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Article
Publication date: 13 July 2018

Hugo Guyader

This paper aims to focus on collaborative consumption, that is, the peer-to-peer (P2P) exchange of goods and services facilitated by online platforms. Anchored in the…

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1968

Abstract

Purpose

This paper aims to focus on collaborative consumption, that is, the peer-to-peer (P2P) exchange of goods and services facilitated by online platforms. Anchored in the access paradigm, collaborative consumption (e.g. accommodation rental and ridesharing services) differs from commercial services offered by firms (e.g. business-to-customer [B2C] carsharing). The aim of this study is to examine the nuanced styles of collaborative consumption in relation to market-mediated access practices and socially mediated sharing practices.

Design/methodology/approach

Following the general research trend on mobility services, the context of long-distance ridesharing is chosen. Data collection was conducted using participant observation as peer service provider, 11 ethnographic interviews of consumers and a netnographic study of digital artifacts.

Findings

Using practice theory, ten ridesharing activities were identified. These activities and the nuances in the procedures, understandings and engagements in the ridesharing practice led to the distinction of three styles of collaborative consumption: communal collaborative consumption, which is when participants seek pro-social relationships in belonging to a community; consumerist collaborative consumption, performed by participants who seek status and convenience in the access lifestyle; and opportunistic collaborative consumption, when participants seek to achieve monetary gain or personal benefits from abusive activities.

Originality/value

By taking a phenomenological approach on collaborative consumption, this study adds to the understanding of the sharing economy as embedded in both a utilitarian/commercial economic system and a non-market/communal social system. The three styles of collaborative consumption propose a framework for future studies differentiating P2P exchanges from other practices (i.e. B2C access-based services and sharing).

Details

Journal of Services Marketing, vol. 32 no. 6
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 20 March 2017

Jiyoung Hwang and Merlyn A. Griffiths

This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of…

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8719

Abstract

Purpose

This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated.

Design/methodology/approach

Two scenario-based online studies were conducted with young consumers concerning several collaborative consumption services.

Findings

Using structural equation modeling, the authors found that specific dimensions of value perceptions (utilitarian, hedonic and symbolic) have differing effects on young consumers’ attitude and empathy toward collaborative consumption services. The analysis shows no moderating effects for perceived consumer effectiveness (Study 1 and Study 2) but a significant moderating effect for consumer innovativeness (Study 2).

Research limitations/implications

This research identifies important factors for the attitudinal and behavioral outcome of young consumers, an important consumer group for the emerging trend of collaborative consumption. Also, the role of empathy and two personal traits offer insights.

Practical implications

Substantively, the findings guide marketers in the sharing economy in elevating their strategic tactics and effective approaches to reach this important consumer group.

Originality/value

Given the paucity of research on consumer groups in this context, the current research breaks new ground by investigating value perceptions and empathy as drivers of positive reactions and moderating factors within the collaborative economy.

Details

Journal of Consumer Marketing, vol. 34 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 10 May 2018

Valentina Carbone, Aurélien Rouquet and Christine Roussat

The growth of collaborative consumption is beginning to stimulate management research on this phenomenon. However, so far, few scholars have studied the logistics aspects…

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1153

Abstract

Purpose

The growth of collaborative consumption is beginning to stimulate management research on this phenomenon. However, so far, few scholars have studied the logistics aspects related to these developments. The purpose of this paper is to develop a conceptual approach to the logistics at work in collaborative consumption.

Design/methodology/approach

The authors adopt an inductive, exploratory research method, based on a content analysis involving 32 collaborative consumption initiatives screened through their websites and other secondary sources.

Findings

Based on the way logistics is organized in these initiatives, the authors identify and describe four types of logistics: peer to peer, business, crowd, and open logistics.

Practical implications

The paper makes recommendations for improving the management of collaborative consumption logistics.

Originality/value

Our results enrich the literature about crowd practices and collaborative consumption by conceptualizing alternative roles played by logistics and revealing its specific organizational forms.

Details

International Journal of Physical Distribution & Logistics Management, vol. 48 no. 6
Type: Research Article
ISSN: 0960-0035

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Article
Publication date: 12 June 2017

Alex Garrett, Karla Straker and Cara Wrigley

Collaborative consumption firms leverage networked peers, communicating, collaborating and even delivering services to one another through a central marketplace channel…

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1443

Abstract

Purpose

Collaborative consumption firms leverage networked peers, communicating, collaborating and even delivering services to one another through a central marketplace channel. This raises questions as to the nature of this new form of digital channel strategy and deployment from a firm’s perspective. As a first step, this research seeks to help bridge the gap in knowledge by establishing an understanding of the digital channel usage of collaborative consumption firms.

Design/methodology/approach

A qualitative content analysis of 30 collaborative consumption firms was conducted using multiple data sources and coded into typologies against a predetermined coding scheme. These results were then compared against existing literature on digital channel usage in regards to a wider company usage.

