“I get what I seek”: influence of variety-seeking, de-ownership orientation and product assortment on shared consumption
Anirban Chakraborty, Sk Abu KhalekPurpose
Consumers remain eager to consume but increasingly reluctant to own, and they also seek variety in their consumption. As the shared consumption (SC) paradigm matures, academic inquiry must move beyond identifying who shares to understanding specific psychological mechanisms that influence use tendency and whether it is context-dependent (hedonic vs. utilitarian). This study uses stimulus–organism–response theory and liquid consumption theory to investigate the interrelationships among product assortment (PA) on sharing platforms, variety-seeking and de-ownership orientation (DOO) in shaping SC.
Design/methodology/approach
In two studies, 447 responses obtained through online questionnaire surveys were analysed in carsharing (utilitarian) and fashion rental (hedonic) contexts using partial least squares structural equation modelling.
Findings
The results show that PA functions as a psychological trigger, stimulating variety-seeking, which, in turn, erodes the normative desire for ownership, thereby imposing certain restrictions, fostering DOO and ultimately SC intention. It also shows that PA’s effect on sharing intention is context-dependent.
Practical implications
The study shows that platform PA can nudge variety-seeking, leading to greater adoption. The products offered in sharing platforms, if tailored to meet consumers’ different tastes, preferences and desires, will draw consumers to adopt SC to satiate the need for variety without the burdens of ownership.
Originality/value
Prior research treats these constructs in isolation. PA is traditionally viewed as a functional driver of retail choice. Variety-seeking is typically studied as a static trait that influences switching behaviour. DOO is studied as an outcome of sustainability or economic drivers. The contribution lies in breaking these silos by integrating and demonstrating their interrelated influence, particularly in different contexts of the sharing economy.