In 2011, the American TIME Magazine described the "Sharing Economy" as one of the ten ideas that will change the world. The phenomenon, which encompasses the transformation of underutilized assets into productive resources, has not only fundamentally changed the daily lives of individuals; it has also substantially changed the business landscape. Business sectors, especially the dynamic automotive industry, have experienced a significant transformation. Therefore, managers must adapt their business strategy accordingly in order to stay profitable and meet the requirements of the future market.
Global trends such as an increase in economic and ecological awareness, fast technological improvements, traffic problems in megacities, as well as a change in the social importance of a car, have motivated people to search for alternative mobility solutions. Besides classical car rental, car-pooling, or car-leasing, carsharing is increasingly gaining worldwide attention. As the fastest-growing service among innovative mobility solutions, carsharing bears a high potential for business. The concept has a positive impact on the environment as it reduces car-ownership and supports the reduction of greenhouse gas emissions.
Furthermore, carsharing can help businesses and private organizations to overcome problems that emerge in megacities as it reduces traffic through the collaborative consumption of underutilized resources. Therefore, carsharing addresses current issues such as the increasing focus on efficient and sustainable business operations, logistical challenges in urban areas caused by the increasing population density and growth of megacities, and market saturation in industrialized countries.
Table of Contents
1 Introduction
1.1 Problem Specification and Relevance of Topic
1.2 Problem Statement and Course of Investigation
2 Research Background
2.1 Sharing Economy
2.2 Mobility Services
2.3 Carsharing
2.3.1 Carsharing in the German Market
2.3.2 Forms of Carsharing
2.3.3 Customers of Carsharing
3 Methodological Background
3.1 Means-End Chain Theory
3.1.1 Basic Idea
3.1.2 Elements of the Means-End Chains
4 Data Collection and Analysis
4.1 In-depth Interviews
4.2 Laddering Technique
4.3 Implementation
4.3.1 Candidate Recruitment
4.3.2 Procedure and Structure of the Interviews
4.3.3 Content Analysis
5 Results
5.1 MEC Analysis and Implication Matrix
5.2 Hierarchical Value Map
5.3 Main Motivational Patterns
6 Conclusion
6.1 Implications
6.1.1 Theoretical Implications
6.1.2 Managerial Implications
6.2 Future Research and Limitations
Objectives and Research Focus
This thesis aims to identify the motivational drivers of users within the peer-to-peer (P2P) carsharing market. By employing a qualitative research approach, the study seeks to bridge the existing knowledge gap concerning why individuals choose P2P carsharing services, ultimately providing actionable insights for businesses to expand their customer base and increase loyalty.
- Analysis of the current carsharing market landscape in Germany.
- Application of the Means-End Chain (MEC) theory to uncover deep-seated consumer motives.
- Conducting in-depth interviews and laddering techniques to map the decision-making process.
- Development of a Hierarchical Value Map (HVM) to visualize consumer perception.
- Formulation of marketing strategies and managerial guidelines based on identified motivational patterns.
Excerpt from the Book
Improve. The first underlying motive refers to the utilitarian goal of increasing one´s quality of life and enjoyment.
It arises through monetary aspects of saving money, which is connected to the attribute of low prices of P2P carsharing. People invest their saved money into other assets that they value higher than their transportation mode. For instance, Michael stated, “I think [private carsharing] is a good possibility to save money, which I can then spend in a situation where the increase in quality or service is more important to me.”
