Marketing in the Sharing Economy Eckhardt, Giana M.; Houston, Mark B.; Jiang, Baojun ...
Journal of marketing,
09/2019, Letnik:
83, Številka:
5
Journal Article
Recenzirano
The last decade has seen the emergence of the sharing economy as well as the rise of a diverse array of research on this topic both inside and outside the marketing discipline. However, the sharing ...economy’s implications for marketing thought and practice remain unclear. This article defines the sharing economy as a technologically enabled socioeconomic system with five key characteristics (i.e., temporary access, transfer of economic value, platform mediation, expanded consumer role, and crowdsourced supply). It also examines the sharing economy’s impact on marketing’s traditional beliefs and practices in terms of how it challenges three key foundations of marketing: institutions (e.g., consumers, firms and channels, regulators), processes (e.g., innovation, branding, customer experience, value appropriation), and value creation (e.g., value for consumers, value for firms, value for society) and offers future research directions designed to push the boundaries of marketing thought. The article concludes with a set of forward-looking guideposts that highlight the implications of the sharing economy’s paradoxes, maturation, and technological development for marketing research. Collectively, this article aims to help marketing scholars not only keep pace with the sharing economy but also shape its future direction.
ABSTRACT
The IT‐enabled sharing economy has enabled the taxi to become an Internet product, forming a popular new phenomenon in people's daily lives and creating new roles for employees. How the ...Internet taxi drivers’ work engagement is influenced in the context of the IT‐enabled sharing economy has become an interesting new area for IS researchers to explore. Although monetary rewards are important for employees’ behavior and performance, extant studies primarily emphasize the crowding‐out and crowding‐in effects of financial incentives, rather than the influencing mechanism. This article prospects and develops theoretically the effects of monetary rewards and workplace spirituality on work engagement and demonstrates these effects empirically. An analysis of 35 semistructured interviews revealed three intrinsic motivators: stress reduction, job autonomy, and self‐efficacy. We propose a structural model based upon motivation crowding theory. Responses to 235 survey responses showed that work engagement can be improved by providing monetary rewards and enhancing workplace spirituality through intrinsic motivators. This research contributes to exploring the mediating role of intrinsic motivators, extends motivation crowding theory to a new research field, and provides a new perspective on work engagement in the context of the IT‐enabled sharing economy. Our findings extend the previous research associated with workplace spirituality and the existing knowledge of operations management from the perspective of labor intensity and trade‐off between inputs and outputs.
What managers should know about the sharing economy Habibi, Mohammad Reza; Davidson, Alexander; Laroche, Michel
Business horizons,
January-February 2017, 2017-01-00, Letnik:
60, Številka:
1
Journal Article
Recenzirano
The phrase ‘sharing economy’ has grown to become an umbrella term for a wide range of nonownership forms of consumption activities such as swapping, bartering, trading, renting, sharing, and ...exchanging. In spite of such a wide spectrum of behaviors, there is limited practical knowledge about how individual sharing economy practices should be managed. Building on a framework that categorizes sharing economy practices based on their detailed characteristics, this article provides extensive recommendations to managers and practitioners. We argue that each practice is a hybrid of sharing and exchange, and provides several recommendations based on the nature of each practice's offering.
The sharing economy is a global phenomenon with rapid growth potential. While research has begun to explore segmentation between users and non-users, only limited research has looked at consumer ...segmentation within sharing economy services. In this paper, we build on this research gap by investigating consumer segmentation within a single sharing economy platform: Airbnb. Utilizing a mixed methods approach, with both a quantitative survey and a qualitative content analysis of Airbnb listings, we compare two different types of accommodation offered on Airbnb: shared room and entire home. Our findings indicate that within a single platform, the variety between offerings can create distinct consumer segments based on both demographics and behavioral criteria. We also find that Airbnb hosts use marketing logic to target their listings towards specific consumer segments. However, there is not, in all cases, strong alignment between consumer segmentation and host targeting, leading to potentially reduced matching efficiency.
•Users of shared rooms and entire homes on Airbnb are substantially different.•Income, education, gender, and travel modality predict accommodation choice.•Airbnb hosts strongly target listings for customer segments, such as for age.•Guest choice and host targeting do not align, leading to potential inefficiency.
