An Examination Of Indian Consumers Intentions To Use Collaborative Consumption Sources

This study investigates factors that drive Indian consumers to use collaborative consumption-based services (CCS). Drawing on recent research on collaborative consumption in emerging markets, we test several motivating factors that have been shown to have an effect on behavioral intentions in other cultural contexts (e.g. trust, enjoyment, attitude towards CCS) as well as multiple under-researched factors (e.g., perceived sustainability, risk-taking tendencies, generosity and possessiveness). Results from PLS-SEM show that Trust, Enjoyment, Resource motivation, Generosity, Materialism and Sustainability influence Indian consumers' attitude towards CCS, and their intentions to use these services. Implications for theory and practice are discussed.<p></p>