Brand Switching Intention in Collaborative Consumptions Apps: moderating effects of perceived price

Published: 16-09-2020| Version 1 | DOI: 10.17632/p4znxw733s.1
Contributor:
Carlos Paro

Description

Data used in a SEM model. Data was collected using Google Forms. Raw data collected is in portuguese, due to the fact that data collection model was applied in Brazil. Indicators 1 to 4 formed brand dependence construct. 5 to 7 formed brand parity construct. 8 to 10 formed distrust construct. 11 to 13 formed sense of community construct. 14 to 16 formed brand switching intention construct. In the final article, construct distrust was discarded, still in early in development, due to poor model fit, and was never tested in the final model. For data collection, the instrument used was a fully structured questionnaire, with a ten-point likert scale. The target population of this study are Brazilian students that already have used a collaborative consumption transport app. They were selected from a filter question "Have you ever used any transport app?". In order to investigate perceived price as a moderating variable, the questionnaire was divided into two questionnaire options, questionnaire A or B. Questionnaire A started with the following sentence “When answering the questions, consider that you are an Uber user, but competitors app (99Pop, Cabify) are cheaper than Uber.” Questionnaire B, on the other hand, did not contain any price indication for individuals when answering the questionnaire. In the raw database, the indicators repeat themselves because there are two questionnaires (A or B). All responses were later moved to a single column, in order to run the analyses. Hypthoteses of the model: H1: Brand parity positively impacts brand switching intention. H2: Brand dependence negatively impacts brand switching intention. H3: Sense of community negatively impacts brand switching intention. H4: Perceived price has a significant influence on the relationship between brand parity and brand switching intention. H5: Perceived price has a significant influence on the relationship between brand dependence and brand switching intention. H6: Perceived price has a significant influence on the relationship between the sense of community and brand switching intention. Three hundred fifty-one valid responses were collected, with the results indicating that brand parity construct positively influences consumer's brand switching intention, while brand dependence and sense of community constructs negatively influence brand switching intention. It was also identified that perceived price, in general, influence those established relationships, with the exception of brand parity towards brand switching intention.

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