REPORT MARKETING RESEARCH DETERMINANTS OF MOTIVATION THAT MAKE ENTREPRENEURS CHOOSE CO WORKING SPACES THE CASE IN DANANG, VIETNAM

THE UNIVERSITY OF DANANG UNIVERSITY OF ECONOMICS  REPORT MARKETING RESEARCH DETERMINANTS OF MOTIVATION THAT MAKE ENTREPRENEURS CHOOSE CO-WORKING SPACES: THE CASE IN DANANG, VIETNAM Class: 41K12.3-CLC Lecturer: Bao Quoc Truong-Dinh, MBA Danang, December 2017 download by : skknchat@gmail.com DETERMINANTS OF MOTIVATION THAT MAKE ENTREPRENEURS CHOOSE CO-WORKING SPACES: THE CASE IN DANANG, VIETNAM MEMBERS Hang Thi Nguyen (Leader) Anh Ngoc Quynh Nguyen My Thi My Nguyen Mi Thi Diem Le download by : skknchat@gmail.com TABLE OF CONTENTS INTRODUCTION .3 LITERATURE REVIEW 2.1 CONCEPTS .4 2.2 RESEARCH MODEL AND HYPOTHESES METHODOLOGY 14 3.1 SAMPLE CONSIDERATION 14 3.2 DATA COLLECTION .14 3.3 ANALYTICAL CONSIDERATION .14 REFERENCES 14 download by : skknchat@gmail.com INTRODUCTION With the popularity of sharing economy phenomenon, the number of co-working spaces has been rapidly growing over the past years More than 500,000 individuals use more than 2,000 co-working spaces worldwide (Johns and Gratton, 2013) Besides the requirement of human resources, entrepreneurs also need a physical environment where creativity, innovation can flourish (Anita Fuzi, 2015) Successful entrepreneurial behavior is also supported by a strong and diverse knowledge base, well-developed business and social networks, and an ability to identify opportunities (Lee, Florida, & Acs, 2004) The shared-workspace model are designed to encourage collaboration, creativity, idea sharing, networking, socializing, and generating new business opportunities for small firms, start-ups and freelancers (Anita Fuzi, 2015) Compared to project teams or virtual teams in the often rigid hierarchies of established firms (Chesbrough and Teece 1996; Pawar and Sharifi 1997) co-working users can more flexibly choose teams and work processes It is estimated that the number of entrepreneurs and start-up companies in Vietnam are increasing substantially More than 1,500 startups have come in to play Many coworking spaces appear in Hanoi and Ho Chi Minh city These workspaces offer startups and entrepreneurs office communities, tele-centers, telework, virtual work, virtual teams, incubators, and communities of practices but specifically offers a crosssectoral working community with more flexibility, autonomy, and opportunities for social interaction (Anita Fuzi, 2015) Nevertheless, co-working spaces are still relatively new and not well-established in Danang, which is one of potential city that entrepreneurs choose to start their businesses We concern whether these workplaces not meet needs and requirements to support entrepreneurial activities or entrepreneurs not know how these spaces actually work There is neither not much knowledge about why entrepreneurs engage in co-working spaces nor why some of them are still hesitant to participate in this type of workspace In fact, previous research only focuses on isolated determinants, instead of assessing them and their relative strengths holistically by using quantitative methods In addition, many research contributions not explicitly differentiate between various forms of services and industries in the sharing economy as well as their scope in Eastern nations such as Vietnam Recent empirical research also not consider the role of working inspiration and networking as determinants of motivation that make entrepreneurs choose co-working spaces To response to these research gaps, this paper aims to answer the following research questions: RQ1: What are determinants of motivation that make entrepreneurs choose in co-working spaces in Danang city? RQ2: What are the most important determinants that make entrepreneurs choose co-working spaces in Danang city? The findings from this research will support co-working space providers engaged in the management of co-working spaces services in different industries and locations to download by : skknchat@gmail.com understand the reasons of usage With this knowledge, they will be able to offer better working environments that meet the needs of co-workers, especially entrepreneurs LITERATURE REVIEW 2.1 CONCEPTS Sharing economy Driven by technological (Belk, 2014; Oskam and Boswijk, 2016), economical (Hartlet al.2016; Moehlmann 2015), and environmental (Cohen and Kietzmann, 2014; Hamari et al.2015) considerations, people increasingly participate in collaborative consumption system to exchange goods and services in the internet (Belk, 2014) This system enhances