The role of perceived consumer value dimensions in predicting behavioral intention toward car-sharing: An empirical study based on the extended technology acceptance model

Abstract

The sharing economy holds a significant promise for fostering a sustainable economy and society. However, the dimensions of consumer behavior remain largely untapped. This study employs the technology acceptance model as its principal methodological framework to intricately dissect consumer behavior within the context of car-sharing services. A novel examination of consumer-perceived functional, social, environmental, and situational values revealed how these factors affect the reception of car-sharing platforms. This study integrates privacy concern, highlighting their critical role in shaping consumer attitudes and usage intentions. Utilizing multiple structural equation modeling on responses from 395 valid questionnaires, this study rigorously tested the proposed hypotheses. The findings indicate a significant influence of perceived value on attitudes towards car-sharing services mediated by perceived ease of use and usefulness. Furthermore, this study underscores that both attitudes and privacy concern critically shape the intention to use car-sharing services. This study offers a comprehensive understanding of the factors influencing consumer behavior in the car sharing sector, providing valuable insights for both academic research and practical applications.