FATORES QUE CONTRIBUEM PARA O CONSUMO DE PLATAFORMAS DE ECONOMIA DO COMPARTILHAMENTO: UM ESTUDO COM JOVENS UNIVERSITÁRIOS
Palavras-chave:
Economia compartilhada. Comportamento do consumidor. Motivações de consumo. Grupos de foco. Análise de conteúdo.
Resumo
A economia compartilhada é um tema recente da sociedade contemporânea, em que tem se observado um crescimento de organizações com este perfil e a atenção de investidores às empresas que surgem nesse segmento. A economia compartilhada pode ser considerada uma atividade de peer-to-peer com base na obtenção, concessão ou compartilhamento de acesso a bens e serviços, coordenada através de serviços comunitários online. Plataformas de diversos segmentos como Uber (transporte), Airbnb e CouchSurfing (Turismo e Hospitalidade), Zazcar e Zipcar (compartilhamento de carros), Coursera e Cinese (educação) são alguns dos exemplos que têm surgido nesse sentido. O objetivo do presente artigo é investigar quais são os fatores que contribuem para propensão de consumidores para participar de plataformas de economia compartilhada. Para isso, realizou-se um estudo qualitativo, de caráter exploratório, com grupos de foco, empregando-se a análise de conteúdo como método de análise. Como resultado, concluiu-se que a economia de custos, a influência social e a confiança, e a idade e o estágio no ciclo de vida são os fatores que mais contribuem para o interesse em utilizar as plataformas de economia compartilhada, na visão dos participantes dos grupos de foco.
Downloads
Não há dados estatísticos.
Referências
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/
Publicado
2020-05-10
Como Citar
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. Recuperado de https://periodicos.uem.br/ojs/index.php/CadAdm/article/view/51498
Edição
Seção
Artigos
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.