the capacity of utilization and increases the environmental sustainability Cohen and Kietzmann (2014) describe the sharing economy as a system where people share underutilized resources in peer-to-peer networks The sharing economy includes “peer-to-peer-based activities of obtaining, giving, or sharing the access to goods and services, coordinated through community-based online services” (Hamari et al.2015, p 1) The sharing economy relates to the perceived value of ownership Consumers enjoy goods and services only when they are required or desired without obtaining ownership and the involved obligations (Belk, 2014) The sharing economy estimated to be worth 100 billion USD in 2010 (Lamberton and Rose, 2012) and serves a range of business areas such as food, accommodation, traffic, entertainment media (Hartl et al.2016) The business areas traffic and accommodation offer sharing economy show cases For example, shared mobility offers economic and environmental advantages, as the total number of cars and the produced emissions are reduced (Cohen and Kietzmann, 2014) Another prominent example is Airbnb, a web-based network that enables peer-to-peer accommodation sharing Airbnb can directly compete with traditional hotels, leading to decreasing occupancy and turnover while users can profit from declining prices (Oskam and Boswijk, 2016) The trend of sharing also facilitates collaborative creation (co-creation) of goods and services Customers become part of the value creation (Oskam and Boswijk 2016) Prahalad and Ramaswamy (2004) noted co-creation as new source of competitive advantage as the direct interactions between firms and their customers have the potential to create unique experiences Crowdsourcing refers to the participative completion of a task against some kind of economic or psychological compensation (Estelles-Arolas and Gonzalez-Ladron-de-Guevara, 2012) Self-organizing crowds not even need focal firms for value creation Instead, communities with motivated and creative members offer support for ideas and innovations (Franke and Shah, 2003) However, using the wisdom of the crowd for co-creation is not limited to a virtual environment Co-creation activities can be transferred to real settings (Schopfel et al 2015) For example, the website Meetup (http://meetup.com) enables internet groups, the crowd, to organize meetings in the real world Bilandzic and Foth (2013) highlight download by : skknchat@gmail.com that Meetup enables motivated, often highly creative and skilled individuals, groups and crowds to meet and collaborate on specific tasks These groups need a suitable place with appropriate infrastructure and equipment to support the completion of tasks Public libraries as well as co-working spaces can host such groups It is unclear how such spaces should be set up, how the inherent communities work, and which business models suit the users and providers of coworking-spaces (Franke and Shah, 2003; Frankenberger et al 2013; Gandini, 2015) Entrepreneur Entrepreneurs is someone who exercises initiative by organizing a venture to take benefit of an opportunity and, as the decision maker, decides what, how, and how much of a good or service will be produced He or she could be sole proprietor, a partner, or the one who owns the majority of shares in an incorporated venture An entrepreneur supplies risk capital as a risk taker, and monitors and controls the business activities (Business Dictionary) Entrepreneurs play a key role in any economy These people have the necessary skills to anticipate current and future needs that can bring new ideas to market Entrepreneurs prove to be successful in taking on the risks of a startup are rewarded with profits, fame and continued growth opportunities (Black, Ervin L et al 2010.) The entrepreneur assumes all the risks and rewards of the venture and is usually the sole proprietary, a partner or the owner of the majority of shares in an incorporated venture As the main decision maker the entrepreneur monitors and controls the business activities According to economist Joseph Alois Schumpeter (1883-1950), entrepreneurs are not necessarily motivated by profit but regard it as a standard for measuring achievement or success Three thinkers were central to the inclusion of entrepreneurs: Joseph Schumpeter, Frank Knight and Israel Kirzner Schumpeter suggested that entrepreneurs – not just companies – were responsible for the creation of new things in the search of profit Knight focused on entrepreneurs as the bearers of uncertainty and believed they were responsible