A cultura da participação abre no mundo digital um leque de novos e remodelados comportamentos do mundo clássico. Tanto os formatos de participação, quanto a colaboração e cooperação se ressignificam dentro da cibercultura. O que é fundamental para entender o consumo colaborativo. Este trabalho delineia um posicionamento conceitual do consumo colaborativo entre outros conceitos semelhantes como compartilhamento, cooperação e dilemas sociais, com o objetivo de diferenciar gradientes de colaboração dentro dos modelos de consumo colaborativo. Na investigação teórica, o que se encontrou foi uma linha tênue que distingue os graus de colaboração e cooperação pelo nível de envolvimento pró-social e a interação entre consumidores. Do ponto de vista da comunicação e do design de user experience, esse trabalho realizar um estudo de recepção que compara os elementos informativos gráficos mais recorrentes nos sites de consumo colaborativo com a percepção de importância desses elementos pelos usuários. Além de contribuir com uma escala de colaboração que pode ser aplicada em iniciativas desse tipo para classificá-las desde altamente cooperativas a altamente colaborativas. Os achados auxiliarão futuras pesquisas acadêmicas nessa área. / The participatory culture in the digital world opens a range of new and refurbished behaviors of the classical world. The shades of sharing, collaboration and cooperation are resignify within cyberculture. This is critical to understand the collaborative consumption. This paper outlines a conceptual positioning of the collaborative consumption and other similar concepts such as sharing, cooperation and social dilemmas, in order to differentiate collaboration gradients inside collaborative consumption models. In theoretical research, we found a fine line that distinguishes the degrees of collaboration and cooperation by the level of prosocial involvement and interaction among consumers. From the point of view of communication and user experience design, this work conduct a study of reception that compares the most frequent graphic pieces of information on collaborative consumption websites with the perceived importance of these elements by the users. Besides contributing with a collaborative scale that can be applied in such initiatives to rank them from highly cooperative to highly collaborative. The findings will help future academic research in this area.

abstract: This dissertation examines travelers’ innovation adoption and repurchase behaviors in the sharing economy. The central question is to what extent the tourism industry embraces service innovations in the sharing economy. Predicated upon behavioral reasoning theory, this research makes a contribution to the tourism study and diffusion of innovation literature, by exploring the influence of travelers’ reasonings in the innovation decision process. The dissertation follows a two-study format. The analysis contextualizes reasons for and against adoption, by incorporating appropriate constructs relevant to service innovations in social dining services (Study 1) and ride-sharing services (Study 2). An exploratory mixed methods approach is taken in both studies. The survey data and the semi-structured interviews are used to identify the context-specific reasons for and against adoption. And, a series of statistical analyses are employed to examine how reasonings influence intentions to adopt social dining services (Study 1) and intentions to repurchase ride-sharing services for the next trip (Study 2). The main results suggest that both reasons for and reasons against adoption have countervailing influences in the psychological processing, supporting the validity of the research models. The findings also reveal that different psychological paths in travelers’ adoption and repurchase intentions. In Study 1, the trustworthiness of service providers attenuates the reasons against adoption and enhances the likelihood of adopting social dining services in the pre-adoption stage. In Study 2, attitude strength functions as an additional construct, which mediates travelers’ attitudes and ultimately intentions to repurchase ride-sharing services for the next trip in the post-adoption stage. By developing and testing a framework comprising a set of consumers’ beliefs, reasonings for adoption and resistance, attitudes towards adoption, and behavioral responses to the sharing economy, the insights gleaned from this research allow practical recommendations to be made for service providers, platform providers, and policy makers in the tourism industry. / Dissertation/Thesis / Doctoral Dissertation Community Resources and Development 2019