Findings

This study identifies the digital channel usage and digital channel typology of each of the 30 firms associated within the collaborative consumption domain. The study shows a distinct increase in the use of social and community digital channels between traditional firms and collaborative consumption firms. As a result of this study, a concise definition of a collaborative consumption firm is provided, the digital channel usage of collaborative consumption firms is detailed and insights are provided for each sub-type of collaborative consumption.

Research limitations/implications

This study contributes to the understanding of the collaborative consumption phenomena, the business model of collaborative consumption firms and digital channels. This study assists in describing the shift from traditional firms to peer-to-peer systems. Finally, a theoretical model is provided that demonstrates the nuance of collaborative consumption channel choice within each subcategory for future researchers to test and reflect upon.

Practical implications

This study demonstrates how collaborative consumption firms are allowing customers to drive interaction rather than traditional business-to-customer messages. A theoretical model is provided which shows contemporary marketers how to best dictate a digital channel strategy for a collaborative consumption style initiative.

Originality/value

Contributions include: a definition of what a collaborative consumption firm and its channels pertain to and how to design a collaborative consumption digital channel strategy. This study presents a digital channel comparison between collaborative consumption firms and traditional organisations.

Details

Journal of Research in Interactive Marketing, vol. 11 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 8 April 2020

Simon Hazée, Thijs Johannes Zwienenberg, Yves Van Vaerenbergh, Tine Faseur, Audrey Vandenberghe and Olivier Keutgens

Technological innovations such as smart mobile devices and mobile applications gave rise to a new business model: collaborative consumption. This business model, which is…

Abstract

Purpose

Technological innovations such as smart mobile devices and mobile applications gave rise to a new business model: collaborative consumption. This business model, which is receiving significant attention from researchers and practitioners, is characterized by an intermediating digital platform that facilitates exchanges between customers and peer service providers. However, many digital platform providers still fail to build a critical mass of demand and supply. Accordingly, the aim of this research is to develop a better understanding of the barriers perceived by both customers and peer service providers.

Design/methodology/approach

This study uses a mixed-method qualitative approach to develop a comprehensive understanding of the factors that explain the rejection of collaborative consumption. In particular, six focus groups and 14 in-depth interviews were conducted, totaling 50 Belgian participants (with a mean age of 33 years). In addition, 375 online critical incidents—retrieved from various sources, such as review websites and social networks—were used for triangulation purposes. All data were analyzed using a thematic analytic approach.

Findings

Customers and peer service providers reject collaborative consumption because of a complex set of multidimensional functional and psychological barriers. In particular, actors may perceive barriers related to complexity, value, risk, compatibility, contamination, image, and responsibility, which prevent them from participating in collaborative consumption.

Originality/value

This paper builds theory on the reasons why both customers and peer service providers reject collaborative consumption. The research identifies several barriers that were not captured in prior research. Digital platform providers can use the research findings to more fully understand actors' decision-making processes in collaborative consumption.

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Article
Publication date: 11 June 2018

Christoph Mittendorf

This paper aims to focus on online hospitality platforms in the collaborative consumption environment. In particular, this paper investigates the impact of trust on the…

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2594

Abstract

Purpose

This paper aims to focus on online hospitality platforms in the collaborative consumption environment. In particular, this paper investigates the impact of trust on the obtainers’ intentions to “inquire about accommodations” and to “request a booking” on Airbnb.com.

Design/methodology/approach

This paper takes the perspective of a potential renter, respectively, obtainer and adopts Gefen’s (2000) research model, which incorporates familiarity and trust in the e-commerce industry. In this regard, the paper extends the work on two-sided markets of Mittendorf (2016-2017). To verify the modified research model, a survey was conducted, gathering results from over 426 participants of which 255 valid responses from the Millennials generation were obtained. This paper uses covariance-based structural equation modeling to analyze both measurement and structural relationships regarding the interaction framework.

Findings

The results show empirical evidence that both “trust in the intermediary” and “trust in providers” are decisive for the obtainers’ intentions on the online platform. In this regard, this paper advances the understanding of the collaborative consumption mechanisms by adapting trust literature to validate the obtainers’ intentions on contemporary collaborative consumption platforms.

Research limitations/implications

While the unit of analysis of prior research comprises the general intention to share, this paper empirically validates a more deliberate decision of user intentions by focusing on the intention to inquire about accommodations (no registration necessary) and the intention to request a booking (registration necessary). However, this study is dependent on one setting and it is still unclear whether the results are generalizable to other collaborative consumption setups.

Originality/value

This paper is in line with the work of Mittendorf (2016-2017), thus, it uses a sophisticated statistical approach to analyze trust in the collaborative consumption environment, such as confirmatory factor analysis and structural equation modeling.

Details

Journal of Consumer Marketing, vol. 35 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 31 May 2019

Belem Barbosa and Isabel Fonseca

Collaborative consumption emerges from social practices such as sharing, lending and gifting. It is becoming more common among consumers, boosted by the internet, which…

Abstract

Purpose

Collaborative consumption emerges from social practices such as sharing, lending and gifting. It is becoming more common among consumers, boosted by the internet, which facilitates the collaboration process with both strong and weak ties. This paper aims to examine collaborative consumer experience, delving into the factors that contribute to the adoption and the perceived benefits of this alternative form of consumption.

