The objective of this paper is to establish a theoretical groundwork in order to understand the concept behind Collaborative Consumption, which will be followed by an empirical study with the aim to gain insights on the impact of the same on consumer habits. Defining the phenomenon and its main characteristics, followed by an outline
of the current situation and relevant markets is essential in order to understand the concept behind. Additionally, drivers and motivational factors will be investigated, which form a substantial part for the final discussion.
Furthermore, a field study will be conducted, with the aim to collect data about consumption patterns and personal assessments regarding the approach. Moreover, the field study will concentrate on personal characteristics and beliefs. Consequently, data analysis will follow, aiming to give insights on the current state of Collaborative Consumption in terms of its adoption, particularly distinguishing between different industries, to understand the preferences of consumers. This information will eventually be put into relation with the above-mentioned consumption patterns and attitudes in order to be able to make statements about the consumer groups, their motivation and the strengths and weaknesses of the approach. Sociodemographic information will support to determine features of the consumer group and assist to underpin the statements about motives and inducements.
Conclusively, the aim is to establish a connection between the findings of the theoretical part and the results of the quantitative analysis to make a final assessment of the topic, ultimately relating to the impact of Collaborative Consumption on consumer habits.
Table of Content
1 Introduction
1.1 Research Question
1.2 Objective
1.3 Methodological Procedure
2 Collaborative Consumption
2.1 Definition
2.2 Role of the platform
2.3 Relevant Markets
2.4 Types of Collaborative Consumption
2.5 Driving Forces
2.6 Motives of use
3 Methodology
3.1 Research Design
3.2 Development of the Questionnaire
3.3 Execution of the Research
4 Data Analysis
5 Discussion
6 Conclusion
6.1 Summary
6.2 Achievement of Objective
6.3 Outlook
Research Objectives and Topics
The primary objective of this paper is to establish a theoretical foundation for understanding the concept of Collaborative Consumption and to conduct an empirical study analyzing its impact on consumer habits, specifically examining motives, consumption patterns, and future expectations across different consumer groups.
- Conceptual definition and categorization of Collaborative Consumption.
- Examination of driving forces and motivational factors behind sharing activities.
- Analysis of relevant market industries, including hospitality, mobility, and media.
- Empirical assessment of consumer behavior, familiarity, and future usage intentions.
- Identification of consumer groups based on socio-demographic characteristics and personal values.
Excerpt from the Book
2.1 Definition
Collaborative Consumption, as an umbrella concept for commercial or non-profit, platform-based exchange of underutilized goods or services between a variety of participants is not the only term used for this type of activity. Amongst others, the sharing economy, access-based consumption, crowd-based capitalism, and the mesh are the most known alternatives, commonly used in a synonymous way. Still, there are exceptions, as few scientists criticize some of the denotations. For example, some disagreement is existing on the term sharing economy, due to the opinion that sharing is a way of social exchange, taking place between people known to each other and neglecting any kind of profit orientation. However, the core understanding of these approaches overlaps to a great extent. For the aim of consistency, these conceptions will be considered under the name Collaborative Consumption.
The term Collaborative Consumption was coined by Felson and Spaeth for the first time, who define it as “those events in which one or more persons consume economic goods or services in the process of engaging in joint activities with one or more others.” As an early adoption of this approach, its understanding is different than what is today associated with Collaborative Consumption. Felson and Spaeth focus on the consumption aspect in an offline world without intermediaries. They refer to common joint activities like having a drink or meal with relatives and friends or sharing household appliances within the family.
Summary of Chapters
1 Introduction: Provides an overview of the history of sharing and introduces the research question regarding the potential of Collaborative Consumption to transform consumer habits.
2 Collaborative Consumption: Establishes the theoretical framework by defining the concept, discussing the role of platforms, and outlining major market sectors and types of sharing systems.
3 Methodology: Details the research design, including the use of an online survey and snowball sampling to gather empirical data on consumer attitudes and behaviors.
4 Data Analysis: Presents the findings from the empirical study, analyzing the socio-demographic sample and identifying key consumption patterns and motives among different user groups.
5 Discussion: Reflects on the empirical results in the context of the theoretical background, addressing limitations and providing insights into the future outlook of the sharing economy.
6 Conclusion: Summarizes the key findings of the research and assesses the achievement of the paper's initial objectives.
Keywords
Collaborative Consumption, Sharing Economy, Consumer Habits, Platform Economy, Peer-to-Peer, Sustainability, Transaction Costs, Digital Platforms, Mobility, Hospitality, Consumer Behavior, Business Models, Sustainability, Quantitative Analysis, Socio-demographics.
Frequently Asked Questions
What is the primary focus of this research paper?
The paper examines the impact of Collaborative Consumption on modern consumer habits, evaluating whether these practices have the potential to sustainably transform traditional consumption behaviors.
What are the central topics addressed?
The core topics include the definition and evolution of Collaborative Consumption, the role of digital platforms in reducing transaction costs, and an analysis of consumer motives and usage patterns.
What is the core objective of the study?
The objective is to combine a theoretical understanding of the sharing economy with empirical data to determine which factors drive participation and how consumer groups differ in their usage of sharing services.
Which research methodology was applied?
The paper employs quantitative research, specifically an online survey conducted cross-sectionally, utilizing snowball sampling to reach a representative sample for analysis.
What does the main body of the work cover?
It provides a theoretical overview of relevant markets (mobility, media, etc.), types of sharing systems, and driving forces, followed by a detailed analysis of survey results regarding consumer attitudes.
Which keywords best characterize this work?
Key terms include Collaborative Consumption, Sharing Economy, Consumer Habits, Digital Platforms, Peer-to-Peer, and Sustainable Consumption.
How do regular consumers differ from enthusiasts?
Regular consumers, defined as users of two or more forms of sharing, demonstrate stronger preferences for efficiency, innovation, and have a higher propensity to trust strangers compared to enthusiasts.
What role does the platform play in these services?
The platform acts as a crucial facilitator that reduces transaction costs—such as triangulation, transfer, and trust-building—thereby making sharing activities more accessible and profitable.
Why are social aspects less important in the results?
Contrary to some literature, the study indicates that in the German context, cost-savings and flexibility are significantly stronger drivers for participation than the desire for community building or social networking.
- Quote paper
- Tarkan Seyhan (Author), 2020, Analysis of the Impact of Collaborative Consumption on Consumer Habits, Munich, GRIN Verlag, https://www.grin.com/document/1164477
