| Abstract [eng] |
113 pages (including annexes), 12 tables, 2 pictures, 156 references. The main purpose of this Master thesis is to reveal the influence of Y and Z generations consumers‘ perceived benefits and risks on the intention to use products in the sharing economy. The work consits of three main parts: analysis of literature, development of the research methodology, analysis of the empirical findings. The essence of the paper, the novelty and relevance of the topic are presented in the introduction. Thesis paper ends with conclusions and recommendations, references and annexes. Literature analysis presents the concept and business model of sharing economy, the advantages and disadvantages of collaborative consumption, the benefits and potencial risks of choosing products from the sharing ecocomy. The main advantages of sharing economy are economic, emotional, social and ecological value, while the disadvantages are reflected in the inconvenience caused to third parties, unethical communication between platform providers and service providers, discrimination, and unclear legal regulation. Also, participating in a sharing economy can pose privacy and security risks. The second part of literature analysis allows to identify characteristics of Y and Z generation consumers, which may influence their attitude to perceived benefits and risks on the intention to use products in the sharing economy. Considering the main characteristics of Y and Z generation consumers identity, personal characteristics which could shape their attitude to the benefits and risks when choosing the collaborative economy are technological literacy, materialism, sociality, search for innovation and social responsibility. The research methodology is described in detail: the aim of the research and the research model are presented, the variables are described, hypotheses are raised, the method and instrument of data collection are described, the choice of respondents and the limits of the research are explained. The research methodology is based on the advanced valance model. The main hypotheses include testing influences of perceived benefits and risks on the intetion to use products in the sharing economy also, the influence of personal Y and Z generations’ characteristics on the perceived benefits and risks from the sharing economy. Data is collected via online survey, using convenience sampling. The research tool (questionnaire) is developed using scales that have been sufficiently reliable in previous studies. Empirical analysis is performed based on 333 questionnaires. Data analysis allows to confirm that perceived economical and social benefits, also, perceived privacy and safety risks have influence on Y and Z generation consumers’ intention to use ,,Airbnb” services. Economical and social benefits have a positive effect, while privacy and safety risks have a negative effect on consumers’ intention. Also, it was confirmed that materialism, the search for innovation, sociality and technological literacy have influence on perceived benefits and risks. Moreover, technological literacy has a direct positive affect on consumers' intentions to use ,,Airbnb”. Conducted study allows to confirm that trust in a landlord directly affects consumers' intentions to use ,,Airbnb” and also acts as a moderator. Furthermore, it was confirmed that generation acts as a moderator between perceived benefits/risk and intention to use ,,Airbnb” services and the effect is bigger fo Y generation. Performed theoretical and empirical analysis allows to draw some managerial insights into how the obtained results could be used in the practical activities of shared economy platform ,,Airbnb”. Also, this analysis provides an additional overview to research on the drivers and barriers to the sharing economy. |
