| Abstract [eng] |
The aim of this study is to assess the impact of factors service providers reputation and service price perception which focuses on the service pricing strategies and fairness and how they affect the attitude of consumers toward the use of the sharing economy services. The Master thesis consist of three main parts; the analysis of literature, methodology for the study, research and the results and the conclusion and recommendations have made been made after. Literature analysis reviews the concept and nature of the industry, sharing economy, the human intention behaviour through theories like Theory of Planned Behaviour, Social Network Theory and Technology Acceptance Model. These theories analyze the general behaviour of consumption online or offline followed by analysis of different factors affecting consumers intention to consume. The methodology is then carried out based on the modified Model of theory of planned behaviour. The main hypotheses include testing impacts of reputation and price perception on attitude, attitude on consumers intention and the moderating factors on consumers’ attitude. Data is then collected via online survey using convenience sampling. Empirical analysis is performed based on 176 questionnaires. The structure of the respondents’ structure include gender, male and female, age groups less than 18, 18-25, 26-35, and over 35. The first test was the reliability of the scales used and it was proved by a Cronbach’s Alpha coefficient that was over 0.7 that the scales were consistent and further analysis is conducted through the Pearson correlation and Moderation tests through Process by Andrew F. Hayes are carried out. The analysis confirmed a strong impact of the chosen determinants, reputation and price perception on the consumers attitude and intention to use. However, moderating factors, effort expectancy, social experience, site use familiarity and trust in other users had no influence on the relationship between attitude and intention to use ridesharing services. Performed theoretical and empirical analysis allows to develop conclusion and recommendations. The most important element includes research-based confirmation that service providers reputation and price perception have impact on consumers attitude towards the use of ridesharing sites which impacts their intention to use ridesharing services. |
