What drives consumers towards shared luxury services? A comparison of sequential versus simultaneous sharing
研究基于803名消费者的调查数据，分析享乐主义、环保意识、隐私风险等动机如何影响消费者对同时共享和顺序共享两种奢侈品服务的态度和购买意愿。
This study extends the nascent literature on luxury services and shared luxury by delving into how consumers are drawn to shared luxury services (SLS). Through a multigroup analysis on survey data from 803 consumers, we investigate whether diverse motivations affect consumers’ attitude and purchase intentions towards two different types of SLS reflecting different levels of sharing, namely simultaneous (i.e., when they are consumed in the presence of others – high sharing) and sequential (i.e., when they are consumed successively, without the concurrent presence of others – low sharing). Hedonism and environmental consciousness emerge as the main drivers of consumers’ attitudes towards both forms of SLS. Additionally, perceived privacy risk, need for uniqueness and bandwagon effect appear to drive consumers’ attitude towards simultaneous luxury. Overall, our findings advance knowledge vis-à-vis the changing nature of luxury services by highlighting the role of sharing level in shaping consumers’ attitudes towards sharing economy offerings.