Analysis of the effect of customer satisfaction on collaborative consumption platform brand loyalty in the context of sharing economy with S-O-R model

Collaborative consumption is becoming more and more widespread by consumers every day, especially as a result of the rapid change in internet and information technologies. Especially in accordance with the nature of collaborative consumption, collaborative consumption platforms have become an important part of the consumption process due to their contribution to the easy sharing of goods and services by enabling communication between consumers and the matching of supply and demand in a secure environment. In recent years, collaborative consumption platforms have been valued by today's conscious consumers, especially due to their contribution to the creation of social and environmental capital, as well as the understanding that puts sustainability at the centre by enabling more use of existing resources. The aim of the study is to examine how external factors (ease of use, perceived benefit, perceived entertainment, visual appeal) and internal factors (trust in the platform, perceived value, word-of-mouth behaviour, innovativeness) affect collaborative consumption platform brand loyalty within the framework of the Stimulus-Organism-Response (S-O-R) model. In the research, Venkates and Davis, (1996) to measure the ease of use variable; Barnes and Mattsson, (2017) to measure the perceived benefit variable; Kim and Stoel (2004) and Loiacono (2000) to measure the perceived entertainment variable; Loiacono et al., (2002) to measure the visual appeal variable; Gefen et al., (2003) to measure the platform trust variable; Kim et al, (2007); Goyette et al. (2010) and Yıldız (2015) to measure the word-of-mouth communication variable; Parasuraman (2000) to measure the innovation variable; Oliver (1980) and Abbes et al. (2020) to measure the customer satisfaction variable; Zeithaml et al. (1996) to measure the collaborative consumption platform brand loyalty variable. Within the scope of the research, 435 data obtained by using the convenience sampling method with an online survey were reached. SmartPLS (Structural Equation Modelling) was used to analyse the data. Firstly, the measurement model of the research was analysed in terms of reliability and validity. Then, the results of the structural model of the research were evaluated. As a result of the analyses of the study, ease of use, which is one of the external stimuli, affects customer satisfaction. However, perceived benefit, perceived entertainment and visual appeal do not affect customer satisfaction. Trust in the platform, perceived value, word-of-mouth behaviour and innovativeness, which are internal stimuli, directly affect customer satisfaction. In addition, customer satisfaction has a positive effect on collaborative consumption platform brand loyalty.