The payments industry – the business of transferring value through public and corporate infrastructures – is undergoing rapid transformation. New business models and regulatory environments disrupt ...more traditional fee-based strategies, and new entrants seek to displace legacy players by leveraging new mobile platforms and new sources of data. In this increasingly diversified industry landscape, start-ups and established players are attempting to embed payment in ‘social’ experience through novel technologies of accounting for trust. This imagination of the social, however, is being materialized in gated platforms for payment, accounting, and exchange. This paper explores the ambiguous politics of such experiments, specifically those, like Bitcoin or the on-demand sharing economy, that delineate an economic imaginary of ‘just us’ – a closed and closely guarded community of peers operating under the illusion that there are no mediating institutions undergirding that community. This provokes questions about the intersection of payment and publics. Payment innovators’ attenuated understanding of the social may, we suggest, evacuate the nitty-gritty of politics.
In recent years, a growing body of research has analysed tourism-sharing economy users. While several studies have revealed the specific motivations of tourists for participating in such activities, ...there is an apparent lacuna with regard to understanding the generic motivations of such consumers. In response to this literature gap, the current study explores the motivations of these users, aiming to shed light on their values, lifestyles and consumption preferences. The motivations of sharing economy users were examined using a quantitative survey involving 738 consumers of EatWith - a global sharing economy marketplace that offers a communal dining experience. The study's findings indicate that EatWith users have the generic primary motivation of achievement. The findings present several contributions to scholars and practitioners, and propose that sharing economy users are affected both by the specific motivations of social considerations, environmental considerations and economic considerations, and by their primary motivations of ideals, achievement and self-expression.
As an integral part of the emerging sharing economy, ridesourcing refers to transportation services that connect community drivers with passengers via mobile devices and applications. The spectacular ...growth of ridesourcing has sparked a burgeoning literature discussing how it affects the future of cities. This paper presents a systematic review of the existing literature concerning the impact of ridesourcing on the efficiency, equity, and sustainability of urban development. Ridesourcing has a positive impact on economic efficiency. It both complements and competes with public transit, but its influence on traffic congestions near city centers is still unclear. Regarding urban equity, ridesourcing further amplifies the issue of the digital divide and raises concerns over the issues of discrimination and data privacy and security. It is also hotly contested whether prosumers (producers/consumers) are exploited by the sharing economy platforms, whether ridesourcing drivers are reasonably compensated, and how to better protect on-demand workers' rights. Even though ridesourcing has been promoting a green image, its true environmental impact has not been thoroughly investigated. According to the evidence reported in the literature so far, it is unlikely that ridesourcing will reduce private car ownership. Ridesourcing's impacts on energy consumption and greenhouse gas emissions are uncertain based on existing research. This paper outlines the danger of conceptual confusion and the methodological issues in the existing literature. Further research is sorely needed as the future of cities is indisputably tied to the sharing economy and its impacts on shared mobility.
•This paper systematically reviews the impact of ridesourcing on urban efficiency, equity and sustainability.•Ridesourcing both complements and competes with public transit, but its impact on traffic congestion is unclear.•Ridesourcing amplifies the issue of digital divide and raises concerns over discrimination and data privacy and security.•The growth of prosumerism and on-demand work calls for further research.•The environmental impact of ridesourcing has not been robustly quantified.•This paper outlines the danger of conceptual confusion in ridesourcing research.
The rapid growth of the platform economy has provoked scholarly discussion of its consequences for the nature of work and employment. We identify four major themes in the literature on platform work ...and the underlying metaphors associated with each. Platforms are seen as entrepreneurial incubators, digital cages, accelerants of precarity, and chameleons adapting to their environments. Each of these devices has limitations, which leads us to introduce an alternative image of platforms: as permissive potentates that externalize responsibility and control over economic transactions while still exercising concentrated power. As a consequence, platforms represent a distinct type of governance mechanism, different from markets, hierarchies, or networks, and therefore pose a unique set of problems for regulators, workers, and their competitors in the conventional economy. Reflecting the instability of the platform structure, struggles over regulatory regimes are dynamic and difficult to predict, but they are sure to gain in prominence as the platform economy grows.
In the past decade, we have seen a spectacular increase in the number of companies described as being part of the "sharing economy." The emerging academic research on the topic reflects the ...importance and the far-reaching implications of this phenomenon but also demonstrates a lack of conceptual clarity about what the sharing economy represents. By addressing the main conceptual tensions that exist in this field, our paper integrates the body of knowledge on the sharing economy, clarifies the concept, and develops a typology of sharing-economy organizations. We map out the antecedents and effects of the sharing economy, identifying empirical research that has been done at the consumer, provider, and platform levels of analysis, and develop avenues for future research.
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