Moreover, customers also value the large variety of cars, which results in the functional consequence of a high degree of flexibility. They can choose an appropriate vehicle according to their individual mobility need, which in turn causes less worries and stress than other mobility solutions. Some customers stated that they used private carsharing especially for the transportation of large goods, such as during a movement. The large fleet size also offers the opportunity for users to test-drive different cars with the aim to satisfy their curiosity. The resulting joy further improves their overall satisfaction. Furthermore, the fast registration and easy handling when using a P2P carsharing platform allows customers to save time and effort, which is also perceived as an increase in quality of life. As the easiness and flexibility of the service are also connected to the value Convenience, the two participatory motives merge at some point. Looking at the number of times mentioned, these two motives are of paramount importance. The particular strong claims of such utilitarian motives are in line with other findings from literature (e.g., Bardhi & Eckhardt, 2012; Lindloff et al., 2014). It is closely related to the findings of Schaefers (2013) and Wilhelms, Henkel, and Falk (2015), who particularly emphasize the monetary aspect of saving and earning money through the participation in P2P carsharing. However, in contrast to previous studies, the results show that customers are also motivated through the ability to test-drive different cars. Through the large customer base, a broad range of cars is available to users, which they would not be able to drive at a classical car rental or B2C carsharing provider. Specifically, customers use private carsharing also to explore interesting cars. Some interviewees further claimed that they would use the service to look for a potential car to purchase in future.
Summary of Chapters
1 Introduction: This chapter provides an overview of the sharing economy and the automotive market, establishing the relevance of P2P carsharing and defining the research objectives.
2 Research Background: This section explores the evolution of mobility services and the sharing economy, focusing specifically on the distinction between B2C and P2P carsharing models.
3 Methodological Background: This chapter introduces the Means-End Chain (MEC) theory as a qualitative framework for understanding consumer decision-making processes.
4 Data Collection and Analysis: This chapter outlines the implementation of in-depth, semi-structured interviews and the laddering technique used to gather consumer insights.
5 Results: This chapter presents the data analysis, including the implication matrix and the Hierarchical Value Map, which identifies the core motivational patterns.
6 Conclusion: This final chapter synthesizes the findings, offering both theoretical and managerial implications, and identifies limitations and directions for future research.
Keywords
P2P Carsharing, Sharing Economy, Means-End Chain, Laddering, Consumer Motives, Mobility Services, Market Segmentation, Qualitative Research, Customer Satisfaction, Strategic Marketing, Automotive Industry, Consumer Behavior, Value-based Marketing, Convenience, Thriftiness.
Frequently Asked Questions
What is the primary objective of this thesis?
The thesis aims to identify the underlying motivational patterns of users participating in peer-to-peer (P2P) carsharing to help companies improve their marketing strategies.
What is the core subject of the research?
The research focuses on the P2P carsharing market and the specific psychological and functional reasons why individuals choose this service over traditional options.
Which scientific methodology is utilized?
The study employs the Means-End Chain (MEC) theory, utilizing in-depth, semi-structured interviews and the laddering technique to analyze the decision-making process of participants.
What are the four main motivational patterns identified?
The study identifies the four overachieving motivational patterns as Improve, Simplify, Economize, and Engage.
How is the P2P carsharing market defined in this paper?
It is defined as a mobility service where private car owners lend their vehicles to other drivers on a short-term basis via an online platform.
What is the role of the Hierarchical Value Map (HVM)?
The HVM serves as a "customer decision map" that visualizes the connections between service attributes, functional consequences, and underlying personal values.
Why are personal interactions important in P2P carsharing?
Participants value the ability to interact with real people rather than companies, which leads to a feeling of belonging, increased trust, and less reliance on anonymous hotlines.
Does the study confirm that environmental concerns drive participation?
In contrast to some previous research, this study finds that environmental awareness is not a primary driver, but rather a positive by-product or side-effect of participation.
What recommendation is provided regarding online search functions?
Providers are encouraged to integrate search functions that allow users to filter vehicles by specific characteristics to increase convenience and fit individual mobility needs.
What is the significance of the "Simplify" motive?
The Simplify motive reflects the user's desire to reduce stress, avoid the hassle of traditional car rental requirements, and benefit from the flexibility and local availability of vehicles.
- Quote paper
- Juliana Waltermann (Author), 2016, Identifying Participation Motives of Peer-to-Peer Carsharing Users, Munich, GRIN Verlag, https://www.grin.com/document/435397
