The role of collaborative consumption in the servitization of digital service platforms

	B-to-B Market	B-to-C Market
Physical products/Services	Office Buildings, Leased Cars & Equipment, Production Tools, Project-Based Head Count, Warehouses, Workspaces	Hospitality (buildings, flats, rooms, beds), Urban Mobility (cars, bikes, scooters), Consumer Goods (clothing, utility, appliances…), Warehouses, Workspaces
Digital products/Services	Cloud services, Hosting, Ad Services	Cloud Gaming, Game Subscription, Music, Movie, E-Books

**Source: Tuik İstatistik Veri Portali. Turkiye İstatistik Kurumu (Turkish Statistical Institute) (2023). https://data.tuik.gov.tr/Turcat.

Source: Authors’ own research.

Theoretical model. Note: For better illustration, the arrows indicate from service-related factors and social factors to values, and from consumption culture factors to behavioral intention. However, in all hypotheses, all antecedents are specifically stated.

Table 2

Demographics of sample and main population.

Demographics	Sample (%)*	Main population (%)**
Gender
Female	54.9	49.9
Male	45.1	50.1
Age
20–34	47.2	39.1
35–55	41.6	40.6
56–70	4.0	20.3
Marital status
Single	46.6	38.7
Married	53.4	61.3
Income level
Less than 11,000 TL	5.8	6.0
11,001–21,000 TL	15.0	10.4
21,001–31,000 TL	15.8	14.7
31,001–41,000 TL	18.3	20.9
More than 41,000 TL	45.1	48.0
Employment status
Employed	58.8	54.1
Unemployed	41.2	45.9
Occupation
Top managers, business owners	2.6	3,0
Service, sales staff	14.8	16.7
Technicians, assistant professional	10.2	8.8
Office staff	9.2	9.5

Source: Authors’ own analysis.

Table 3

Measurement model for service-related factors.

Model Fit	χ ²	df		RMSEA	GFI		NFI	CFI	AGFI
Indicators*	181.8	137		0.025	0.964		0.982	0.995	0.95
Variables								SMC	t-value
Access convenience
Provider was available when I needed them								0.744	24.346
Service provider is accessible in various ways								0.783	25.370
Hours of operation were convenient								0.896	28.445
Easy to contact the customer service of the provider								0.460	17.195
Complexity
I think using a collaborative digital service is complicated								0.870	27.653
I feel that using a collaborative digital service is confusing								0.869	27.600
I feel that using a collaborative digital service needs special skills and knowledge								0.725	23.831
Cost
I can save money by using collaborative digital services								0.857	27.556
Collaborative digital services are a lower cost alternative for me								0.898	28.720
Collaborative digital services are a more economical alternative to traditional service procurement								0.850	27.371
Enjoyment
I think using the collaborative digital service is an experience of pleasure								0.873	28.167
I feel the process of using the collaborative digital service is enjoyable								0.923	29.609
I think using the collaborative digital service is fun								0.916	29.394
Risks
I am worried about the security of my personal data								0.642	20.688
I am worried about liability in case of unfulfilled services								0.718	22.314
I have no idea how qualified the service providers are								0.681	21.515
Use convenience
I can benefit with little effort by using collaborative digital services								0.828	26.835
I can meet my needs with collaborative digital services								0.945	30.208
The time taken when using collaborative digital services to receive service is reasonable								0.861	27.764
Internal consistency			Composite reliability ( ρ )			Cronbach alpha ( ά )		Average variance extracted (AVE)
Access convenience			0.911			0.905		0.721
Complexity			0.932			0.932		0.821
Cost			0.952			0.951		0.869
Enjoyment			0.966			0.966		0.905
Risks			0.865			0.864		0.681
Use convenience			0.956			0.955		0.878

*χ ², Chi square; df, degrees of freedom; RMSEA, root mean square error of approximation; GFI, Goodness-of-fit index; NFI, normated-fit index; CFI Comparative-fit index; AGFI, Adjusted goodness-of-fit index; SMC, Squared multiple correlation (the individual reliability of a variable).

Nomological validity: Satisfied. RMSEA < 0.08; NFI, GFI, CFI and AGFI ≥ 0.95.

Convergent validity: Satisfied. All t-values ≥1.96 (significant at 0.95 confidence level); All SMC (except one item) ≥ 0.05 and, All AVE ≥ 0.50.

Source: Authors’ own analysis.

Table 4

Measurement model for social factors.

