THE STUDY OF SHARING ECONOMY PLATFORM IN INDONESIA: ETHICAL PERCEPTIONS AS MEDIATOR

Abstract

This study aims to obtain the quantitative results related to the effect of electronic word of mouth (e-WOM) towards value co-creation on sharing economy platform in Indonesia with ethical perceptions as the mediator. The sampling technique that was used is non-probability sampling of 223 respondents all around Indonesia that was collected using questionnaires with online survey. The data was analyzed used Partial Least Square-Structural Equation Modeling. The results of this study indicate that ethical perceptions have positive and significant effect in mediating the role of electronic word of mouth towards value co-creation on sharing economy platform in Indonesia. This study also gives insight about the priority of ethical perceptions above electronic of mouth as the step of consideration for company to make decision in improving the value of corporation.

Keywords

• ethical perceptions
• sharing economy platform
• electronic word of mouth (e-wom)
• value co-creation