Det finns många miljömässiga och ekonomiska baksidor med de konsumtionsmönster som har utvecklats i västvärlden. Detta har lett till ökad medvetenhet kring problemen. Kollaborativ konsumtion är en företeelse som fått allt större spridning tack vare modern teknik och internet. Det innebär ett sätt att förändra konsumtionsmönstren genom att dela på materiella tillgångar. I den här pilotstudien intervjuades sju personer. Fem av dessa har valt att delta i Swinga Bazaar, en nystartad digital tjänst för kollaborativ konsumtion av föremål. De begränsningar som framkom gällande ägodelar kan delas upp i två slag: Hinder, alltså något som gör att respondenten tvekar eller avstår från att delta, och förebehåll, vilket innebär att de kan delta men på vissa villkor. Mest frekvent förekommande var förbehåll angående vem respondenterna kunde tänka sig att låna/hyra ut till. En slutsats är därför att man bör anpassa digitala tjänster för kollaborativ konsumtion till att ta detta resultat i beaktande; användarna bör ges möjlighet att välja att låna/hyra ut bara till personer de känner sedan tidigare. Ytterligare ett syfte med studien var att undersöka drivkrafter bakom valet att delta i kollaborativ konsumtion. När det gällde Swinga Bazaar var sociala relationer viktigast, men även när det gällde den generella synen på kollaborativ konsumtion angavs sociala aspekter som en av de viktigaste fördelarna. Därför är en slutsats att de aktiva användarna är viktiga som förebilder. De bör involveras i arbetet för att locka ännu fler att delta. Andra fördelar med kollaborativ konsumtion som framkom i intervjuerna var bland annat miljöskäl och möjligheten att spara pengar samt ett mer effektivt nyttjande av egna och andras ägodelar. Denna bredd av motiverande faktorer möjliggör olika tilltalssätt för att locka fler människor till att delta. / There are many social and economic downsides to the consumption patterns that have developed in the Western world. This has lead to an increased awareness·of the problem. Collaborative consumption is a phenomen that is gaining traction thanks to modern technology and the internet. It represents one way of changing consumption patterns by sharing tangible assets. In this pilot study, seven people were interviewed. Five of these have chosen to participate in Swinga Bazaar, a newly established digital service for collaborative consumption of goods. The limitations that emerged regarding belongings can be divided into two kinds: obstacles, that is, something that makes the respondent hesitate or refrain from participating, and restrictions, which means they can participate but under certain conditions. The most frequently occurring restriction concerned who the respondents were willing to lend or rent to. One conclusion is therefore that one should adapt digital servives for collaborative consumption to consider this result; the users should be given the option to lend/rent only to people with whom they are already familiar. Another aim with the study was to investigate the driving forces behind the choice to participate in collaborative consumption. In the case of Swinga Bazaar, social relations were the most important. But also concerning the general view of collaborative consumption, social aspects were identified as one of the most important benefits. Therefore, one can draw the conclusion that the active users are important as role models. They should be involved in the work to encourage even more people to participate. Other benefits of collaborative consumption emerging from the interviews were environment reasons and the possibility to save money as well as a more efficient use of their own and others belongings. This breadth of motivating factors enables different ways to attract people to take part.

In 2010, an innovative consumer consumption model emerged and companies like Zipcar and Groupon were important examples that demonstrated how rapidly new collaborative ventures were able to attract venture capital funding and attract members. The term “collaborative consumption” became part of the Internet lexicon and demonstrated that such sites and services were more than a way of promoting and selling products; rather, it is a marketing reflection of the ways in which it is now possible to interact and to share ideas and creative initiative in this digitally connected, globalized world. This report will examine the background of collaborative consumption and provide a pilot study examining its use across two cultures (USA and China), the life style and attitudinal variables that characterize those who use it. The discussion will also include the impact of this collaborative behavior on the role of advertising agencies as well as informed guesses about future growth of this retail and networked phenomenon. / text