Model Fit	χ2	df	RMSEA		GFI		NFI	CFI	AGFI
Indicators*	105.8	47	0.049		0.964		0.982	0.995	0.95
Variables								SMC	t-value
Sense of belonging
I consider people who use collaborative digital services as my close friends								0.698	22.074
I like people using collaborative digital services								0.702	22.815
I feel like I’m part of the same community with people who use collaborative digital services								0.816	25.225
I enjoy being part of a community of users of collaborative digital services								0.594	20.150
I am committed to the community that uses collaborative digital services								0.590	20.047
Sharing behavior
I like to share my collaborative digital service accounts with my friends and family								0.858	27.317
I share the products and services I have with others using collaborative digital services								0.834	26.714
I borrow collaborative digital service accounts from my friends and family members								0.740	24.195
Instead of purchasing products and services directly, I mostly use them through collaborative digital services								0.745	23.910
Sense of sociability
I like to use shared digital services with the people around me								0.888	28.236
I prefer to use shared digital services with others rather than alone								0.860	27.470
Meeting others through sharing digital services is a pleasant experience for me								0.708	23.437
Internal consistency				Composite reliability ( ρ )		Cronbach alpha (ά)		Average variance extracted (AVE)
Sense of belonging				0.914		0.915		0.680
Sharing behavior				0.939		0.936		0.794
Sense of sociability				0.931		0.930		0.818

*χ ², Chi square; df, degrees of freedom; RMSEA, Root mean square error of approximation; GFI, Goodness-of-fit index; NFI, Normated-fit index; CFI, Comparative-fit index; AGFI, Adjusted goodness-of-fit index; SMC, Squared multiple correlation (the individual reliability of a variable.

Nomological validity: Satisfied. RMSEA < 0.08; NFI, GFI, CFI and AGFI ≥ 0.95.

Convergent validity: Satisfied. All t-values ≥1.96 (significant at 0.95 confidence level); All SMC ≥ 0.05 and, All AVE ≥ 0.50.

Source: Authors’ own analysis.

Table 5

Measurement model for consumer values extracted from service.

Model Fit	χ ²	df	RMSEA		GFI		NFI	CFI	AGFI
Indicators*	82.0	46	0.039		0.975		0.990	0.996	0.957
Variables								SMC	t-Value
Hedonic value
I lose track of time when using shared digital services								0.683	21.671
I enjoy using shared digital services								0.957	29.047
I feel relaxed when using shared digital services								0.752	23.342
I feel good when using shared digital services								0.761	24.241
Social value
I can help others when using sharing digital services								0.848	27.227
I think people who use shared digital services help each other								0.876	27.988
I think shared digital services bring people closer together								0.850	27.282
Utilitarian value
I think collaborative digital services are functional								0.909	29.301
I think collaborative digital services are useful								0.952	30.605
I think collaborative digital services are practical								0.909	29.314
I think collaborative digital services are beneficial								0.915	29.452
I think collaborative digital services are helpful								0.773	25.417
Internal consistency				Composite reliability ( ρ )		Cronbach alpha ( ά )		Average variance extracted (AVE)
Hedonic value				0.937		0.939		0.789
Social value				0.948		0.948		0.858
Utilitarian value				0.976		0.976		0.892

*χ ², Chi square; df, degrees of freedom; RMSEA, root mean square error of approximation; GFI – Goodness-of-fit index; NFI – normated-fit index; CFI – Comparative-fit index; AGFI, adjusted goodness-of-fit index; SMC, squared multiple correlation (the individual reliability of a variable).

Nomological validity: Satisfied. RMSEA < 0.08; NFI, GFI, CFI and AGFI ≥ 0.95.

Convergent validity: Satisfied. All t-values ≥1.96 (significant at 0.95 confidence level); All SMC ≥ 0.05 and, All AVE ≥ 0.50.

Source: Authors’ own analysis.

Table 6

Measurement model for consumer culture factors.

Model Fit	χ ²	df	RMSEA	GFI		NFI		CFI	AGFI
Indicators*	60.69	40	0.032	0.979		0.986		0.995	0.965
Variables								SMC	t-Value
Anti-consumption behavior
I fully adhere to a simple lifestyle and only buy necessities								0.681	21.041
Even when I have money, I never buy things unexpectedly								0.634	20.101
I would adopt a simple lifestyle even if I were able to live extravagantly								0.610	19.600
Environmental behavior
I actively recycle items that I am able to								0.666	20.807
I try to repair or reuse items rather than throwing them away								0.628	20.015
I actively try to reduce my carbon footprint								0.633	20.122
Novelty-seeking behavior
I like to investigate things								0.797	25.899
I am very curious								0.751	24.640
I try to think of new ways of doing things								0.881	28.301
I like to be challenged intellectually								0.866	27.859
I like to figure out how things work								0.762	24.982
Internal consistency					Composite reliability ( ρ )		Cronbach alpha ( ά )	Average variance extracted (AVE)
Anti-consumption behavior					0.843		0.841	0.642
Environmental behavior					0.842		0.837	0.639
Novelty-seeking behavior					0.956		0.957	0.812

*χ², Chi square; df, degrees of freedom; RMSEA, root mean square error of approximation; GFI, Goodness-of-fit index; NFI, normated-fit index; CFI, Comparative-fit index; AGFI, adjusted goodness-of-fit index; and SMC, Squared multiple correlation (the individual reliability of a variable).

