Sharing economy perspective on an integrative framework of the NAM and TPB

By Y. Kim, Eunju Woo, Jang-Hyeon Nam. International Journal of Hospitality Management, 2018

134 citations recorded by the source corpus.

Abstract The study adopts the concept of the sharing economy to investigate sharing services in the service industries by examining an integrative framework made up of the Norm Activation Model (NAM) and the Theory of Planned Behavior (TPB), along with awareness of the sharing economy, for evaluating intentions to use sharing services. Results from a survey of 344 respondents were analyzed using structural equation modeling. The study’s findings reveal that, with the exception of the direct effect of awareness of the sharing economy on the intention to use sharing services, the underlying dimensions have a significant effect on consumers’ intention to use sharing services. Implications for future research and marketing strategies for sharing services are discussed.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/bf590b96157b9b66b690cbf419614cb882bf73da

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Citations in the corpus

Predicting the revisit intention of volunteer tourists using the merged model between the theory of planned behavior and norm activation model (2020, background): “Proposed by Schwartz (1977), NAM is created from a prosocial perspective.”