Design/methodology/approach

A total of 12 phenomenological interviews were conducted o explore the theme from an individual perspective, attested by the consumers’ narratives and experiences.

Findings

The results highlight collaborative consumption as being influenced by family practices, social relations and the current economic scenario. Also, noteworthy is the evidence that collaborative consumption enables consumers to select from a more diversified portfolio of products and services, especially the ones featured by the internet and social media. Consumers perceive financial, emotional, social, environmental and increased consumption benefits, depending on their practices of collaborative consumption, and also on their role as providers, consumers or exchangers.

Originality/value

Through the phenomenological approach, based on individual reports of experiences related to collaborative consumption, it was possible to highlight some aspects relevant to better understanding the behavior of collaborative consumers.

Details

Journal of Consumer Marketing, vol. 36 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 12 March 2021

Michael Goldman, Brandon Brown and Eric C. Schwarz

The purpose of this paper is to find evidence of the benefits and constraints of collaborative consumption experiences by investigating the perceptions of hosts and…

Abstract

Purpose

The purpose of this paper is to find evidence of the benefits and constraints of collaborative consumption experiences by investigating the perceptions of hosts and visitors that attended professional regular season basketball and baseball games in the USA.

Design/methodology/approach

Data were collected through four focus groups with 37 total participants and were analyzed through qualitative content analysis.

Findings

The results show that participants in a collaborative consumption experience perceive four types of value: social interaction and belonging, new fandom, travel bucket list experiences and local and sport knowledge. In addition, the results provide evidence of five consumption constraints related to collaborative consumption: expenses, average experiences, seat location, interpersonal disconnects and personal risk.

Research limitations/implications

The selection of only two sites for the study limited the data triangulation that was possible. This study should be replicated across a wider range of teams and countries to confirm the main findings of the study.

Practical implications

Practitioners can use this initial study to better understand the benefits hosts and visitors perceive in the experience, and therefore the kind of experience design that would encourage increased purchases and loyalty.

Originality/value

This paper provides qualitative insights into the benefits and detriments of a collaborative consumption sport experience, based on participants' involvement in an innovative peer-to-peer platform.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 17 August 2020

Ruqia Khan, Tahir Mumtaz Awan, Tayyba Fatima and Maria Javed

The purpose of this study is to identify the accelerators of sharing economy that lead to sustainability by adopting green consumption. Nostalgia is studied as a mediator…

Abstract

Purpose

The purpose of this study is to identify the accelerators of sharing economy that lead to sustainability by adopting green consumption. Nostalgia is studied as a mediator along with social connectedness and past orientation. Specifically, the study is based upon a framework to explore the outcomes of sharing economy through an individual's green consumption behavior from the perspective of mortality anxiety.

Design/methodology/approach

Quantitative research technique was employed by collecting data from 537 households through snowball sampling. The model was tested using partial least squares (SEM-VB). The validity of the theoretical and measurement model was assessed.

Findings

The results revealed that nostalgia positively influences social connectedness and past orientation, whereas social connectedness and past orientation accelerate green consumption. However, it was confirmed that nostalgia decreases green consumption.

Research limitations/implications

The drivers of sharing economy lead toward environmentally friendly consumer behavior by providing opportunities for different agents to increase the usage of shared consumption. The model can be improved by introducing other mediating variables to enrich understanding.

Practical implications

The study may provide opportunities for practitioners and the government to identify the key factors in a sharing economy, specifically with reference to green consumption and social connectedness. It is predicted that it will help reduce environmental deterioration.

Originality/value

This study identifies the role of mortality anxiety and nostalgia toward green consumption, predominantly in the context of a sharing economy. It is a forward to collaborative consumption.

Details

Management of Environmental Quality: An International Journal, vol. 32 no. 1
Type: Research Article
ISSN: 1477-7835

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Article
Publication date: 8 May 2019

Dinara Davlembayeva, Savvas Papagiannidis and Eleftherios Alamanos

The sharing economy is a socio-economic system in which individuals acquire and distribute goods and services among each other for free or for compensation through…

Abstract

Purpose

The sharing economy is a socio-economic system in which individuals acquire and distribute goods and services among each other for free or for compensation through internet platforms. The sharing economy has attracted the interest of the academic community, which examined the phenomenon from the economic, social and technological perspectives. The paper aims to discuss this issue.

Design/methodology/approach

Given the lack of an overarching analysis of the sharing economy, this paper employs a quantitative content analysis approach to explore and synthesise relevant findings to facilitate the understanding of this emerging phenomenon.

Findings

The paper identified and grouped findings under four themes, namely: collaborative consumption practices, resources, drivers of user engagement and impacts, each of which is discussed in relation to the three main themes, aiming to compare findings and then put forward an agenda for further research.

Originality/value

The paper offers a balanced analysis of the building blocks of the sharing economy, to identify emerging themes within each stream, to discuss any contextual differences from a multi-stakeholder perspective and to propose directions for future studies.

Details

Information Technology & People, vol. 33 no. 3
Type: Research Article
ISSN: 0959-3845

Keywords

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