Nomological validity: Satisfied. RMSEA < 0.08; NFI, GFI, CFI and AGFI ≥ 0.95.

Convergent validity: Satisfied. All t-values ≥1.96 (significant at 0.95 confidence level); All SMC ≥ 0.05 and, All AVE ≥ 0.50.

Source: Authors’ own analysis.

Table 7

Reliability statistics and AVEs for theoretical model components.

Factor	Cronbach’s alpha (ά)	Composite reliability (ρ)	AVE
Cost	0.951	0.870	0.692
Use convenience	0.955	0.867	0.686
Access convenience	0.905	0.836	0.564
Complexity	0.932	0.882	0.714
Enjoyment	0.966	0.922	0.798
Risks	0.864	0.847	0.650
Sense of belonging	0.915	0.887	0.611
Sharing behavior	0.936	0.815	0.527
Sense of sociability	0.930	0.857	0.668
Utilitarian value	0.976	0.858	0.548
Hedonic value	0.939	0.855	0.598
Social value	0.948	0.810	0.588
Novelty seeking behavior	0.957	0.939	0.757
Environmental behavior	0.837	0.807	0.584
Anti-consumption behavior	0.841	0.827	0.616
Social norms	0.947	0.931	0.772
Intention	0.955	0.850	0.656
Actual usage	0.963	0.923	0.751

Source: Authors’ own analysis.

Table 8

Path statistics of the theoretical model.

Path			Std. estimate	p	Hypothesis No	Hypothesis
ACT	←	INTENT	0.038	***	H12	Supported
HEDON	←	COMPLEX	0.045	***	H4b	Supported
HEDON	←	SOCIA	0.043	0.974	H9b	Not supported
HEDON	←	UCON	0.047	0.218	H2b	Not supported
HEDON	←	RISKS	0.032	0.044	H6b	Supported
HEDON	←	SHARING	0.046	0.039	H8b	Supported
HEDON	←	BELONG	0.036	0.03	H7b	Supported
HEDON	←	COST	0.039	0.014	H1b	Supported
HEDON	←	ENJOY	0.034	0.014	H5b	Supported
HEDON	←	ACON	0.053	0.005	H3b	Supported
INTENT	←	UTIL	0.043	***	H10a	Supported
INTENT	←	HEDON	0.049	***	H10b	Supported
INTENT	←	NORMS	0.027	***	H11d	Supported
INTENT	←	ANTI	0.038	***	H11c	Supported
INTENT	←	NOVELTY	0.043	***	H11b	Supported
INTENT	←	ENVIRO	0.04	0.064	H11a	Not supported
INTENT	←	SOCVAL	0.032	0.018	H10c	Supported
SOCVAL	←	ENJOY	0.04	***	H5c	Supported
SOCVAL	←	BELONG	0.043	***	H7c	Supported
SOCVAL	←	SHARING	0.056	***	H8c	Supported
SOCVAL	←	SOCIA	0.051	***	H9c	Supported
SOCVAL	←	COST	0.046	0.735	H1c	Not supported
SOCVAL	←	UCON	0.056	0.713	H2c	Not supported
SOCVAL	←	RISKS	0.037	0.531	H6c	Not supported
SOCVAL	←	COMPLEX	0.052	0.507	H4c	Not supported
SOCVAL	←	ACON	0.062	0.185	H3c	Not supported
UTIL	←	COST	0.034	***	H1a	Supported
UTIL	←	UCON	0.041	***	H2a	Supported
UTIL	←	ACON	0.045	***	H3a	Supported
UTIL	←	COMPLEX	0.038	***	H4a	Supported
UTIL	←	BELONG	0.031	0.9	H7a	Not supported
UTIL	←	SOCIA	0.037	0.536	H9a	Not supported
UTIL	←	ENJOY	0.029	0.032	H5a	Supported
UTIL	←	SHARING	0.04	0.012	H8a	Supported
UTIL	←	RISKS	0.027	0.002	H6a	Supported

COST, Costs; UCON, Usage Convenience; ACON, Access Convenience; COMPLEX, Complexity; ENJOY, Enjoyment; RISK, Perceived Risk; BELONG, Sense of Belonging; SHARING, Sharing Behavior; SOCIA, Sense of Sociability; UTIL, Utilitarian Value; HEDON, Hedonic Value; SOCVAL, Social Value; NORMS, Social Norms; ANTI, Anti-consumption Behavior; NOVELTY, Novelty Seeking Behavior; ENVIRO, Environmental Behavior; INTENT, Usage Intention; ACT, Actual Usage Behavior.

