Collaborative Consumption is a term used to describe the notion of sharing and joint utilization of goods and services. Being deeply rooted in anthropology, the phenomenon of
joint consumption is currently experiencing a form of renaissance on the internet, as online communication is beginning to lower the hurdles of geographical, social and emotional distance associated with sharing activities of an individual’s direct social circle. Although evidence suggests that the collaborative consumption market bears huge profit potentials, little research seems yet to have been conducted to foster the understanding of people’s motivation to engage in such sharing networks. To address this gap, the following research study reviews the literature on a diverse set of academic fields such as consumer behaviour, sharing, anthropology, sociology and increasing returns, based on which proposition are presented aimed at clarifying the influence of selected factors on people’s sharing behaviour.
Grounded on these propositions, the study provides a conceptual model designed to improve the understanding of people’s motivation to actively participate in collaborative consumption ventures. In this context, special focus is set on the supply of goods in ‘pure’ sharing systems in which no immediately observable exchange takes place. In an attempt to expose the assumptions made to preliminary scrutiny, focus group research has been conducted with frequent users of the Dutch collaborative consumption network Peerby. Findings suggest that there seems to be interaction effects between different constructs, as individuals tend to consider them jointly rather than independently when deciding whether to engage in sharing or not. Furthermore, the need for development of richer definitions of constructs used, to aid
better understanding of potentially influential factors and set a solid basis for future theory testing, is uncovered.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Introduction
- Literature Review
- General Approach
- Consumer Access to Resources
- Collaborative Consumption
- Sharing
- Sharing, Gift Giving and Commodity Exchange
- Incentives to Share
- Impediments to Share
- Increasing Returns - Putting Collaborative Consumption into Motion
- Conceptual Model
- Research Design and Methodology
- Case Selection - Peerby.com
- Exploratory Research
- Focus Group Technique
- Sample Choice and Research Execution
- Data Analysis and Results
- Discussion
- Conclusion
- Theoretical Contributions
- Managerial Contributions and Implications
- Limitations and Suggestions for further Research
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research study aims to investigate the factors that drive individual participation in collaborative consumption ventures. Focusing on "pure" sharing systems where no direct exchange is evident, the study seeks to understand the motivations behind individuals' willingness to share goods and services within online collaborative consumption platforms. It examines the influence of various factors on sharing behaviour, drawing on theories from consumer behaviour, sharing, anthropology, sociology, and increasing returns.
- Motivations behind participation in collaborative consumption ventures
- The impact of different factors on sharing behaviour
- The role of online platforms in facilitating collaborative consumption
- The potential of collaborative consumption as a business model
- The limitations and future directions of collaborative consumption research
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter provides an overview of the emerging trend of collaborative consumption, emphasizing its historical roots and the impact of online platforms. It discusses the global digital divide and highlights the potential of collaborative consumption for both individuals and businesses.
- Literature Review: This chapter delves into a diverse range of academic fields to provide a comprehensive understanding of the theoretical foundations of collaborative consumption. It examines concepts like consumer access to resources, sharing incentives and impediments, and the role of increasing returns in driving collaborative consumption activities.
- Conceptual Model: This chapter presents a model that outlines the key factors influencing individuals' participation in collaborative consumption ventures. It draws upon the literature review to identify and define important constructs and their relationships.
- Research Design and Methodology: This chapter explains the research approach employed in the study, including the case selection of Peerby.com, the use of exploratory research, and the application of focus group techniques to gather data from frequent users of the platform.
- Data Analysis and Results: This chapter presents the findings of the focus group research, highlighting the interaction effects between different constructs and the need for richer definitions to better understand the factors influencing sharing behaviour.
- Discussion: This chapter discusses the implications of the research findings, drawing connections between the observed patterns and existing theories. It explores the potential contributions of the study to both theoretical and managerial understanding of collaborative consumption.
Schlüsselwörter (Keywords)
This research explores the dynamics of collaborative consumption, focusing on the factors driving participation in online sharing platforms. Key terms include collaborative consumption, sharing, online platforms, consumer behaviour, incentives, impediments, increasing returns, and the global digital divide. The study aims to contribute to a deeper understanding of how these factors influence the adoption and growth of collaborative consumption models.
- Quote paper
- Anna Catharin Heil (Author), 2014, Drivers of Participation in Collaborative Consumption Ventures, Munich, GRIN Verlag, https://www.grin.com/document/314179
