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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.
