Open AccessValue Co-Creation in the Sharing Economy Platform: The Role of Ethical Perceptions
Author(s) -
Miharni Tjokrosaputro
Publication year - 2021
Publication title -
jurnal manajemen - fakultas ekonomi universitas tarumanagara/jurnal manajemen
Language(s) - English
Resource type - Journals
eISSN - 2549-8797
pISSN - 1410-3583
DOI - 10.24912/jm.v25i3.754
Subject(s) - sharing economy , perception , value (mathematics) , co creation , mediation , business , service dominant logic , marketing , service (business) , psychology , public relations , political science , computer science , machine learning , neuroscience , law
This study aims to determine the effects of consumer participation on value co-creation with consumers’ ethical perceptions as a mediation of the sharing economy platform in Indonesia. The research design used a quantitative method with a descriptive approach. The sampling technique used convenience sampling with 287 respondents. A questionnaire was utilized as the data collecting technique. SmartPLS was applied as the analysis tool. The results showed that consumer participation has a significant effect on ethical perceptions and value co-creation and ethical perceptions affect value co-creation significantly. Furthermore, this research proof that ethical perceptions mediate the positive relationship between value co-creation on the sharing economy platform in Indonesia. This research enrich and strengthen the role of consumer ethical perceptions and consumer participation in creating value co-creation that provides value for both consumers and service providers based on Service-Dominant Logic (Vargo and Lusch, 2008).