Psychological determinants of participation in the sharing economy: a cross-cultural study of the U.S. and China.

Introduction: This study explores the psychological drivers of participation in the sharing economy through a cross-cultural lens, comparing consumer behavior in the United States and China. Methods: Drawing on the value-attitude-behavior hierarchy theory and the theory of reasoned action, we investigate how utilitarian, hedonic, and symbolic values shape attitudes, norms, and behavioral intentions in the context of collaborative consumption. Data were collected through online surveys from 302 participants in the U.S. and 305 in China and analyzed using Structural Equation Modelling (SEM). Results: Our findings reveal both similarities and differences in how personal values influence consumer decision-making. While utilitarian and hedonic values positively affect attitudes in both countries, symbolic value does not. Norms play culturally distinct roles: in the U.S., subjective norms are more predictive of intention, whereas in China, personal norms exert a stronger influence. Discussion: These results underscore the need for culturally adaptive strategies in the design and marketing of sharing economy platforms. The study contributes to cross-cultural consumer psychology by clarifying how values and norms shape collaborative consumption across distinct cultural contexts.