Graziadio Business School
extraversion, peer-to-peer service, sharing economy, technology acceptance, technology proclivity, personality prediction
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.
Journal of Marketing Development and Competitiveness
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