32nd EBES CONFERENCE , İstanbul, Turkey, 5 - 07 August 2020
This study aims to investigate the impact of the sense of belonging and hospitality culture on the intention to participate in ridesharing among American and Turkish consumers in a cross-cultural setting. In this context, we collected data from 369 American consumers via MTurk (Amazon Mechanical Turk) and 371 Turkish consumers through a face to face and online survey methods. The data were analyzed using PLS-SEM (Partial Least Square Structural Equation Modelling). Besides, the cross-cultural differences were tested with MGA (Multi-Group Comparison) analysis. The findings suggested that principles and propitiousness dimensions of hospitality culture affect the intention to participate in ridesharing in both countries. On the other hand, the leadership dimension does not have an impact on the intention to participate in ridesharing for both countries. MGA results indicated that there is not a significant difference among American and Turkish consumers in terms of examined relationships. The study contributes to the sharing economy literature by focusing on specific antecedents (i.e., sense of belonging and hospitality culture) about which the current literature has very limited knowledge. The cross-cultural comparison is another contribution to the literature.