What is the motivation for using the Sharing Economy?: Interaction effect of psychological ownership motivation

Abstract

This study aimed to identify the motivation of using sharing economy services and determine differences in the three types of sharing economy services: Airbnb, Socar and Project Anne. As a result of analysis, four consumption values as the motivation to participate in the sharing economy had significant differences and interaction effect of psychological ownership motivation had discrepancies in terms of sharing economy types. Based on empirical evidences, this study has meaningful impacts with regard to understanding the consumption values that affect intention to use the sharing economy, identifying differences in motivation based on types of sharing economy services, and suggesting interaction effect of psychological ownership motivation in the marketing field. © Rushing Water Publishers Ltd. 2019.