Aukse Kanopiene

Type of the article: Research Article

Abstract
This study aims to examine the factors that determine collaborative consumption intentions in accommodation services. Despite the growing popularity of digital platforms enabling collaborative consumption within the sharing economy, empirical evidence on the technological and behavioral factors that determine consumers’ motivation to access resources owned by others remains limited. Drawing on the Theory of Planned Behavior, this study analyzes survey data collected from 292 platform users in Lithuania who have prior experience in collaborative consumption in accommodation services to understand their motivations, perceived risks, and behavioral intentions in collaborative accommodation services. The findings demonstrate that perceived attitude towards collaborative consumption, perceived behavioral control, and subjective norms significantly shape users’ intentions to engage in collaborative consumption (respectively, β = 0.226, p = 0.001; β = 0.215, p = 0.003; β = 0.255, p < 0.001). Distinct motivational patterns of partial mediation emerge with risk minimization, engagement determinants, and external pressures playing critical roles in participation decisions. This study reinforces relevance of the Theory of Planned Behavior in explaining digital platform adoption and highlights how platform features can foster consumer engagement. It advances understanding of consumer behavior in the sharing economy by examining the psychological and social dynamics of dual-role participation and contributes to the growing discourse on how digital platforms can facilitate meaningful peer-to-peer exchanges while promoting consumer well-being.

Acknowledgments
The authors acknowledge the use of the Anthropic Console, an AI-based assistant, for language editing and proofreading during the preparation of this manuscript. The content and intellectual contributions remain the sole responsibility of the authors.