Determinants of participation in collaborative fashion consumption - provider perspectives

• Autorzy: Michalak Szymon , Bartkowiak Paweł , Ankiel Magdalena , Olejniczak Tomasz , Stachwiak-Krzyżan Magda

Identyfikatory

DOI

10.29119/1641-3466.2022.158.27

• Języki publikacji: EN

Abstrakty

EN

Purpose: The development of digital technology is one of the most important factors driving changes in consumer behavior in the 21st century. Today, the sharing economy covers more and more areas of consumers' daily lives. Using online apps to exchange, sell, buy or rent clothes has become one of the most popular ways of consuming fashion around the world. The main objective of this paper is to assess the importance and estimate the impact of the determinants (motives and unpleasant user experience) of providers' engagement in collaborative fashion consumption (CFC). Design/methodology/approach: The study was conducted using an online survey with 420 respondents in Poland - users (providers) of CFC platforms. A confirmatory factor analysis (CFA) and structural equation model (SEM) was performed using AMOS 21.0 version. The conducted research allowed to identify the importance and to determine the influence of examined factors on attitudes toward CFCs and willingness to use CFC apps in the future. Findings: Economic motives did not outperform non-economic motives to participate as a provider in CFC. Pragmatic motives were by far the most important determinants of fashion sharing. Environmental factors are an important reason for providers to participate in CFC but they may not be a direct motivation for CC participation. Social motives recorded the lowest average importance rating in the context of participation in CFC. Unpleasant user experience negatively influence both the attitudes toward using CFC apps and the willingness to use them in the future Research limitations/implications: The research was conducted only on Polish users, so due to cultural differences, the meaning and impact of the motives of using these apps may be different in other countries. Due to the method of sampling and sample size, the results cannot be treated as representative for the population of Polish users of CFC platforms. Future research could include conducting cross-country research and one may attempt to broaden the scope to include other categories of motives. Future research could also extend the scope of unpleasant user experience with other factors. Practical implications: The results of research on the motives of users' use of CFC apps should be useful for enterprises in the context of designing activities in the field of marketing communication. Originality/value: The paper fills a research gap in the field of research on the determinants of polish providers' engagement in collaborative fashion consumption (CFC).

Słowa kluczowe

EN

sharing economy; collaborative fashion consumption; CFC; consumer behavior; motives; structural equation model; SEM; sustainable consumption

PL

ekonomia współdzielenia; wspólna konsumpcja mody; CFC; zachowania konsumentów; motywy; model równań strukturalnych; SEM; zrównoważona konsumpcja

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2022
• Tom: z. 158
• Strony: 413--442
• Opis fizyczny: Bibliogr. 110 poz.

Twórcy

autor

Michalak Szymon

• Poznań University of Economics and Business, Department of Product Marketing

• https://orcid.org/0000-0003-2874-7694

autor

Bartkowiak Paweł

• Poznań University of Economics and Business, Department of Product Marketing

• https://orcid.org/0000-0001-9330-756X

autor

Ankiel Magdalena

• Poznań University of Economics and Business, Department of Product Marketing

• https://orcid.org/0000-0003-2594-1600

autor

Olejniczak Tomasz

• Poznań University of Economics and Business, Department of Product Marketing

• https://orcid.org/0000-0001-7254-4961

autor

Stachwiak-Krzyżan Magda

• Poznań University of Economics and Business, Department of Product Marketing

• https://orcid.org/0000-0002-4093-2238

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Uwagi

PL

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).