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Drivers and impediments of consumer participation in the sharing economy : a South African perspective
Thesis (MCom)--Stellenbosch University, 2020.
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Stellenbosch : Stellenbosch University
2020
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| _version_ | 1867614134209609728 |
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| access_status_str | Open Access |
| author | Ivankovic, Kelvin Wade |
| author2 | Human, Gert |
| author_browse | Human, Gert Ivankovic, Kelvin Wade |
| author_facet | Human, Gert Ivankovic, Kelvin Wade |
| author_sort | Ivankovic, Kelvin Wade |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description | Thesis (MCom)--Stellenbosch University, 2020. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/109408 |
| institution | Stellenbosch University (South Africa) |
| language | en_ZA |
| last_indexed | 2026-06-10T12:47:12.516Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/109408 Drivers and impediments of consumer participation in the sharing economy : a South African perspective Ivankovic, Kelvin Wade Human, Gert Stellenbosch University. Faculty of Economic and Management Sciences. Dept of Business Management Consumption (Economics) -- South Africa Consumer behavior -- South Africa UCTD Thesis (MCom)--Stellenbosch University, 2020. ENGLISH SUMMARY: Around the world, new peer-to-peer (P2P) businesses, operating in what is mostly referred to as the sharing economy (SE), are gaining widespread popularity amongst consumers. The size and scale of SE platforms such as Uber and Airbnb now rival, or even surpass, some of the largest businesses in hospitality, transport, and several other sectors. Despite the significance of the SE, limited research has been conducted on the factors influencing consumers’ use of SE platforms, especially in developing regions such as South Africa. This study aimed to examine drivers and impediments of consumer participation in the SE in a South African context. A theoretical framework, integrating the technology acceptance model (TAM), the theory of planned behaviour (TPB), self-determination theory, goal-framing theory and the unified theory of acceptance and use of technology (UTAUT), was developed and tested for the Uber (P2P transport) and Airbnb (P2P accommodation) SE platforms. Several perceived benefits (that is, economic, social, environmental, convenience and enjoyment), and perceived risks (that is, performance, physical and privacy) were incorporated in the framework. The theoretical framework also included several moderation and mediation effects. An explanatory sequential mixed methods study was undertaken, and both quantitative and qualitative data were collected and analysed to address the research questions, aims and objectives. First, quantitative data were collected using a cross-sectional survey. A final sample of 684 responses was realised, comprising 400 respondents for Uber and 284 for Airbnb. All participants were South African Gen Z and Gen Y.1 consumers with prior experience using the Uber and Airbnb SE platforms. The PLS-SEM technique was used to assess the theoretical framework, and several drivers and impediments of consumer participation were confirmed for each platform. The SEM analysis, using SmartPLS 3, uncovered that motives for using Uber and Airbnb are both intrinsic and extrinsic. For intrinsic benefits, enjoyment was identified as an important motive in both samples, and convenience was identified as an extrinsic benefit for both Uber and Airbnb. Economic benefits were identified as an extrinsic benefit solely for Airbnb. Perceived usefulness and perceived ease of use also proved to be important determinants of consumer attitudes and behavioural intentions in both the Uber and Airbnb samples. For perceived risks, physical risk directly influenced consumer attitudes in the Uber sample, but not in the Airbnb sample. However, further investigation indicated that physical risk indirectly influenced consumer attitudes, via platform trust, in both the Uber and Airbnb samples. During the PLS-SEM analysis, mediation effects were identified for the perceived ease of