FATORES QUE CONTRIBUEM PARA O CONSUMO DE PLATAFORMAS DE ECONOMIA DO COMPARTILHAMENTO: UM ESTUDO COM JOVENS UNIVERSITÁRIOS
Abstract
The sharing economy is a recent theme of the contemporary society, in which there has been observed a growth of organizations with this profile and the attention of investors to the companies that appear in this segment. The shared economy can be considered a peer-to-peer activity based on obtaining, granting or sharing access to goods and services, coordinated through online community services. Platforms of diverse segments like Uber (transport), Airbnb and CouchSurfing (Tourism and Hospitality), Zazcar and Zipcar (car sharing), Coursera and Cinese (education) are some of the examples that have appeared in this sense. The purpose of this article is to investigate the factors that contribute to the propensity of consumers to participate in shared economy platforms. For this, a qualitative, exploratory study was carried out with focus groups, using content analysis as a method of analysis. As a result, it was concluded that cost savings, social influence and trust, and age and stage in the life cycle are the factors that contribute most to the interest in using shared economy platforms in the view of participants focus groups.
Downloads
Download data is not yet available.
References
ALBINSSON, P. A.; PERERA, Y. Alternative Marketplaces in the 21st Century: Building Community through Sharing Events. Journal of Consumer Behavior, v. 11, n. 4, p. 303–315, 2012.
ARNOULD, E. J.; ROSE, A. S. Mutuality: Critique and substitute for Belk’s ‘‘sharing’’. Marketing Theory, p. 1-25, 2015.
ARNOULD, E. J.; THOMPSON, C. J. Consumer culture theory (CCT): Twenty years of research. Journal of consumer research, v. 31, n. 4, p. 868-882, 2005.
BARDHI, F.; ECKHARDT, G. M. Access-based Consumption: The Case of Car Sharing. Journal of Consumer Research, v. 39, p. 881–98, 2012.
BELK, R.; SOBH, R. Is Sharing An Alternative To Private Ownership? International Review of Business Research Papers, v. 3, n. 5, p.78-87, 2007.
BELK, R. Sharing. Journal of Consumer Research, v. 36, p. 715–734, 2010.
BELK, R.; FISCHER, E.; KOZINETS, R. V. Qualitative consumer and marketing research. London: Sage, 2012.
BELK, R. You Are What You Can Access: Sharing and Collaborative Consumption online. Journal of Business Research, v. 7, p. 1595–1600, 2014.
BONSÓN PONTE, E.; CARVAJAL-TRUJILLO, E.; ESCOBAR-RODRÍGUEZ, T. Influence of trust and perceived value on the intention to purchase travel online: integrating the effects of assurance on trust antecedents. Tourism Management, v. 47, p. 286-302, 2015.
BOTSMAN, R.; ROGERS, R. O Que É Meu É Seu: Como o Consumo Colaborativo Vai Mudar o Nosso Mundo. Porto Alegre: Bookman, 2011.
ERT, E.; FLEISCHER, A.; MAGEN, N. Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, v. 55, p. 62-73, 2016.
FODNESS, D. Measuring tourist motivation. Annals of Tourism Research, v. 21, n. 3, p. 555–581, 1994.
GANSKY, L. The mesh: Why the future of business is sharing. Penguin, 2010.
HAMARI, J.; SJÖKLINT, M.; UKKONEN, A. The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, v. 67, n. 9, p. 2047-2059, 2016.
HELLWIG, K.; BELK, R. W.; MORHART F. M. Sharing and the Marketplace: What is Shared in the Sharing Economy? In: Special Session: Scrutinizing the So-Called "Sharing Economy", Consumer Culture Theory Conference, Fayetteville, USA, 2015.
HENNIG-THURAU, T.; GWINNER, K. P.; WALSH, G.; GREMLER, D. D. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, v. 18, n. 1, p. 38-52, 2004.
HEO, C. Y. Sharing economy and prospects in tourism research. Annals of Tourism Research, 2016.
KENNEDY, J. Conceptual boundaries of sharing. Information, Communication & Society, 2015.
KIM, J.; YOON, Y.; ZO, H. Why People Participate in the Sharing Economy: A Social Exchange Perspective. In: Pacific Asia Conference on Information Systems, 2015.
KIM, M.-J.; CHUNG, N.; LEE, C.-K. The effect of perceived trust on electronic commerce: shopping online for tourism products and services in South Korea. Tourism Management, v. 32, n. 2, p. 256-265, 2011.
KOZINETS, R. V. Utopian enterprise: articulating the meanings of Star Trek's culture of consumption. Journal of Consumer Research, v. 28, n. 1, 2001.
