O meu, o seu, o nosso: a influência do materialismo e da confiança sobre a atitude e a intenção comportamental de consumo colaborativo

Abstract

The constant evolution of society has brought, for the 21st century, changes that influence the way people see the world and, consequently, their forms of behavior and consumption. In this context, collaborative consumption has emerged from sharing practices, commercial loans, rents and exchanges through information and communication technologies. This research focuses on collaborative consumption through the sharing of tangible assets in online platforms, where unknown people use the online platform as a means to access goods without owning them. Thus, this research aims to analyze the influence of materialism in attitude and the influence of trust in the relationship between attitude and behavioral intention in collaborative non-ownership consumption through online platforms with students of the course of Administration of Universities of Fortaleza. Classified as a quantitative, this research was based on descriptive statistics, exploratory factorial analysis, confirmatory factorial analysis and structural equation modeling. The main research findings were that: attitude has a strong positive effect on behavioral intention, materialism has a positive effect on attitude and trust in strangers has a strong positive effect on behavioral intention toward collaborative non-ownership consumption in online platforms, but without the moderator effect as we thought. The findings go against common sense and contribute, both with a new theoretical model for the collaborative non-ownership consumption, and for companies to use materialism and trust as potentiators of this form of consumption.