Motivation to Participate in Sharing Economy: Case of Central Java Province, Indonesia

Abstract

Sharing economy is described as a growing trend on advanced countries and it has a very limited research within, for it is rarely found conducted in developed countries as Indonesia. From the previous research conducted abroad assisting an author to develop a research on sharing economy in Indonesia, to explore how motivation for the sharing economy and perceived security affected attitude in loyalty as a partner/ participant in sharing economy like Go-jek, Grab, Airbnb, Airyrooms, etc. This research used structural equation modeling as research method. This study found that only practical/rational motivation in sharing motivation had a positive effect toward attitude in sharing economy, whereas other motivation aspects such as economic motivation, social/emotional motivation and ecology/ideology motivation seemed not to have any significant effect. In addition, perceived of security in sharing economy were found that governmental regulations significantly affected policies in sharing economy, policies in sharing economy company had positive effect on security, and security itself was found to have a positive effect on attitude of participant in sharing economy. Attitude also is found to have a positive effect toward loyalty of partner/participant as practitioners of sharing economy