KUNZ, W.; SESHADRI, S. From Virtual Travelers to Real Friends: Relationship-building Insights from an Online Travel Community. Journal of Business Research, v. 68, p. 1822–1828, 2015.
LAMBERTON, C. P.; ROSE, R. When is ours better than mine? A framework for understanding and altering participation in consumer sharing systems. Journal of Marketing, v. 76, p. 109–125, 2012.
LIANG, L. J.; CHOI, H. S. C.; JOPPE, M. Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, p. 1-17, 2017.
MCCRACKEN, G. Cultura e consumo: uma explicação teórica da estrutura e do movimento do significado cultural dos bens de consumo. Revista de Administração de Empresas, v. 47, n. 1, p. 99-115, 2007.
MÖHLMANN, Mareike. Collaborative Consumption: Determinants of Satisfaction and the Likelihood of Using a Sharing Economy Option Again. Journal of Consumer Behaviour, v. 14, n. 3, p. 193-207, 2015.
PISCICELLI, L.; COOPER, T.; FISHER, T. The role of values in collaborative consumption: insights from a product-service system for lending and borrowing in the UK. Journal of Cleaner Production, v. 97, p. 21-29, 2015.
RIFKIN, J. Sociedade com custo marginal zero. São Paulo: M. Books, 2016.
SACKS, D., 2011. The sharing economy. Fast Company. Disponível em:.
SALOMÃO, K. Airbnb movimentou R$ 2 bilhões no Brasil em 2016. EXAME, 2017. Disponível em:
SCARABOTO, D. Selling, Sharing, and Everything In Between: The Hybrid Economies of Collaborative Networks. Journal of Consumer Research, v. 42, 2015.
SILVEIRA, L. M.; PETRINI, M.; SANTOS, A. C. M. Z. D. Economia compartilhada e consumo colaborativo: o que estamos pesquisando?. Revista de Gestão, v. 23, n. 4, p. 298-305, 2016.
SOUZA, C. A. P.; LEMOS, R. Aspectos Jurídicos da Economia do Compartilhamento: Função Social e Tutela da Confiança. Revista de Direito da Cidade, v. 8, n. 4, p. 1757- 1777, 2016.
TUSSYADIAH, I. P. Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, v. 55, p. 70-80, 2016.
TUSSYADIAH, I. P.; PESONEN, J. Impacts of peer-to-peer accommodation use on travel patterns. Journal of Travel Research, 2015.
UBER. Fatos e Dados sobre a Uber, 2017. Disponível em: https://www.uber.com/pt-BR/newsroom/fatos-e-dados-sobre-uber/
ARNOULD, E. J.; ROSE, A. S. Mutuality: Critique and substitute for Belk’s ‘‘sharing’’. Marketing Theory, p. 1-25, 2015.
ARNOULD, E. J.; THOMPSON, C. J. Consumer culture theory (CCT): Twenty years of research. Journal of consumer research, v. 31, n. 4, p. 868-882, 2005.
BARDHI, F.; ECKHARDT, G. M. Access-based Consumption: The Case of Car Sharing. Journal of Consumer Research, v. 39, p. 881–98, 2012.
BELK, R.; SOBH, R. Is Sharing An Alternative To Private Ownership? International Review of Business Research Papers, v. 3, n. 5, p.78-87, 2007.
BELK, R. Sharing. Journal of Consumer Research, v. 36, p. 715–734, 2010.
BELK, R.; FISCHER, E.; KOZINETS, R. V. Qualitative consumer and marketing research. London: Sage, 2012.
BELK, R. You Are What You Can Access: Sharing and Collaborative Consumption online. Journal of Business Research, v. 7, p. 1595–1600, 2014.
BONSÓN PONTE, E.; CARVAJAL-TRUJILLO, E.; ESCOBAR-RODRÍGUEZ, T. Influence of trust and perceived value on the intention to purchase travel online: integrating the effects of assurance on trust antecedents. Tourism Management, v. 47, p. 286-302, 2015.
BOTSMAN, R.; ROGERS, R. O Que É Meu É Seu: Como o Consumo Colaborativo Vai Mudar o Nosso Mundo. Porto Alegre: Bookman, 2011.
ERT, E.; FLEISCHER, A.; MAGEN, N. Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, v. 55, p. 62-73, 2016.
FODNESS, D. Measuring tourist motivation. Annals of Tourism Research, v. 21, n. 3, p. 555–581, 1994.
GANSKY, L. The mesh: Why the future of business is sharing. Penguin, 2010.
HAMARI, J.; SJÖKLINT, M.; UKKONEN, A. The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, v. 67, n. 9, p. 2047-2059, 2016.
