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The influence of Trust to Purchase Decision Involvement on Collaborative Consumption with Usefulness of Online Sharing Review as Intermediaries

Annisa Nabila, Reza Ashari Nasution

Abstract


Abstract. Background: In recent years, collaborative consumption has become a new trend in a business world. How people let everyone has the access of their assets to strangers sometimes might lead to trust issues. Through the creation of online review the collaborative consumption company has tried to conquer the issue since online review categorized as one of the powerful key resources for customer to consider on their purchase decision involvement. Purpose: This study expected to analyze the influence of trust and usefulness of online sharing review to the customers purchase decision involvement in the context of collaborative consumptionn platforms. Methods: As collaborative consumption, Airbnb has chosen as the object of this research. The data from this research will be gained by distributing an online questionnaire to its user in Java Island. The questionnaire will involve 400 respondents and the data will be analyzed using quantitative method by partial least square – structural equation modelling and sobel test is needed to check the mediating relationship for usefulness of online sharing review.Findings: This study reflects that trust has a positive correlation to purchase decision and usefulness of online sharing review has an important mediating role in this case. Originality/value: This research can facilitate the collaborative consumption platforms by the understanding on how important the online review written in the platforms for the customers purchase decision involvement.

Keywords: Collaborative Consumption; Trust; Usefulness of Online Sharing Review; Purchase Decision Involvement

 


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