How Are Material Values and Voluntary Simplicity Lifestyle Related to Attitudes and Intentions toward Commercial Sharing during the COVID-19 Pandemic? Evidence from Japan
How Are Material Values and Voluntary Simplicity Lifestyle Related to Attitudes and Intentions toward Commercial Sharing during the COVID-19 Pandemic? Evidence from Japan
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DOI：
10.3390/su14137812
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发表时间：
2022-06
期刊：
影响因子：
3.9
通讯作者：
Kyung-Tae Lee
中科院分区：
文献类型：
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作者：
Kyung-Tae Lee
本文试图阐明在COVID-19大流行期间，物质价值观（MV）和自愿简单生活方式（VSL）与日本消费者对商业分享的态度和意图之间的关系。本文通过使用两步结构方程模型（SEM）方法分析在日本大流行期间从没有商业共享经验的人收集的数据（n = 750），得出以下结果。(1)MV对态度有积极的影响。(2)VSL分为“简单性”、“长期使用”和“计划购买”。(3)简单性和计划性购买与MV呈负相关，但长期使用与MV无显著相关。(4)简单和长期使用会显著影响态度，而计划购买则不会。(5)态度和主观规范对意图有正向影响。因此，两个相互冲突的消费取向，MV和VSL，积极影响消费者对商业共享在流行病背景下的反应。作者认为，尽管目前存在COVID-19大流行的负面影响，但共享经济仍然可以通过吸引不同价值观和生活方式的人们，为增强可持续发展和缓解技术不平等做出贡献。
This paper attempts to elucidate how material values (MV) and voluntary simplicity lifestyle (VSL) are related to Japanese consumers’ attitudes and intentions toward commercial sharing during the COVID-19 pandemic. This paper provides the following findings by employing the two-step structural equation modeling (SEM) approach to analyze the data (n = 750) collected in Japan during the pandemic from people with no experience in commercial sharing. (1) MV has a positive effect on attitudes. (2) VSL is divided into “simplicity,” “long-term usage,” and “planned buying.” (3) Simplicity and planned buying are negatively related to MV, but long-term usage is not significantly related to MV. (4) Simplicity and long-term usage significantly affect attitudes, whereas planned buying does not. (5) Attitudes and subjective norms have positive effects on intentions. Consequently, two conflicting consumption orientations, MV and VSL, positively affect consumers’ responses toward commercial sharing in a pandemic context. The author suggests that although the negative impact of the COVID-19 pandemic exists now, the sharing economy can still contribute to enhancing sustainability and alleviating technological inequality by attracting people with different values and lifestyles.