How individualism–collectivism influences consumer responses to the sharing economy: Consociality and promotional type |
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Authors: | Shirley Mai Seth Ketron Jun Yang |
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Institution: | 1. Department of Marketing and Supply Chain Management, College of Business, East Carolina University, Greenville, North Carolina;2. Department of International Business and Marketing, College of Business Administration, California State Polytechnic University, Pomona, California;3. Department of Management, Bryan School of Business and Economics, University of North Carolina at Greensboro, Greensboro, North Carolina |
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Abstract: | With the explosion of online exchange of products, the sharing economy is experiencing ever-increasing growth. Despite the increasing popularity of lateral exchange market platforms as part of the sharing economy, research has not yet adequately investigated cultural effects on how consumers’ intentions to purchase products on these platforms. Using two studies, this paper examines whether consumers high in individualism versus consumers high in collectivism respond differently to platforms with low versus high consociality and how individualistic and collectivistic consumers respond differently to two types of promotions that relate to self-maximization. Findings in Study 1 indicated that consumers high in individualism (collectivism) have higher patronage intentions toward a platform low (high) in consociality. Findings in Study 2 suggested that in the presence of a promotion, collectivistic consumers respond comparably to promotional types across platforms, whereas individualistic consumers respond more positively to collective (individual) promotions when consociality is low (high). Further, felt commitment to others as a result of the consociality/promotional type relationship explains these effects. Theoretical and managerial implications are discussed. |
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Keywords: | consociality cross-cultural individualism–collectivism promotion sharing economy |
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