Source: Authors’ own analysis.

Alternative model. Note: Only the supported pathways are represented in the model with a line.

Table A1

Correlation matrix results of constructs.

COST
UCON	0.725
ACON	0.606	0.694
COMP	0.430	0.526	0.546
ENJOY	0.516	0.523	0.491	0.436
RISK	0.344	0.348	0.361	0.394	0.278
BELONG	0.348	0.352	0.264	0.188	0.464	0.188
SHARING	0.534	0.597	0.495	0.429	0.621	0.303	0.406
SOCIA	0.436	0.460	0.383	0.340	0.584	0.228	0.384	0.780
UTIL	0.714	0.756	0.694	0.643	0.596	0.452	0.343	0.636	0.517
HED	0.564	0.604	0.590	0.571	0.552	0.394	0.366	0.558	0.454	0.720
SOCVAL	0.439	0.458	0.371	0.327	0.701	0.221	0.480	0.742	0.699	0.484	0.487
ANTI	0.155	0.198	0.135	0.226	0.079	0.022	0.115	0.179	0.216	0.203	0.257	0.191
ENVIRO	0.272	0.312	0.324	0.265	0.259	0.105	0.159	0.351	0.331	0.394	0.401	0.337	0.434
NOVEL	0.310	0.350	0.334	0.448	0.288	0.140	0.194	0.370	0.366	0.438	0.519	0.341	0.414	0.460
NORMS	0.227	0.246	0.146	0.174	0.255	0.103	0.346	0.318	0.325	0.254	0.307	0.407	0.207	0.260	0.260
INTENT	0.479	0.530	0.470	0.530	0.429	0.278	0.298	0.540	0.454	0.627	0.648	0.513	0.422	0.489	0.603	0.519
ACT	0.538	0.585	0.525	0.476	0.512	0.318	0.362	0.545	0.452	0.631	0.641	0.511	0.204	0.360	0.493	0.366	0.716

COST, Costs; UCON, Usage Convenience; ACON, Access Convenience; COMP, Complexity; ENJOY, Enjoyment; RISK, Perceived Risk; BELONG, Sense of Belonging; SHARING, Sharing Behavior; SOCIA, Sense of Sociability; UTIL, Utilitarian Value; HEDON, Hedonic Value; SOCVAL, Social Value; NORMS, Social Norms; ANTI, Anti Consumption Behavior; NOVELTY, Novelty Seeking Behavior; ENVIRO, Environmental Behavior; INTENT, Usage Intention; ACT, Actual Usage Behavior.

Source: Authors’ own analysis.

Table A2

Multi-group split to test the model’s stability across sub-samples.