HELLWIG, K.; BELK, R. W.; MORHART F. M. Sharing and the Marketplace: What is Shared in the Sharing Economy? In: Special Session: Scrutinizing the So-Called "Sharing Economy", Consumer Culture Theory Conference, Fayetteville, USA, 2015.
HENNIG-THURAU, T.; GWINNER, K. P.; WALSH, G.; GREMLER, D. D. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, v. 18, n. 1, p. 38-52, 2004.
HEO, C. Y. Sharing economy and prospects in tourism research. Annals of Tourism Research, 2016.
KENNEDY, J. Conceptual boundaries of sharing. Information, Communication & Society, 2015.
KIM, J.; YOON, Y.; ZO, H. Why People Participate in the Sharing Economy: A Social Exchange Perspective. In: Pacific Asia Conference on Information Systems, 2015.
KIM, M.-J.; CHUNG, N.; LEE, C.-K. The effect of perceived trust on electronic commerce: shopping online for tourism products and services in South Korea. Tourism Management, v. 32, n. 2, p. 256-265, 2011.
KOZINETS, R. V. Utopian enterprise: articulating the meanings of Star Trek's culture of consumption. Journal of Consumer Research, v. 28, n. 1, 2001.
KUNZ, W.; SESHADRI, S. From Virtual Travelers to Real Friends: Relationship-building Insights from an Online Travel Community. Journal of Business Research, v. 68, p. 1822–1828, 2015.
LAMBERTON, C. P.; ROSE, R. When is ours better than mine? A framework for understanding and altering participation in consumer sharing systems. Journal of Marketing, v. 76, p. 109–125, 2012.
LIANG, L. J.; CHOI, H. S. C.; JOPPE, M. Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, p. 1-17, 2017.
MCCRACKEN, G. Cultura e consumo: uma explicação teórica da estrutura e do movimento do significado cultural dos bens de consumo. Revista de Administração de Empresas, v. 47, n. 1, p. 99-115, 2007.
MÖHLMANN, Mareike. Collaborative Consumption: Determinants of Satisfaction and the Likelihood of Using a Sharing Economy Option Again. Journal of Consumer Behaviour, v. 14, n. 3, p. 193-207, 2015.
PISCICELLI, L.; COOPER, T.; FISHER, T. The role of values in collaborative consumption: insights from a product-service system for lending and borrowing in the UK. Journal of Cleaner Production, v. 97, p. 21-29, 2015.
RIFKIN, J. Sociedade com custo marginal zero. São Paulo: M. Books, 2016.
SACKS, D., 2011. The sharing economy. Fast Company. Disponível em:
SALOMÃO, K. Airbnb movimentou R$ 2 bilhões no Brasil em 2016. EXAME, 2017. Disponível em:
SCARABOTO, D. Selling, Sharing, and Everything In Between: The Hybrid Economies of Collaborative Networks. Journal of Consumer Research, v. 42, 2015.
SILVEIRA, L. M.; PETRINI, M.; SANTOS, A. C. M. Z. D. Economia compartilhada e consumo colaborativo: o que estamos pesquisando?. Revista de Gestão, v. 23, n. 4, p. 298-305, 2016.
SOUZA, C. A. P.; LEMOS, R. Aspectos Jurídicos da Economia do Compartilhamento: Função Social e Tutela da Confiança. Revista de Direito da Cidade, v. 8, n. 4, p. 1757- 1777, 2016.
TUSSYADIAH, I. P. Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, v. 55, p. 70-80, 2016.
TUSSYADIAH, I. P.; PESONEN, J. Impacts of peer-to-peer accommodation use on travel patterns. Journal of Travel Research, 2015.
UBER. Fatos e Dados sobre a Uber, 2017. Disponível em: https://www.uber.com/pt-BR/newsroom/fatos-e-dados-sobre-uber/
Published
2020-05-10
How to Cite
Luciana Alves Rodas Vera, & de Sevilha Gosling, M. (2020). FATORES QUE CONTRIBUEM PARA O CONSUMO DE PLATAFORMAS DE ECONOMIA DO COMPARTILHAMENTO: UM ESTUDO COM JOVENS UNIVERSITÁRIOS. Caderno De Administração, 27(2), 60-81. Retrieved from https://periodicos.uem.br/ojs/index.php/CadAdm/article/view/51498
Issue
Section
Articles
Os autores podem manter os direitos autorais pelo seu trabalho, mas repassam direitos de publicação à revista Caderno de Administração. A revista poderá usar o trabalho para fins não-comerciais, incluindo direito de enviar o trabalho em bases de dados de Acesso Livre.
