THE EFFECT OF PERCEIVED RISK AND PERCEIVED VALUE ON INTENTION TO USE IN PLATFORM ECONOMY IN THE CASE OF PAKISTAN
Keywords:Platform Economy, Sharing Economy, Perceived Value, Perceived Risk, Structured Equation Modelling
This study uses survey data from users of the online platform economy in Pakistan to understand the effect of perceived risk and perceived utility on their participation. The platform economy is a type of business that matches the demand and supply of users using digital tools. Pakistan is a growing market with platforms such as Uber, In-drive, Food Panda, Daraz, etc. The survey was conducted in 9 cities in Pakistan to understand the effect of perceived risk and perceived utility on intention to use online platforms. Structured Equation Modelling (SEM) estimation technique is applied and results show that the economic benefit and mobility have a positive impact on perceived utility while perceived risk negatively impacts it. Perceived utility in turn is a major determinant of intention to participate in the online platform economy. The results of this study show that the government and platforms should come together to make these platforms secure thus enhancing the perceived utility and intention to use of platform economy.
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