A Shared Understanding: Redefining "Sharing" from a Consumer Perspective. Issue 4 (2nd October 2019)

• Record Type: Journal Article
• Authors: Reich, Brandon J.; Yuan, Hong
• Is Part Of: Journal of marketing theory and practice. Volume 27:Issue 4(2019)
• Page Start: 430
• Page End: 444
• Publication Date: 2019-10-02
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2019.1644954
• Languages: English
• ISSNs: 1069-6679

Abstract

Abstract : The word "sharing" has been adopted by marketing practitioners and academics to explain a variety of market-based phenomena, leading to confusion around its meaning. Across four studies, the current research systematically investigates what sharing means from a novel perspective: the consumer. The results of the first two studies (1 and 2) suggest that consumers hold a unified conceptualization of sharing distinct from formal academic conceptualizations. Study 3 explores what the core features of this consumer conceptualization might be, and study 4 confirms these features while connecting perceived sharing to consumers' intentions to join a "sharing" service.