1.16, α = .95), respectively, replace the word “consumer goods”. An exploratory factor analysis with all indicators of the reflective scales demonstrates discriminant validity of the dependent variables. Isolated factor analyses further show that the average variance extracted exceeds at least 70%. All factor loadings are above .75.
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