Collaborative consumption based social innovation: Adoption of car sharing

Social innovation enhances more effective, efficient and sustainable solutions to social problems. Collaborative consumption, or in other words sharing economy,aims to reduce excessive consumption which damages the environment by accessing product or services that minimize the ownership level with a strong reliance on digital technologies. Therefore, some of collaborative consumption platforms can be conceptualized as a social innovation.This term has come to the fore with various platforms that have been established in recent years. Uber, Zipcar, Airbnb, Couchsurfing, Blablacar are just few examples where many other platforms are beingdeveloped to increase collaborative consumption.Considering the increasing effects of global warming and the depletion of the natural resources, the studies on collaborative consumption and social innovation gained importance. Hereby, the objective of this study is to identify the factors that are deemed to have an influence on social innovation adoption behavior on Uber at individual level.In order to identify the factors affecting social innovation adoption behavior, different theories have been used. A survey on university students in Istanbul is conducted. 423 usable questionnaires are analyzed with structural equation modeling. Findings reveal that perceived ease of use, perceived usefulness andperceived trust affect adoption behavior of Uber .