for risk premiums in financial markets Kirzner thought of entrepreneurship as a process that led to discovery What is co-working space? Co-working spaces are shared workplaces for freelancers and workers working in various industries These spaces can be seen as office-renting facilities where people such things like a desk and a wifi connection More importantly, these places also encourage independent professionals live their daily routines side-by-side with professional peers from the same sector to share knowledge, ideas and allow them to enhance collaborations and synergies (Gandini, 2015) The first co-working space originates in 2005 in San Francisco It brought the possibility of envisaging a ‘third way’ of working, halfway between a new work style download by : skknchat@gmail.com within a traditional, well-delimited workplace in a community-like environment (Gandini, 2015) Entrepreneurs and freelancers mainly choose these spaces because they are cheap and flexible Besides, it can be lonely and challenging when working at home as they find it difficult to manage work and private life (Meel, Juriaan van; Berg, Rikke Brinkø, 2014) Since the idea of co-working has quickly spread, ultimately, a ‘trendy topic’ bearing huge expectations concerning the future of knowledge work Johns and Gratton for instance, define co-working as the ‘third wave of virtual work’ (2013: 1), that seeks to restore ‘co-location’ in the digitalizing mode of production where tasks can be performed anywhere, anytime A proliferation of co-working initiatives and ventures can be currently witnessed in different cities worldwide, for a somewhat selfproclaimed ‘co-working movement’ that now aligns with other similar ‘trendy’ concepts which flourished in the post-crisis economy, such as ‘startups’, ‘social innovation’ or ‘sharing economy’ (Botsman and Rogers, 2011) According to an article on Network World, co-working is perceived as a ‘movement’ or a ‘philosophy’ characterized by four common values: collaboration, openness, community and sustainability (Reed, 2007) Alongside practitioner-oriented research, a growing stream of academic empirical work has arisen concerning co-working practices In a study of collaborative production in Berlin, Lange (2011) outlines a definition of co-working spaces as bottom-up spaces participated by workers who strive for independence, collaborative networks and politics, and that share a set of values in a ‘collective-driven, networked approach of the open source idea translated into physical space’ (Lange, 2011: 292) The idea underlying this assumption is that social relations are the main factors of productivity across co-working spaces, conceived as collaborative environments where microbusinesses and freelancers deploy new production opportunities in nonhierarchical situations Those accessing co-working spaces are mostly ‘culturepreneurs’, a term Lange coined to identify knowledge professionals with multi-functional skills and irregular career paths, operating as self-entrepreneurs within scarcely-institutionalized economies (Lange, 2006) This term stresses both the cultural’ dimension that connotes coworkers, and the eminently entrepreneurial trait of their activity, that is framed into a non-competitive and largely ‘socialized’ philosophy of work perpetrated into a production context made of small-size actors, which does not imply hierarchical relations and where organizational arrangements are constantly renegotiated (Lange, 2006, 2011) In a study of co-working spaces in Austin (Texas), Spinuzzi (2012) provides a more business-oriented and entrepreneurial perception of co-working practices The coworkers in Spinuzzi’s account are not just ‘workers’ or ‘professionals’ – rather, mostly ‘non-employee enterprises’, meaning individuals who run a self-enterprise with no employees, looking to increase profit and business turnover through a managerial cultivation of social relations Spinuzzi calls this a logic of ‘good download by : skknchat@gmail.com neighbors’ or a ‘good partners’ approach, a partially communitarian organizational rationale by which business outcomes are pursued through temporary partnerships and collaborations among peers working in the space, resulting from a combination of complementary skills and social relations (Spinuzzi, 2012) Tracy Foster of ONA said, “In a co-working space, there’s an opportunity to develop relationships with other small business owners and learn from their experiences We’re constantly meeting and learning from other entrepreneurs in the fashion and tech space.” Co-working spaces offer entrepreneurs opportunities to interact with others and develop professional relationships They can interact, collaborate, meet potential clients by chances and engage in informal market research, which are highly beneficial by participating shared workplaces Sam Saxton of Salter Spiral Stair and Mylen Stairs stated, “Co-working spaces are alive with entrepreneurial spirit, making them ideal sources of inspiration both in terms of motivation and creativity.” 