Identifying the Antecedents of Value Co-creation in Startups in a Sharing Economy: A Mixed Approach

Document Type : Research Paper


Department of Business Administration, Faculty of Management and Economics, University of Tarbiat Modares, Tehran, Iran


The present research is seeking to identify the antecedents of value co-creation in startups in a shares economy environment. The research method is considered applied in terms of the purpose and in respect of the data collection with a content analysis approach. To this end, in the qualitative section, data have been gathered through a survey of the research literature and conduct of profound interviews. The statistical population constituted the experts and executive managers of startups in the contents of a shared economy. The sampling was processed with a snowball method, continued up to level of theoretical saturation and then the collected data were analyzed by a thematic content approach out of which 8 basic themes, 32 secondary themes and 3 open codes were identified. The findings indicate that the antecedents of value co-creation in startups in a shared economy environment include: the consumer's ethical perceptions, brand strength, relationship-based marketing, expected value, customer's experience, sustainability, contribution to the growth and development of businesses as well as infrastructures. The reliability of the qualitative data analysis was calculated through the Cohen Kappa coefficient which was 0.843. the quantitative section was handled through the structural equations modelling and the hypotheses were tested by using the PLS3 Software whereby all the 8 assumed hypotheses were confirmed. The reliability of the questionnaire was calculated through the Alpha Cronbach Coefficient and Combined Reliability ((CR)) while the validity was obtained through the confirmatory factor analysis, factor loads and the average variance extracted (AVE). Finally, some recommendations were made for enhancement of the upcoming research activities and practical approaches


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