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Purchase intention of access-based consumption services : An empirical study on motivational drivers, and brand equity’s moderating role

Nor, Håkon Sund; Kirchhoff, Mattias Remme
Master thesis
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Preliminary collaborative consumption.pdf (677.4Kb)
URI
http://hdl.handle.net/11250/2484413
Date
2017
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  • Master of Science [1116]
Abstract
With the rise of the sharing economy, a number of terms have spurred to describe

the services offered from firms such as Airbnb, HomeExchange and

Couchsurfing. Access-based consumption describes these services, where

transactions can be marked mediated but where no transfer of ownership takes

place. Using a set of established drivers from literature on access-based

consumption, we measure the effects of economic benefits, consumer symbolism,

and trust on purchase intention of access-based accommodation services, and the

moderating effect of brand equity. Our analyses show that the proposed drivers

each have a significant effect on purchase intention. Past purchase was also found

to be a significant driver and was therefore included in our analyses. Furthermore,

we establish that past purchase, economic benefits, and consumer symbolism are

significantly different dependent on brand equity condition. We test and find that

economic benefits and past purchase are moderated by brand equity. We provide a

discussion of the results and corresponding implications.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Publisher
BI Norwegian Business School

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