Consumers’ Resistance Behavior Toward New Sharing Service: A Case of Scooter-sharing Service

Abstract

In the past few years the sharing economy has become a popular business model in the world However there still have many people have not used sharing services Therefore this study uses Innovation Resistance Theory proposed by Ram and Sheth (1989) to explore why consumers resist adopting sharing services In Taiwan we have the highest density of scooters in the world It is worth discussing whether Taiwanese people can accept transportation-sharing service especially in scooter-sharing service We choose WeMo Scooter and Lockists as our representatives of the scooter-sharing service and also to discuss whether there are different results between the B2C and C2C sharing platforms in our study Moreover much research said that trust plays an important role in sharing economy (Botsman & Rogers 2010b; Hawlitschek Teubner & Weinhardt 2016) Thus we also discuss the influence of trust in our research model This study uses survey research to examine our hypotheses We totally collected 839 valid questionnaires and the research results are concluded as follows First Value barrier risk barrier and tradition barrier have a positive influence on consumers’ resistance behavior to adopt the sharing service However usage barrier and image barrier do not have a significant influences on it Second trust has a negative influence on consumers’ resistance behavior to adopt the sharing service Last Trust has no interacting effect on the relationship between risk barrier and consumers’ resistance behavior to adopt the sharing service in this study Marketers work in the company of sharing service can use the findings from this study for their marketing strategy

Date of Award	2020
Original language	English
Supervisor	Meng-Kuan Lai (Supervisor)