Who shares? Profiling consumers in the sharing economy. Issue 3 (August 2020)

• Record Type: Journal Article
• Authors: Sands, Sean; Ferraro, Carla; Campbell, Colin; Kietzmann, Jan; Andonopoulos, Vasiliki Vicki
• Is Part Of: Australasian marketing journal. Volume 28:Issue 3(2020)
• Page Start: 22
• Page End: 33
• Publication Date: 2020-08
• Subjects: Sharing economy -- Consumer behaviour -- Social norms -- Nudging; Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1016/j.ausmj.2020.06.005
• Languages: English
• ISSNs: 1441-3582

Abstract

Highlights: Despite the growing prevalence of the sharing economy, little is known about consumer differences in terms of their desire to access such products and services. This research provides insight into four distinct segments of consumers, each with different demand characteristics and consumption preferences with regard to sharing. Segmentation analysis reveals three types of consumers that engage in the sharing economy: we term these segments the mobility-focused sharer, the diverse platform sharer, and the power-platform sharer. A fourth segment does not engage in any sharing-based behaviour. This research takes a step forward in profiling users of the sharing economy and investigates how consumers might be nudged to engage in higher levels of shared consumption. Interestingly, we find that the future behaviour of only one segment (the diverse-platform sharer) was able to be influenced by behavioural nudging. Abstract: Sharing platforms are becoming increasingly common, transforming how organisations and customers interact across diverse categories. While there is clear demand for the sharing economy, less is known about heterogeneity of consumer preferences and the varying demand that exists for sharing experiences across different categories of consumption. In order to help brands better understand who shares, this research takes a step forward in the profiling of users of the sharing economy. Drawing on social psychology, this research investigates how social norms can be employed as a form of social influence and nudge consumers to engage in higher levels of shared consumption. We find three clear segments of sharing consumers, representing 86% of all consumers: the mobility-focused sharer, the diverse-platform sharer, and the power-platform sharer. The last segment (accounting for 14%) comprises consumers who do not engage with sharing platforms. Moreover, social norms influenced the future behaviours of only one segment of consumers: the diverse-platform sharer. We discuss how sharing platform providers can better understand, target, and convert consumers to engage in sharing. Chinese Abstract: 共享平台正变得越来越普遍, 改变了组织和客户在不同类别之间的互动方式.虽然共享经济的需求很明显, 但人们对消费者偏好的异质性以及不同消费类别之间共享体验的需求差异却知之甚少.为了帮助品牌更好地了解谁是共享者, 这项研究在分析共享经济的用户方面迈出了一步.从社会心理学的观点出发, 本研究调查了社会规范是如何作为一种社会影响的形式, 并推动消费者参与到更高水平的共享消费中.我们发现了三个清晰的共享消费者细分市场, 占所有消费者的86%:以移动性平台为中心的分享者, 多平台分享者和动力平台分享者.最后一部分)占14%(是不参与共享平台的消费者.此外, 社会规范只会影响一个消费者市场细分的未来行为:多平台分享者.我们讨论了共享平台提供商如何更好地理解, 定位和转换消费者参与共享.