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DETERMINANTS OF SATISFACTION AND VALUE CO-CREATION THROUGH SHARING ECONOMY PLATFORMS: EXPLORING THE ATTITUDES OF GENERATION Z
Marina Perišić Prodan
orcid.org/0000-0003-1954-4481
; Sveučilište u Rijeci Fakultet za menadžment u turizmu i ugostiteljstvu Primorska 46, p.p. 97, 51410 Opatija, Hrvatska
Sažetak
Numerous innovations in the field of information and communication technology in the past decade have influenced the accelerated development of the sharing economy. Business models of the sharing economy, based on digital platforms, are characterized as triadic, where intermediaries connect providers and users of services through digital channels and thus enable the value co-creation. Considering the increasing importance that younger generations have in the use of modern technologies, the purpose of this paper is to investigate the key determinants of satisfaction and value co-creation through sharing economy platforms among members of generation Z. Empirical research was conducted using a survey method on a sample of 483 members of generation Z, users of sharing economy platforms. Univariate and multivariate statistical methods were used in data processing and hypothesis testing. The research results show that attitudinal participation, actionable participation and commitment to sharing economy platforms have a statistically significant effect on user satisfaction, however informational participation in the activities of these platforms on customer satisfaction was found to be insignificant. The research results also suggest that customer satisfaction has a statistically significant and positive impact on value co-creation intentions. Within this study, it is possible to supplement knowledge in the field of consumer behavior with a special emphasis on the segment of young consumers, i.e., generation Z. Also, by understanding these determinants, it is possible to optimize digital marketing strategies to encourage participation in sharing economy activities.
Ključne riječi
informational participation; actionable participation; attitudinal participation; commitment; satisfaction; value co-creation; generation Z
Hrčak ID:
328991
URI
Datum izdavanja:
6.3.2025.
Posjeta: 505 *