2.2 RESEARCH MODEL AND HYPOTHESES Figure displays the model on the determinants of choosing co-working spaces, indicated through nine factors with direct effects on the likelihood of choosing a coworking space These nine determinants are sense of community, economic benefits, sustainability, enjoyment, service quality, trend affinity, networking, working inspiration and trust Factors Items Statement Nhận định download by : skknchat@gmail.com Adapted The use of CWS allows me to be part SOC1 of a group of likeminded people The use of CWS allows me to belong SOC2 to a group of people with similar interests Sense of comm-unity Contributing to my CWS community SOC3 improves my image within the community I gain recognition SOC4 from contributing to my CWS community I would earn respect from others by SOC5 sharing with other people in my CWS community People in the community who SOC6 contribute have more prestige than those who not Economic benefits EB1 For the given price, I rate the CWS offer as good EB2 For the given quality from HenningViệc sử dụng CWS cho Thurau et phép trở thành al.(2007); phần nhóm Lamberton người có chung chí and Rose hướng (2012) HenningViệc sử dụng CWS cho Thurau et al.(2007); phép thuộc Lamberton nhóm người có and Rose chung sở thích (2012) Kankanhal Sự đóng góp tơi li et al vào cộng đồng CWS (2005); cải thiện hình ảnh Wasko & cộng đồng Faraj (2005) Kankanhal li et al Tơi cơng nhận từ (2005); đóng góp Wasko & vào cộng đồng CWS Faraj (2005) Kankanhal Tơi nhận li et al tôn trọng thông qua (2005); việc chia sẻ với Wasko & người cộng đồng Faraj CWS (2005) Kankanhal Những người đóng góp li et al cộng đồng CWS (2005); thường có nhiều uy tín Wasko & so với người Faraj khơng đóng góp (2005) Fornell et al., 1996; Lamberton Với mức giá tại, đánh giá dịch and Rose( 2012 vụ mà CWS cung cấp ); Bock et tốt al (2005) Với chất lượng download by : skknchat@gmail.com Fornell et of the CWS offer, I mà CWS cung cấp, rate the price as good đánh giá mức giá tốt EB3 I can save money if I participate in CWS EB4 My participation in CWS benefits me financially EB5 My participation in CWS can improve my economic situation EB6 My participation in CWS saves me time Tơi tiết kiệm tiền tham gia vào CWS Sự tham gia vào CWS đem đến cho nhiều lợi ích mặt tài Sự tham gia vào CWS cải thiện tình hình tài Sự tham gia vào CWS giúp tiết kiệm thời gian Sustainability Choosing CWS helps SUS1 save natural resources Lựa chọn CWS giúp tiết kiệm tài nguyên tự nhiên CWS is a sustainable SUS2 mode of workplaces CWS mơ hình khơng gian làm việc bền vững SUS3 CWS is ecological CWS hệ sinh thái SUS4 CWS is efficient in terms of using energy CWS sử dụng lượng cách có hiệu CWS is environmentally CWS thân thiện với môi trường SUS5 download by : skknchat@gmail.com al., 1996; Lamberton and Rose( 2012 ); Bock et al (2005) Bock et al (2005) Bock et al (2005) Bock et al (2005) Bock et al (2005) Juho Hamari, Sjoklint, and Antti Ukkonen (2016) Juho Hamari, Sjoklint, and Antti Ukkonen (2016) Juho Hamari, Sjoklint, and Antti Ukkonen (2016) Juho Hamari, Sjoklint, and Antti Ukkonen (2016) Juho Hamari, ENJ1 ENJ2 Enjoyment ENJ3 ENJ4 ENJ5 SQ1 SQ2 Service quality SQ3 SQ4 Trend affinity TA1 Sjoklint, and Antti friendly Ukkonen (2016) van der I think CWS is Tôi nghĩ CWS thú vị Heijden enjoyable (2004) van der Tôi nghĩ CWS hào I think CWS is Heijden exciting hứng (2004) van der I think CWS is fun Tôi nghĩ CWS vui Heijden (2004) van der I think CWS is Tôi nghĩ CWS thú vị Heijden interesting (2004) van der Tôi nghĩ CWS thoải I think CWS is Heijden pleasant mái (2004) Parasuram an et al., The design of the Thiết kế dịch (1985, CWS offer/ website is vụ CWS/ website 1988); appealing to me CWS hấp dẫn Seiders et al (2007) Parasuram an et al., Tơi nhanh chóng dễ I have quick and (1985, dàng truy cập vào easy access to CWS 1988); dịch vụ CWS cung cấp offers Seiders et al (2007) Parasuram The customer service Dịch vụ chăm sóc an et al., khách hàng CWS of CWS] is (1985, đáp ứng nhu responsive to its 1988); cầu khách hàng customer’s needs Seiders et al (2007) Parasuram