Role of privacy/safety risk and trust on the development of prosumption and value co-creation under the sharing economy: a moderated mediation model

ABSTRACT

Information technologies (ITs), including digital platforms and the Internet of things have dramatically supported prosumption behavior in value co-creation (VCC) development under the sharing economy perspective. However, privacy-safety risk (PSR) and prosumers’ trust may significantly impact this transaction through digital platforms under the sharing economy. Therefore, this study examined the prosumption role as a mediator between PSR and VCC through a digital platform under the sharing economy. Moreover, the moderating role of prosumers’ trust between prosumption and VCC has been explored. This study used quantitative methodology and data collected from Uber customers in Pakistan and DiDi customers in China. This study found that prosumption mediates the relationship between PSR and VCC and trust moderates the relationship between prosumption and VCC. This study portrays the influence of PSR and prosumers’ trust factors to understand the prosumption and VCC relationship through a digital platform that provides a win-win outcome for customers and the company under the sharing economy perspective.

KEYWORDS:

• Prosumption
• value co-creation
• trust
• privacy-safety risk
• sharing economy
• digital platform

Acknowledgments

The authors would like to thank the Journal of Information Technology for Development for hosting this special issue, Associate Editor, Professor Xusen Cheng and anonymous reviewers for their valuable comments, as well as the support and guidance provided by the Editor-in-Chief, Sajda Qureshi.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Syed Hamad Hassan Shah

Syed Hamad Hassan Shah completed his Ph.D. from Glorious Sun School of Business and Mangement, Donghua University, China. He is also the lecturer in the Lyallpur Business School at Government College University, Faisalabad in Pakistan. His current research interests include Ethics, customer behavior, sharing economy, social media and bibliometric analysis. Some of his work has appeared in top-notch journals, including Transportation Journal, International Journal of Semantic Web and Information Systems, Kybernetes, International Journal of Knowledge Management, Benchmarking: an International Journal, Journal of Asia Business Studies, Asian Journal of Business Ethics and among others.

Saleha Noor

Saleha Noor is a Ph.D. Scholar at School of Information Science and Engineering at East China Science and Technology University, China. She received her M.S. degree in Computer Science from University of Sargodha, Pakistan in 2016 and B.S. degree in Computer Science from University of Engineering and Technology Lahore, Pakistan in 2012. Her current research interests are data mining, social media, health information systems and bibliometric analysis.

Shen Lei

Shen Lei is professor of business management and doctoral supervisor at Glorious Sun School of Business and Mangement, Donghua University, China. She is currently Director of the Creative Economy Committee of the Shanghai and Director of the Xudong Industrial Internet Collaborative Innovation Center. She has visited the UK, Italy, Hong Kong, the United States, and Canada for project cooperation, exchanges and negotiations. In the management reviews, predictions and other journals, she has published more than 50 academic papers and 3 textbooks. Shen Lei is the corresponding author and can be contacted at: [email protected].

Atif Saleem Butt

Atif Saleem Butt is an Assistant Professor of Management at the American University of Ras Al Khaimah, UAE. Atif is primarily interested in behavioral supply chains and knowledge management. As an early career researcher, Atif has established a pretty impressive publication record with over 35 publications in two years. Some of his work has appeared in top-notch journals, including Management Decision, Transportation Journal, Journal of Knowledge Management, Information Technology for Development, Benchmarking: an International Journal, Asian Business and Management, Baltic Journal of Management and Journal of Management and Organization, amongst others.

Muhammad Ali

Muhammad Ali is a Postdoc research fellow at School of Economics and Management, Tongji University, Shanghai, China. He received his Ph.D. in Business Administration from Donghua University. His current research focuses on multi-level analysis, leadership, strategic HRM, employee well-being, mindfulness, and organizational performance.