use, perceived usefulness and platform trust variables. This study also examined the moderating effects of age, gender and frequency of use on users’ attitudes and behavioural intentions. Several significant moderation effects were identified for the Airbnb sample (that is, the moderation effects of age, gender and frequency of use). Only one significant result was obtained for Uber (that is, the moderation effect of frequency of use). Qualitative research was then conducted to explain the quantitative research findings. Four focus group discussions were held with between five to seven participants in each (22 participants). Two discussions focused on Uber and two on Airbnb. The thematic analysis, using NVivo 12, confirmed the results obtained in quantitative research. This study contributes to the SE literature on the drivers and impediments of South African Gen Z and Gen Y.1 consumers’ use of the Uber and Airbnb SE platforms. Based on the research findings, it is recommended that practitioners promote the drivers (enjoyment, convenience, economic benefits, perceived ease of use, perceived usefulness and platform trust) and reduce the deterrent (physical risk) of consumer participation in the SE to attract more consumers. It is also recommended that further research is conducted on South African consumers’ engagement in the SE by focusing on different SE platforms, consumer cohorts and geographic regions. The theoretical framework developed for this study may assist researchers seeking to conduct further theoretical and empirical exploration of the SE in the South African context. Although this study was limited in the geographic scope, target population, variables, analysis techniques and SE platforms, the research findings can still contribute meaningfully to this field of study. AFRIKAANSE OPSOMMING: Regoor die wêreld is nuwe portuur-tot-eweknie-ondernemings (P2P), wat in die sogenaamde deel-ekonomie (SE) bedrywig is, besig om gewild te word onder verbruikers. Die deel-ekonomie groei vining en die omvang van kommersiële delingskemas soos Uber en Airbnb is nou van die grootste besighede in gasvryheid, vervoer en verskeie ander sektore. Ondanks die belangstelling in die opkoms van die deel-ekonomie, is daar beperkte navorsing oor die faktore wat verbruikers se betrokkenheid by kommersiële delingskemas beïnvloed, veral in ontwikkelende streke soos Suid-Afrika. Hierdie studie het ten doel gehad om motiverende en inhiberende faktore van verbruikersdeelname aan die deel-ekonomie in 'n Suid-Afrikaanse konteks te ondersoek. 'n Teoretiese raamwerk is ontwikkel deur die tegnologie-aanvaardingsmodel (TAM), die teorie van beplande gedrag (TPB), selfbeskikkingsteorie, doelstellingsteorie en die saambindende teorie vir die aanvaarding en gebruik van tegnologie (UTAUT) te ïntegreer en te toets op die deelplatforms Uber (rydeling) en Airbnb (eweknie-akkommodasie). Verskeie waargenome voordele (dit wil sê, ekonomiese voordele, sosiale voordele, omgewingsbewustheid, gemak en genot) en waargenome risiko's (dit wil sê, prestasierisiko, fisieke risiko en privaatheidsrisiko) is in die raamwerk opgeneem. Die teoretiese raamwerk het ook verskillende modererings en bemiddelingseffekte ingesluit. 'n Verklarende sekwensiële gemengdemetodestudie is onderneem, en beide kwantitatiewe en kwalitatiewe data is versamel en ontleed om die navorsingsvrae en doelstellings aan te spreek. Eerstens is kwantitatiewe data ingesamel in 'n deursnee-opname. 'n Finale steekproef van 684 respondente is gerealiseer, waarvan 400 vir Uber en 284 vir Airbnb was. Al die deelnemers was Suid-Afrikaanse Gen Z- en Gen Y.1-verbruikers met vorige ervaring van die gebruik van die Uber en Airbnb deel-ekonomie platforms. Die PLS-SEM-tegniek is gebruik om die teoretiese raamwerk te beoordeel, en verskeie motiverende en belemmeringsfaktore van verbruikersdeelname is vir elke platform bevestig. Die SEM-analise, met behulp van SmartPLS 3, het onthul dat motiewe vir die gebruik van Uber en Airbnb beide intrinsiek en ekstrinsiek is. Vir intrinsieke voordele is genot geïdentifiseer as 'n belangrike motief in albei monsters, tewyl gemak as 'n ekstrinsieke voordeel vir beide Uber en Airbnb geïdentifiseer is. Ekonomiese voordele