• July to September 2026 Article ID: NSS9945 Impact Factor:8.05 Cite Score:16 Download: 0 DOI: https://doi.org/10.63574/nss.9945 View PDf

    Measuring Consumer Acceptance and Patronage in the Sharing Economy: A Pilot Study

      Sharvari Ratnakar
        Research Scholar, Indira Institute of Management (Savitribai Phule Pune University), Pune (Maharashtra)
      Pallavi Sajanapwar
        Research Guide, Indira Institute of Management (Savitribai Phule Pune University), Pune (Maharashtra)

Abstract: The growth of digital platforms has transformed consumer access to products and services, contributing to the expansion of the sharing economy. This pilot study evaluates the preliminary reliability of a structured instrument designed to measure consumer acceptance and patronage across sharing-economy categories, including shared mobility, peer-to-peer accommodation, rental clothing, and rental furniture. Data were collected from 51 respondents using a seven-point Likert scale. The study examined five constructs: consumer acceptance, perceived value, convenience, trust and safety, and customer patronage. Cronbach’s alpha values ranged from 0.897 to 0.970, indicating strong internal consistency. The findings provide preliminary support for the reliability of the instrument and its use in the main study. However, the small convenience-based sample limits generalizability. Further validation with a larger and more diverse sample is recommended.

Keywords: Sharing Economy, Consumer Acceptance, Customer Patronage, Perceived Value, Convenience, Trust.