Proposição de uma escala para mensuração do consumo colaborativo : compreendendo o compartilhamento de bens e a sua relação com os valores pessoais

Abstract

Collaborative consumption is a global trend leveraged growth by individual motivations and environmental, social and economic issues present in na daily life as a way to accommodate their wants and needs (Botsman and Rogers 2011). In this sense, the main objective of this dissertation is to propose a scale to measure the collaborative consumption. Considering the influence of personal values on consumer behavior, also sought to identify the impacts of values on this consumption mode. Towards such a goal, the research was conduct in two stages, exploratory approach and descriptive stage with carsharing Brazilian users and experts, aiming to finetuning the scale and performing construct validation. The results suggest six dimensions that compose the collaborative consumption and confirm the existence of content validity and reliability for most of construct´s dimensions. In addition, were established some significant associations between personal values construct and collaborative consumption. Concluding comments reflect upon the findings and highlight academic and managerial implications for the field, and suggestions for future studies on customer delight are discussed.