Strategic Studies of Culture

Strategic Studies of Culture

The Effects of National Values on Individuals’ Decision Making to Participate in Peer-to-Peer Sharing Economy

Document Type : Original Article

Author
Mostafa Heidari Haratemeh
Department of Economics, Naragh Branch, Islamic Azad University, Naragh, Iran
10.22083/scsj.2023.400579.1115
Abstract
The sharing economy is used in press, culture, and art to describe Internet-mediated markets that enable people to temporarily obtain a product by paying a fee. However, there are some who have criticized the use of this label because sharing in the true sense implies a non-reciprocal social behavior without monetary exchange. The purpose of this research is to investigate the impact of national values on people's decisions to participate in the peer-to-peer sharing economy. 550 students of Master's Degree in Economics and Business of Islamic Azad University of naragh were selected as the statistical population of the research and 225 people were randomly selected as a sample. The survey research method and data collection tool was a researcher-made questionnaire with 35 items on a five-point Likert scale. The research results showed: Uncertainty avoidance significantly prevents people from renting their products to others, but it is not approved due to prevailing economic conditions and cultural climate. Collectivism, masculinity, uncertainty avoidance and power distance all have a significant positive effect on friendship consumer's decision making, while only collectivism and power distance have a significant positive effect on friendship provider's decision making. On the other hand, masculinity and uncertainty avoidance do not have a statistically significant effect on the decision-making of friendship providers.
Keywords
“ National Cultural Values”
“ Individuals’ Decision Making”
“ Sharing Economy “
“ Peer-to-Peer Economy ”
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