Drivers of the Sharing Economy That Affect Consumers’ Usage Behavior: Moderation of Perceived Risk

In the access to peer-to-peer sharing of goods and services through a technology platform, which is known as economy, there no consensus on factors that motivate consumers. This study aimed investigate moderating effect perceived risk consumers’ participation in economy developing country. Following quantitative approach, survey was conducted among 400 consumers Metropolitan Zone Puebla City, Mexico. Partial least squares structural equation modeling (PLS-SEM) used analyze data. Economic benefits, enjoyment, trust drove usage behavior economy. addition, significantly moderated relationships has with economic benefits feeling community. As predicted by social exchange theory, made choices based subjective cost–benefit analysis, showing flexibility type amount rewards. contributes knowledge about customer context