A study about the relationship between perceived value and peer engagement of customer in sharing economy: The case Study in HCMC

Abstract

Recently, the sharing economy grows more and more rapidly which leads to the appearance of several services such as ridesharing application (Grab and Liber), tourism (Airbnb) and so on. Thanks to the development of the Internet, companies have a plentiful of opportunities in order to reach their customers. Besides that, it also helps to build a community among customers where they can exchange ideas, share information and belief about the brand. In sharing economy context, the customers who perceive benefits rather than money have a tendency to become more committed to die brand through interactions with their peers. In particular, these peer interactions include giving and seeking information as well as exchange opinion in then community. The goal of this research is to explore the relationship between components of Perceived Value and Peer Engagement of Customer in sharing economy as well as test then measurement scales. According to the theory of Perceived Value and Peer Engagement, the research team has come up with a theoretical model along with the scales of components. There are 50 respondents in a preliminary quantitative approach m order to evaluate the scale. Afterward, a formal quantitative approach with 488 participants was conducted so as to test scale and theoretical model. The results of the confirmation of the measurement model describe that the scales achieve acceptable reliability and qualified value, the Perceived Value includes Perceived Benefits. Perceived Risks, and Perceived Value. In addition, this research also examines the relationship between Perceived Value and Peer Engagement of Customer. Last but not least, the research group hopes that the results of this study will contribute to help the company build a plan to make their customers engage with each other in order to strengthen brand image and increase customer loyalty.