Path			Std. estimate	p	Hypothesis	p (Female)	p (Male)	CMIN (Gender)	p (Gender)	p (Young)	p (Old)	CMIN (Age)	p (Age)
ACT	←	INTENT	0.038	***	Supported	***	***	0.006	0.939	***	***	0.319	0.572
HEDON	←	COMPLEX	0.045	***	Supported	***	***	0.195	0.659	***	***	0.281	0.596
HEDON	←	SOCIA	0.043	0.974	Not supported	0.797	0.738	0.165	0.684	0.936	0.626	1.363	0.243
HEDON	←	UCON	0.047	0.218	Not supported	0.189	0.348	0.011	0.918	0.353	0.218	2.100	0.147
HEDON	←	RISKS	0.032	0.044	Supported	0.739	0.018	2.632	0.105	0.683	0.027	0.392	0.531
HEDON	←	SHARING	0.046	0.039	Supported	0.066	0.159	0.078	0.780	0.048	0.292	0.013	0.909
HEDON	←	BELONG	0.036	0.030	Supported	0.462	0.063	0.306	0.580	0.003	0.833	0.210	0.647
HEDON	←	COST	0.039	0.014	Supported	0.017	0.438	0.728	0.394	0.733	0.008	0.033	0.856
HEDON	←	ENJOY	0.034	0.014	Supported	0.657	0.001	4.280	0.039	0.034	0.033	0.600	0.439
HEDON	←	ACON	0.053	0.005	Supported	0.020	0.078	0.339	0.560	0.077	0.015	2.811	0.094
INTENT	←	UTIL	0.043	***	Supported	***	***	0.845	0.358	***	***	1.909	0.167
INTENT	←	HEDON	0.049	***	Supported	***	0.002	0.002	0.963	0.002	***	0.239	0.625
INTENT	←	NORMS	0.027	***	Supported	***	***	1.911	0.167	***	***	0.200	0.655
INTENT	←	ANTI	0.038	***	Supported	0.020	0.002	0.122	0.727	0.029	0.004	0.845	0.358
INTENT	←	NOVELTY	0.043	***	Supported	***	***	0.379	0.538	***	***	0.001	0.979
INTENT	←	ENVIRO	0.040	0.064	Not supported	0.470	0.058	1.974	0.160	0.154	0.092	0.236	0.627
INTENT	←	SOCVAL	0.032	0.018	Supported	0.044	0.011	0.374	0.540	0.009	0.372	0.978	0.323
SOCVAL	←	ENJOY	0.040	***	Supported	***	***	1.252	0.263	***	***	1.995	0.158
SOCVAL	←	BELONG	0.043	***	Supported	0.021	0.002	0.009	0.926	0.064	***	2.494	0.114
SOCVAL	←	SHARING	0.056	***	Supported	***	***	1.258	0.262	***	***	0.026	0.871
SOCVAL	←	SOCIA	0.051	***	Supported	0.035	***	0.385	0.535	0.007	0.002	0.524	0.010
SOCVAL	←	COST	0.046	0.735	Not supported	0.664	0.292	1.176	0.278	0.814	0.673	0.250	0.617
SOCVAL	←	UCON	0.056	0.713	Not supported	0.739	0.408	0.706	0.401	0.665	0.494	0.061	0.805
SOCVAL	←	RISKS	0.037	0.531	Not supported	0.899	0.140	1.057	0.304	0.764	0.273	0.379	0.538
SOCVAL	←	COMPLEX	0.052	0.507	Not supported	0.598	0.906	0.102	0.750	0.962	0.463	5.050	0.025
SOCVAL	←	ACON	0.062	0.185	Not supported	0.065	0.733	2.696	0.101	0.088	0.699	0.973	0.324
UTIL	←	COST	0.034	***	Supported	***	0.001	0.288	0.592	***	***	1.731	0.188
UTIL	←	UCON	0.041	***	Supported	***	0.004	0.529	0.467	0.002	***	0.035	0.851
UTIL	←	ACON	0.045	***	Supported	***	0.030	1.342	0.247	0.061	***	0.080	0.777
UTIL	←	COMPLEX	0.038	***	Supported	***	***	1.451	0.228	***	***	0.003	0.957
UTIL	←	BELONG	0.031	0.900	Not supported	0.276	0.566	1.465	0.226	0.436	0.111	0.243	0.622
UTIL	←	SOCIA	0.037	0.536	Not supported	0.127	0.494	2.557	0.110	0.050	0.092	0.535	0.465
UTIL	←	ENJOY	0.029	0.032	Supported	0.445	0.030	1.049	0.306	0.201	0.009	0.596	0.440
UTIL	←	SHARING	0.040	0.012	Supported	0.069	0.061	0.002	0.963	0.340	0.004	0.320	0.572
UTIL	←	RISKS	0.027	0.002	Supported	0.219	***	3.263	0.071	0.035	0.001	0.017	0.896

References

Authors

Metrics

Articles in this issue

DOI: https://doi.org/10.2478/mmcks-2025-0027 | Journal eISSN: 2069-8887 (formerly 1842-0206) | Journal ISSN: 1842-0206

Journal RSS Feed

Language: English

Page range: 60 - 85

Submitted on: Jul 27, 2025

Accepted on: Dec 19, 2025

Published on: Dec 31, 2025

Published by: Society for Business Excellence

In partnership with: Paradigm Publishing Services

Keywords:

Collaborative consumption,

Digital servitization,

Service-related factors,

Collaborative social factors,

Digital service platforms,

Technology adoption

Related subjects:

Business and economics,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business development, change management, cooperation,

Entrepreneurship

© 2025 Can Guleren, Elif Karaosmanoglu, Ioannis Assiouras, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 20 (2025): Issue 4 (December 2025)

The role of collaborative consumption in the servitization of digital service platforms

Figures & Tables

Table 1

Figure 1

Table 2

Table 3

Table 4

Table 5

Table 6

Table 7

Table 8

Figure 2

Table A1

Table A2

Paradigm

My account