an et al., Tôi tin CWS nhận I believe that CWS (1985, knows about he needs biết nhu cầu 1988); từ khách hàng họ of their customers Seiders et al (2007) Moeller Việc sử The collaborative and dụng CWS cho phép consumption of the Wittkowsk CWS offer allows me bắt kịp xu download by : skknchat@gmail.com TA2 NW1 NW2 Networking NW3 NW4 Working inspiration WI1 WI2 WI3 to keep up with the latest trends hướng Using CWS shows that it is important to me to use the newest consumer goods Sử dụng CWS cho thấy rằng, điều quan trọng tơi sử dụng hàng hóa tiêu dùng i (2010) Moeller and Wittkowsk i (2010) Constructe d by the Tơi thích tương tác I like to interact or authors – giao lưu với socilizing with other Please đồng nghiệp khác coworkers refer to CWS this study Tơi thu thập Constructe I can gather specific thông tin phản hồi cụ d by the feedback and learning thể học tập kỹ authors – techniques from thuật từ người Please others coworkers in đồng nghiệp refer to my field lĩnh vực CWS this study Constructe d by the CWS give me CWS tạo hội cho authors – chances to meet my gặp gỡ khách Please clients hàng refer to this study Constructe CWS tạo hội cho d by the CWS give me thiết lập quan hệ authors – chances to form my đối tác kinh Please business parnerships doanh refer to this study Constructe d by the I like to work when I Tơi thích làm việc authors – take part in CWS tham gia vào CWS Please refer to this study Constructe Không gian thiết kế d by the The space and design CWS tạo cho authors – give me inspiration cảm hứng Please refer to this study The space and design Không gian thiết kế Constructe download by : skknchat@gmail.com make me more creativity I trust that the offered CWS will be TRU1 displayed as expected The other users of CWS are truthful in TRU2 dealing with one another The other users of CWS will not take TRU3 advantage of me I trust that the CWS provider provides enough safeguards to protect me from TRU4 liability for damage I am not responsible for Trust CWS khơi gợi nguồn sáng tạo Tôi tin tưởng CWS vận hành mong đợi Người sử dụng CWS giải công việc kinh doanh với người khác cách trung thực Những người sử dụng CWS khác không lợi dụng Tôi tin người cung cấp CWS cung cấp đầy đủ biện pháp bảo vệ để bảo vệ khỏi trách nhiệm pháp lý thiệt hại mà không chịu trách nhiệm CWS cung cấp CWS provides a môi trường làm việc robust and safe TRU5 lành mạnh an tồn environment in which nơi mà tơi sử I can use the service dụng dịch vụ TRU6 Likelihood of choosing CWS Overall, CWS is trustworthy All things considered, I expect to continue LOC1 participating in often in the future I can see myself engaging in CWS LOC2 more frequently in the future LOC3 I can see myself Nhìn chung, CWS đáng tin cậy d by the authors – Please refer to this study (Chai et al., 2012; Bhattacher jee, 2002) (Chai et al., 2012; Bhattacher jee, 2002) (Chai et al., 2012; Bhattacher jee, 2002) (Chai et al., 2012; Bhattacher jee, 2002) (Chai et al., 2012; Bhattacher jee, 2002) (Chai et al., 2012; Bhattacher jee, 2002) Tôi mong đợi tiếp Bhattacher tục tham gia vào CWS jee (2001) tương lai Tơi thấy thân tham gia nhiều vào CWS tương lai Tôi thấy download by : skknchat@gmail.com Bhattacher jee (2001) Bhattacher increasing my participating in CWS if possible It is likely that I will frequently participate LOC4 in CWS communities in the future I am likely to choose CWS or a similar sharing option the LOC5 next time I need a workplace thân gia tăng tham gia tơi vào CWS jee (2001) Tơi thường xuyên tham gia vào CWS tương lai Bhattacher jee (2001) Tơi lựa chọn CWS không gian chia sẻ tương tự vào lần tới cần không gian làm việc (Lamberto n and Rose, 2012) Sense of Community The first component in the model is the variable sense of community Community memberships or the aspiration to be part of a group or community is argued to be one determinant of practicing sharing or communicating at the co – working Spaces (DeGuzman and Tang 2011) In one of the book chapters, “From Generation Me to Generation We,” Botsman and Rogers (2010:41) discuss a shift in society, which has become evident in recent years They argue that today’s Facebook generation seeks to connect with like-minded people in online and offline communities Albinsson and Perera (2012) stress a sense of community to be a principle driver of (regular) participation in sharing activities They argue that people make use of community gatherings to share knowledge and goods for ideological and practical reasons This leads to hypothesize the following: H1.0: Sense of community has a positive impact