SHARE MORE, DRIVE LESS: MILLENNIALS VALUE PERCEPTION & BEHAVIORAL INTENT IN USING COLLABORATIVE CONSUMPTION SERVICES

Abstract

Purpose: The purpose ofthis study is to understand Pakistani consumers’ attitude towards CC and which factors urges them to use this concept in their daily routine of lives in different forms (apparel, books, appliances, and vehicles). Methodology & Design: In regards to research design, there are two major types comprising correlational design and causal design. The correlational design aims to highlight relationship and association between theoretically linked variables. Therefore, Partial Least Square (PLS) has been used in the study. Findings: The results show that each independent variable of perceived value has positive impact on consumers’ attitude towards CC which is the dependent variable, because each of them have Sig. P value less than 0.05. Limitations: The study's findings were limited to collaborating customers only, as it is impossible to anticipate the consumer's impulsive conduct in every business. Recommendations: The findings may help managers engage young consumers more successfully from a management standpoint. Managers may be able to better grasp the attitudes of young customers and approach them in a more appropriate manner.