The Role of Social and Technological Predispositions in Participation in the Sharing Economy

Authors

Doreen E. Shanahan, Pepperdine University Graziadio School of BusinessFollow
Cristel A. Russell, Pepperdine University Graziadio School of BusinessFollow
Nelson Granados, Pepperdine University Graziadio School of BusinessFollow

Department(s)

Graziadio Business School

Document Type

Article

Version Deposited

Accepted manuscript

Publication Date

2023

Keywords

extraversion, peer-to-peer service, sharing economy, technology acceptance, technology proclivity, personality prediction

Abstract

This study contributes to the growing body of research on drivers of participation in the sharing economy. We extend the well-established technology acceptance model and include layers of personality architecture related to the social nature of these markets (extraversion) and their technology intermediation (technology proclivity). Findings from a cross-sectional survey (n = 292) show that extraversion is related directly to the intention to use sharing economy applications, such as in-home gig services, and related indirectly to likelihood to use these technologies and to engage as a provider of such services, through technology proclivity and the technology’s perceived usefulness.

Publication Title

Journal of Marketing Development and Competitiveness

DOI

doi.org/10.33423/jmdc.v17i3.6481

Comments

Publication can be accessed at this link: https://doi.org/10.33423/jmdc.v17i3.6481

Recommended Citation

Shanahan, D. E., Russell, C. A., and Granados, N. F. (2023). The role of social and technological predispositions in participation in the sharing economy. Journal of Marketing Development and Competitiveness. ahead of print. doi.org/10.33423/jmdc.v17i3.6481