Developing an Attitudinal Model of Collaborative Consumption: Moderating Effects of Consumer Traits and Situational Factors

Collaborative consumption (CC) is a timely approach to consumer behavior. It includes consumption through sharing, borrowing, lending, and exchanging skills for goods. The objective of this concept abstract was to propose an attitudinal model for CC as it relates to fashion retail apps to illustrate the moderating effects of consumer traits and situational factors on the relationship of social media usage and gratification. The model incorporates Self-Determination Theory, which posits that motivations can be distinguished as intrinsic or in this case enjoyment and sustainability or extrinsic out comes, such as economic benefits and reputation. These motivations lead to attitude and ultimately CC. This model helps investigators: (1) understand if fashion is particularly amenable to CC; (2) research usage patterns more accurately; and (3) examine whether fashion consumers indeed show different behavior patterns that match the altruistic (sustainability) versus individualistic (economic benefits) motivations