A Configurational Analysis of the Causes of Consumer Indirect Misbehaviors in Access-Based Consumption
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ORIGINAL PAPER
A Configurational Analysis of the Causes of Consumer Indirect Misbehaviors in Access‑Based Consumption Xiao‑Ling Jin1 · Zhongyun Zhou2 · Yiwei Tian1 Received: 18 May 2020 / Accepted: 26 September 2020 © Springer Nature B.V. 2020
Abstract Consumer indirect misbehavior in access-based consumption is a significant challenge for enterprises. The literature is in short of a deep understanding of the antecedent conditions of consumer indirect misbehavior in this context and limited by inconsistent findings, calling for developing a holistic and integrative theoretical framework. This study integrates three commonly used theoretical perspectives in the consumer misbehavior literature (i.e., deterrence, rational decision-making, and ethical decision-making) to present holistic archetypes of consumer indirect misbehavior formation. In accordance with this theoretical objective, we adopted an emerging approach for configurational analysis, i.e., fuzzy-set qualitative comparative analysis (fsQCA), to analyze the complex combinations of six influencing factors. We collected data using a scenario-based field survey of 264 experienced consumers of a popular bike-sharing service in China. The scenarios were developed based on relevant literature and a Delphi study. The fsQCA results reveal multiple configurations for high and low levels of consumer misbehavior intention. Specifically, perceived benefits and moral definition play important roles, while the effect of sanctions is highly dependent on other factors. These results lead us to derive three theoretical propositions for antecedent conditions leading to consumers’ indirect misbehavior intentions in access-based consumption. This study enriches our understanding of the causes of misbehavior and provides novel insights for management practitioners to take appropriate countermeasures. Keywords Access-based consumption · Consumer indirect misbehavior · Configurational approach · Fuzzy-set qualitative comparative analysis · Deterrence · Rational decision-making · Ethical decision-making
Introduction Recent years have witnessed the rise of a new consumption model named access-based consumption, which is very different from the traditional ownership consumption wherein consumers have to gain ownership of a product to use it. In access-based consumption, rather than buying and owning * Zhongyun Zhou [email protected] Xiao‑Ling Jin [email protected] Yiwei Tian [email protected] 1
Information Management Department, School of Management, Shanghai University, 599 Shangda Road, Shanghai, China
Department of Management Science and Engineering, School of Economics and Management, Tongji University, 1500 Siping Road, Shanghai, China
2
things, consumers get access to a product, physical facility, network, labor, or space within the prescribed time based on access-based payments (Bardhi and Eckhardt 2012; Lawson et al. 2016; Schaefers et al. 2016a). Examples include car- and bike-sharing services (e.g., Zipcar and Mobike), and online borrowing pla
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