Based on my discussion, I can conclude that users of sharing economy platforms perceive benefits attributed to the platform as substantial driver of their participation intention. Interestingly, users of sharing economy platforms perceive social-hedonic factors such as enjoyment as being the driving force behind their participation intention. Therefore, promotional activities should highlight the enjoyable aspect of participating in sharing economy platforms. Further, instrumental, and normative motivations are considered to be of importance as well but not as important as social-hedonic factors. Therefore, it is important for sharing economy platforms to reinforce and create a sense of awareness that sharing economy platforms are a convenient and sustainable mode of consumption Interestingly, users to not perceive risks as being a substantial component of their intention to participate in this case. Especially, considering the COVID-19 pandemic, one would expect, that users would perceive them as more omnipotent. Taking this into account, it is advisable for sharing economy platforms to allocate their budget towards the advantages of using their services. Furthermore, trust in the sharing economy platform was shown to not have a direct effect on the intention to participate, but to be indirectly involved as it enhances associated benefits and reduces associated risks. Therefore, I recommend sharing economy platforms to continuously focus on building a trustful relationship to its stakeholders by communicating efficiently.
My suggested research model has shown a moderate level of predictive power and therefore future research models should include qualitative analysis in a greater scale to capture all instances of possible benefits and risks and therefore increase its accuracy. Further, my suggested research model provides sharing economy platforms with a useful tool to assess where customers’ values are placed and
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therefore enables them to effectively design and market their business model. More so, the results of this thesis provide an example on how PLS-SEM and academic literature can be used to facilitate market research. Lastly, as the results of this thesis differ in regard to the perceived risks, in comparison to prior academic research, this thesis encourages scholars to further empirically explore which factors inhibit the user’s intention to participate.
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