on the likelihood of choosing co – working spaces of entrepreneurs Economic Benefits The second determinant illustrated in the model is economic benefits One can argue that cost savings account for an individual’s self-benefit and might thus be an important determinant of collaborative consumption (based on Olson, 1965; Hardin, 1968; Rapoport and Chammah, 1970) In fact, many recent research contributions have been addressing this topic Lamberton and Rose (2012) find cost benefits of sharing to be a key determinant of usage Moeller and Wittkowski (2010) emphasize sharing options usually to be cheaper than non-sharing options and consider price consciousness to be a principle determinant of using sharing options Thus, it is hypothesized that: H2.0: Economic benefits have a positive impact on the likelihood of choosing co – working spaces of entrepreneurs download by : skknchat@gmail.com Sustainability Third, environmental impact is illustrated as one determinant in the framework In times of growing skepticism toward capitalistic structures and anti-consumption movements, alternative forms of green, ethical or sustainable consumption become increasingly important (Kozinets and Handelman, 2004; Newholm and Shaw, 2007; Albinsson et al., 2010; Neilson, 2010; Ozanne and Ballantine, 2010; Albinsson and Perera, 2012; Schuitema and De Groot, 2014) In particular, Hamari et al (2013) conceptualize ecological sustainable consumption as a key determinant of the intention to share Indeed, sharing solutions are generally considered to have a positive environmental impact compared with non-sharing solutions because the pooling of material goods leads to the increased intensity in the usage of one single product entity The material required for each episode is reduced, waste is avoided, and overproduction is countered (Mont, 2004) This leads to the following hypotheses: H3.0: Sustainability has a positive impact on the likelihood of choosing co – working spaces of entrepreneurs Enjoyment A fundamental dimension of intrinsic motivation is the autotelic nature of the activity or the enjoyment derived from the activity itself (Deci & Ryan, 1985; Lindenberg, 2001) In terms of intrinsic motivation, software developers contribute to open-source projects as a result of enjoyment and a feeling of competence (Lakhani & Wolf, 2005; Nov, 2007; Roberts et al., 2006; Wasko & Faraj, 2000; see also Ryan & Deci 2000) Enjoyment has been regarded as an important factor also in other sharing-related activities, such as information system use (Van der Heijden, 2004), and information sharing on the Internet (Nov, 2007; Nov et al., 2010) Nevertheless, the initial motivation to collaborate does not explain nor predict sustained participation (Fang & Neufeld, 2009) A study on the continued use of social networking services established that enjoyment is a primary factor, followed by the number of peers and usefulness (Lin & Lu, 2011) Social networking services and similar service design used elsewhere can be seen to especially promote relatedness (see Hamari & Koivisto, 2015 and e.g., Deci & Ryan, 1985; Ryan & Deci, 2000 on relatedness), which is a major determinant for intrinsically motivated use such as enjoyment Therefore, we include enjoyment as an intrinsic motivation to our model This leads to the following hypothesis: H4.0: Enjoyment has a positive impact on the likelihood of choosing co – working spaces of entrepreneurs Service quality The perception about service quality depends on the experience a customer makes when consuming a service (Parasuraman et al., 1985, 1988; Seiders et al., 2007) It is an established opinion in consumer and service research that perceived quality is a download by : skknchat@gmail.com major antecedent to satisfaction and also the intention to use this service again (Cronin and Taylor, 1992; Fornell et al., 1996) This relationship has been confirmed by various empirical studies In the context of the sharing economy, a user of co-working spaces might be more likely to use the service again after having positive experience with the customer service This leads to the following hypotheses: H5.0: Service quality has a positive impact on the likelihood of choosing co – working spaces of entrepreneurs Trend Affinity As applicable for many trends, participating users can primarily be found among generation Y, a relatively young age group (Frost and Sullivan, 2010) The act of consumption is connected to a user’s social identity and elicits a positive feeling (Moeller and Wittkowski, 2010) In fact, Moeller and