Abstract

SHUMBA, Tinayeshe  and  SARUCHERA, Fanny. Validating a theoretical model for digital collaborative consumption in emerging markets: Insights for contemporary managers. JCMAN [online]. 2024, vol.21, n.1, pp.354-383. ISSN 1815-7440.  https://doi.org/10.35683/jcman1050.255.

PURPOSE OF THE STUDY: Consumers in emerging markets face escalating challenges in online transactions, which range from double payments, inaccessible call centres, mix-up of orders and delivery of products to the wrong address. Despite the growing severity of these issues, a viable solution is elusive. This study addressed this gap by (1) identifying crucial factors influencing Digital Collaborative Consumption (DCC) and (2) formulating a model validating the intent to engage in the DCC business model within an emerging market, with a particular focus on the South African context. DESIGN/METHODOLOGY/APPROACH: This study validated its research questions and hypotheses using a quantitative research design. Data was collected from consumers using generic applications for online food orders. Participants received a self-administered survey via the Qualtrics link, yielding 827 valid responses. The analysis utilised Structural Equation Modelling in M-plus (version 7) and Statistical Package for the Social Sciences (version 27). FINDINGS: Empirical testing of posited hypotheses revealed significant support for the predicted relationships. The empirically validated DCC model identified economic benefits, social benefits, and security assurance as influential predictors of consumption in the emerging market. RECOMMENDATIONS/VALUE: Contemporary managers are advised to tailor their products and services, emphasising the creation of local brands, which garner more attention than international counterparts. Marketers, managers, and policymakers should leverage the DCC business model to effectively plan, predict, and manage present and future demand. MANAGERIAL IMPLICATIONS: Contemporary managers can enhance service delivery and influence online consumption by strategically adopting the DCC business model. Building online communities of loyal consumers who propagate positive word of mouth is crucial for effective engagement in the digital collaborative consumption landscape. JEL CLASSIFICATION: M3

Keywords : Attitudes; digital collaborative consumption; emerging markets; economic benefits; security assurance; social benefits.

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