Sharing Economy Adoption in Iran – A Social Innovation Adoption Perspective

While the sharing economy is rapidly gaining global prominence, the adoption of this contemporary social innovation in various communities and emerging markets remains ambiguous. This study explores the determinants of sharing economy adoption through the lens of innovation. Employing a qualitative approach, we conducted in-depth interviews and a systematic analysis of actors in food-sharing platforms in Iran to uncover key factors influencing adoption. The findings demonstrate that potential adopters seek to cultivate value co-creation in the sharing economy. Three crucial factors, namely the "Positive Mental Image," "Perceived Attributes of Innovation," and "Perceived Value Co-Creation," significantly influence adoption and participation in the sharing economy. These factors not only shape adopters' perceptions but also influence their sustained engagement with these platforms. This study contributes to the literature on innovation adoption and offers practical recommendations for managers of platform-based sharing economy businesses to enhance the perceptions of potential adopters, particularly in emerging markets.

کلیدواژه ها:

sharing economy ، Social innovation ، adoption ، Emerging Market ، Platform