SOCIAL EFFECTS IN CONSUMER BEHAVIOR: HOW SUBJECTIVE NORMS AND CO-CONSUMING OTHERS AFFECT BEHAVIORAL INTENTIONS

摘要

During the last years, numerous innovative services have been introduced that are based on the ideas of collaborative consumption (Botsman and Rogers 2010), co-production (Auh et al. 2007) or co-creation (Prahalad and Ramaswamy 2004). Given that such services involve direct and indirect interactions with other consumers, social aspects might play a critical role in explaining individuals' attitudes and behavior in such service categories.