An exploratory study into Collaborative Consumption; analysis of drivers and deterrents influencing consumer behaviour within car-sharing practices.
(2017) An exploratory study into Collaborative Consumption; analysis of drivers and deterrents influencing consumer behaviour within car-sharing practices., no. 56.
This research explores consumer behaviour in relation to Collaborative Consumption practices; specifically, an investigation upon the car-sharing phenomenon from a consumer's perspective is conducted, through a comprehensive case study around the motivational factors and variables highlighted by the literature influencing users' and non-users' perspective, behaviour and, possibly, purchasing choices. As current literature and industry-players are individuating a shift in consumers' attitude and behaviour, this research test, assess and evaluate the theories that constitute the understanding of consumers. A quantitative approach was chosen in order to test, order the hierarchy and quantify the degree of influence of nine distinctive influential factors - drivers and deterrents - representing the main research framework. The included factors are: Sustainability (Bardhi and Eckhardt, 2012; Prothero et al., 2011; Botsman and Rogers, 2010; Belk, 2007); Hedonic purpose, Curiosity, and Enjoyment (Wasko and Faraj, 2000; Durgee and O'Connor, 1995); Trust, Safety, and Privacy (Lauterback et al., 2009; Dellarocas, Dini & Spagnolo, 2006); Total Costs and Economic Benefits (Lamberton & Rose, 2012; Thaler, 2008); Virtual platform interface (Botsman & Rogers, 2012; Mause, 2008); Environmental, The 'Green Factor' (Luchs et al., 2011; Prothero et al., 2011; Minton & Rose, 1997); Ease of use: Availability and Accessibility (Lamberton & Rose, 2012; Rindfleisch & Crockett, 1999); Social Connection and Sense of Belonging to to community (Wasko & Faraj, 2000; Kelman, 1958); Quality of Service (Sinha and Mandel 2008; Hennig-Thurau, Henning, and Sattler, 2007). The findings of this project broadly support the researches and studies reviewed in the literature; specifically, both users' and non-users' responses corroborate the criticalities involving the principle of 'Trust, Safety, and Privacy' and its role within collaborative systems. Additionally, in relation to corollary findings are drawn further managerial, societal and research implications