is geïdentifiseer as ekstrinsieke voordele vir slegs Airbnb. Waargenome bruikbaarheid en waargenome gebruiksgemak het ook geblyk belangrike indikatore van verbruikersgesindhede en gedragsbedoelings in albei die Uber- en Airbnb-steekproewe te wees. Vir waargenome risiko's het fisieke risiko 'n direkte invloed op verbruikersgesindhede in die Uber-steekproef gehad, maar nie in die Airbnb-steekproef nie. Verdere ondersoek het egter aangedui dat fisieke risiko 'n indirekte invloed op verbruikersgesindhede via platformvertroue in albei die Uber- en Airbnb-monsters gehad het. Tydens die PLS-SEM-analise is bemiddelingseffekte geïdentifiseer vir die waargenome gemak van gebruik, waargenome bruikbaarheid en platformvertroue. Hierdie studie het ook die modereringsgevolge van ouderdom, geslag en gebruiksfrekwensie op verbruikers se houdings- en gedragsintensies ondersoek. Alhoewel verskeie belangrike modereringseffekte vir die Airbnb-steekproef geïdentifiseer is (dit wil sê, die modereringseffekte van ouderdom, geslag en gebruiksfrekwensie), is slegs een betekenisvolle resultaat vir Uber verkry (dit wil sê, die modereringseffek van frekwensie van gebruik). Die tweede, kwalitatitewe fase van die navorsing was ‘n opvolg om die kwantitatiewe navorsingsbevindinge te help verklaar. Vier fokusgroepgesprekke is gehou met tussen vyf en sewe deelnemers in elk (22 deelnemers). Twee besprekings het gefokus op Uber, en twee op Airbnb. Die tematiese analise, uitgevoer met behulp van NVivo 12, het die resultate wat in kwantitatiewe navorsing verkry is, bevestig. Hierdie studie dra by tot die SE-literatuur oor die motiverende en belemmeringsfaktore wat 'n rol speel in Suid-Afrikaanse Gen Z- en Gen Y.1-verbruikers se deelname aan die Uber en Airbnb deel-ekonomie platforms. Op grond van die navorsingsbevindinge word aanbeveel dat praktisyns die motiverende faktore (genot, gemak, ekonomiese voordele, waargenome gebruiksgemak, waargenome bruikbaarheid en platformvertroue) bevorder en die afskrikmiddel (fisieke risiko) van verbruikersdeelname in die deel-ekonomie verminder om meer verbruikers aan te trek. Daar word ook aanbeveel dat verdere navorsing gedoen word oor Suid-Afrikaanse verbruikers se betrokkenheid by die deel-ekonomie deur te fokus op verskillende deel-ekonomie platforms, verbruikerskohorte en geografiese streke. Die teoretiese raamwerk wat vir hierdie studie ontwikkel is, kan dien as 'n basis vir navorsers om verdere teoretiese en empiriese verkenning van die deel-ekonomie in die Suid-Afrikaanse konteks uit te voer. Alhoewel hierdie studie beperk was in die geografiese omvang, teikenpopulasie, veranderlikes, ontledingstegnieke en SE-platforms, kan die navorsingsbevindinge steeds sinvol tot hierdie studieveld bydra. Masters 2020-06-28T22:15:39Z 2021-02-01T07:54:02Z 2020-06-28T22:15:39Z 2021-02-01T07:54:02Z 2020-12 Thesis http://hdl.handle.net/10019.1/109408 en_ZA Stellenbosch University xxiv, 388 pages : illustrations, includes annexures application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Consumption (Economics) -- South Africa Consumer behavior -- South Africa UCTD Ivankovic, Kelvin Wade Drivers and impediments of consumer participation in the sharing economy : a South African perspective |
| title | Drivers and impediments of consumer participation in the sharing economy : a South African perspective |
| title_full | Drivers and impediments of consumer participation in the sharing economy : a South African perspective |
| title_fullStr | Drivers and impediments of consumer participation in the sharing economy : a South African perspective |
| title_full_unstemmed | Drivers and impediments of consumer participation in the sharing economy : a South African perspective |
| title_short | Drivers and impediments of consumer participation in the sharing economy : a South African perspective |
| title_sort | drivers and impediments of consumer participation in the sharing economy a south african perspective |
| topic | Consumption (Economics) -- South Africa Consumer behavior -- South Africa UCTD |
| url | http://hdl.handle.net/10019.1/109408 |
| work_keys_str_mv | AT ivankovickelvinwade driversandimpedimentsofconsumerparticipationinthesharingeconomyasouthafricanperspective |