Wittkowski (2010) found that consumers who seek to use trendy products were more likely to prefer sharing over ownership This leads to the following hypotheses: H6.0: Trend affinity has a positive impact on the likelihood of choosing co – working spaces of entrepreneurs Networking Co-working spaces is a superclass that encompasses the good-neighbors and goodpartners configurations as well as other possible configurations that similarly attempt to network activities within a given space (Spinuzzi, 2012) Networking is contacting and communicating with relevant person via a network of associates (Andrew Churches, 2008) This would help users add more relationships and enhance the possibility of finding potential opportunities H7.0: Networking has a positive impact on the likelihood of choosing co – working spaces of entrepreneurs Working Inspiration Co-working spaces represent knowledge communities embedded in their local environment Many co-working spaces are founded by entrepreneurs living in the same district where the co-working spaces are located Co-working spaces are open to the public and they are commonly organize events and projects for neighbors and local organizations Co-working spaces also can be perceived as spaces where different communities meet Each space attracts people with different interests but the daily interaction between the “coworker” community and the “maker” community is the source of inspiration and novelty for both (Ignasi Capdevila, 2013) H8.0: Working inspiration has a positive impact on the likelihood of choosing co – working spaces of entrepreneurs Trust download by : skknchat@gmail.com Trust is illustrated as the ninth component in the model Ostrom (1990) delineates several design principles for common pool resource institutions, which can be interpreted as institutional structures that build trust (Slee, 2013) In her later work, Ostrom emphasized trust and reciprocity to be a core variable explaining why individuals tend to cooperate with each other (Cox et al., 2009) Likewise, in the “commitment–trust theory of relationship marketing” Morgan and Hunt (1994) theorize that trust is one major predictor of cooperative activity (Morgan and Hunt, 1994:26) Based on this background, it is hypothesized that H9.0: Trust has a positive impact on the likelihood of choosing co – working spaces of entrepreneurs METHODOLOGY 3.1 SAMPLE CONSIDERATION According to Hair, Joseph F., et al (2014), at least 350 questionnaires must be completed to keep factors with factor loading from 0.3 (in exploratory factors analysis step which will be mentioned in chapter 3.3) Thus, more than 350 entrepreneurs who are taking part in co-working spaces will be surveyed Each questionnaire includes 46 questions using 5-point likert scales (1 = strongly disagree; = strongly agree), corresponding 46 items of the model Hexagon, Da Nang Coworking Space, Enouvo Space and The HUB Da Nang are the four big co-working spaces that we choose to distribute questionnaires 3.2 DATA COLLECTION Authors will bring questionnaires to those co-working spaces above and survey entrepreneurs in February and March 2018 In the first places, we will ask the permission of co-working spaces provider/owner with a promise to give them good recommend so that they can meet the needs and requirements of co-workers 3.3 ANALYTICAL CONSIDERATION To test these hypothesis, we use the quantitative research method The model is constructed by combining items from other models (Juho Hamari, Sjoklint, and Antti Ukkonen (2016); Mereike Mohlmann (2015)) and constructing new factors with new items Therefore, in the first step, we will conduct The Exploratory Factor Analysis (EFA) to identify the underlying relationships between measured variables The Exploratory Factor Analysis (EFA) allows us to evaluate two important values of a scale, which are convergent value and discriminant value It is an interdependence technique, so there are no independent variables and variables relying on correlation between variables EFA is used to abbreviate a set of observation variables into a set F (F 0.3 is considered to be the minimum Factor loading > 0.4 is considered important Factor loading > 0.5 is considered to be practical The condition for exploratory factor analysis is to satisfy the following requirements: Factor loading factor > 0.5 0.5 ≤ KMO ≤ 1: The KMO (Kaiser-Meyer-Olkin) coefficient is an index used to determine the suitability of factor analysis Large KMO values have factorial analysis as appropriate Bartlett's test is statistically significant (Sig