FACTORS INHIBITING THE INTENTION TO USE SHARING ECONOMY IN VIETNAM

Abstract

The growth of the sharing economy is driven by the development of technology, reduced environmental impact and changing attitudes towards product ownership. Although the sharing economy is growing globally because of the benefits it brings. However, it also encounters many difficult situations related to user adoption and usage. Previous studies have focused on looking at the motivations of the sharing economy, and few quantitative studies have examined the factors that inhibit the development of the sharing economy. Addressing the gap, this study extends the innovation resistance theory (IRT) to examine barriers to positive purchase intentions toward sharing economy. A mixed-method research design with open essays and cross-sectional data of 471 users with an interest in the sharing economy, was used to test the proposed model. The findings show that usage barriers, value barriers, privacy risks, security risks and traditional barriers negatively affect purchase intention toward sharing economy. Meanwhile, image barriers do not have any effect on purchase intention. The study presents different implications for practitioners and researchers.