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2018-02-28T18:54:41Z No. of bitstreams: 1 Daniella Fernandes de Oliveira Orsi.pdf: 1675678 bytes, checksum: df05ff77cabad394821af49b47b3e08c (MD5) / Made available in DSpace on 2018-02-28T18:54:41Z (GMT). No. of bitstreams: 1 Daniella Fernandes de Oliveira Orsi.pdf: 1675678 bytes, checksum: df05ff77cabad394821af49b47b3e08c (MD5) Previous issue date: 2017-07-25 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This study aimed to investigate the practices of collaborative consumption, in the social strata A and B of the city of São Paulo, by analyzing the facilities, difficulties and the real interests of the interviewees to increasingly seek access and sharing instead of Ownership of products and services. The research question considers how collaborative consumption can be expanded in order to establish a win - win system for businesses and consumers, as well as to understand if this practice is driven by social, economic or technological drivers (OWYANG, 2013c). It is presented as the collaborative consumption established in society, driven by the internet, creating a new culture, based on the consumption systems defined by Botsman and Rogers (2011) and in the twelve categories classified by Owyang et al. (2014). With the purpose of giving subsidies to the companies to develop more appropriate strategies next to this new profile of consumption, a qualitative, exploratory descriptive study was developed through a bibliographical review and semi-structured interviews in field research. The results indicate the real interests of respondents about the products or services made available on the collaborative consumption beyond the knowledge of which services are used, identifying the specifics of these social classes sharing phenomenon. It has also been possible to infer that the interest with respect to the practice of collaborative consumption is driven by several factors, one being the economic factor as the paramount among the respondents. To finalize the study are presented business and academic contributions and suggestions for research on the topic / Este estudo buscou investigar as práticas do consumo colaborativo, nos estratos sociais A e B da cidade de São Paulo, por meio da análise das facilidades, dificuldades e dos reais interesses dos entrevistados a buscarem de forma crescente o acesso e o compartilhamento em vez da posse dos produtos e serviços. A questão de pesquisa considera: De que forma o consumo colaborativo pode ser expandido a fim de estabelecer um sistema ganha-ganha, para as empresas e os consumidores, além de compreender se esta prática é impulsionada por condutores sociais, econômicos ou tecnológicos (OWYANG, 2013c). Apresenta-se como o consumo colaborativo se estabeleceu na sociedade, impulsionado pela internet, criando uma nova cultura, com base nos sistemas de consumo definidos por Botsman e Rogers (2011) e nas doze categorias classificadas por Owyang et al. (2014). Com o intuito de dar subsídios às empresas para o desenvolvimento de estratégias mais adequadas junto a este novo perfil de consumo, foi desenvolvido um estudo de natureza qualitativa, exploratório-descritivo, por meio de uma revisão bibliográfica e de entrevistas semiestruturadas na pesquisa de campo. Os resultados indicam os reais interesses dos entrevistados acerca dos produtos ou serviços disponibilizados no consumo colaborativo além do conhecimento de quais serviços são utilizados, identificando as especificidades do fenômeno de compartilhamento nestas classes sociais. Também foi possível inferir que o interesse com relação à pratica do consumo colaborativo é impulsionado por diversos fatores, sendo fator o econômico como o primordial entre os respondentes. Para finalizar o estudo são apresentadas contribuições empresariais e acadêmicas e sugestões de pesquisas sobre o tema.

Purpose: The purpose of this study is to investigate the relationship between consumer behavior and the business (B2C and C2C) in the sharing economy. Research questions: What factors of Consumer behaviour effect C2C business in sharing economy? What factors of Consumer behaviour effect B2C business in sharing economy? Methodology: A descriptive research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 120 respondents in China. Conclusion: the finding from the study demonstrates that all of the adopted variables (psychological, personal, social and culture) had a close link and impact on the B2C business based on a shared economy. the findings indicated that with the exception of the ‘social’ variable, the others had a considerable impacts on the business strategy, despite the existing variability. The research shows that most of the elements of the consumer behavior affect both B2C and C2C.The applicability of the model is essential to the multinational firms.

The aim of this article is to give an overview of the business model concept and theories focussing on the sharing economy. Selected concepts and studies are presented, and its application, usefulness and limitations are discussed. The concepts and models that are presented in more detail build the foundation for the realisation of a digital business plan. The plan was part of the overall examination for the course ‘Digital Business Development’ at Linnæus University. The theories and studies concerning business models are being traced back to 1975. With the advent of the Internet mid-1990s the academic community picked up on the business model concept and an increasing number of articles, publications and studies were published. Although the huge interest in the concept, there is still no common theoretical foundation and established researchers such as Michael E. Porter even argue that the business model doesn’t help a company to develop or to assess competitive advantage instead it only helps to understand basic questions. Airbnb and Uber have been the companies mostly cited when articles were written about the ‘sharing economy’. The research field of the sharing economy is rather new and most of the theoretical foundation is rooted in the concept of ownership. Recently, researchers have begun to investigate frameworks around the sharing economy i.e. understanding the determinants of a successful sharing model from a marketing and technological perspective. The literature related to the sharing economy is still in its formation phase. The theory must reach a higher level of generalizability and move away from pure descriptions of ‘successful companies in the sharing economy’. Most studies have focused on identifying motivational factors for consumers and companies to participate in the sharing economy. In conclusion, both concepts have its strengths and weaknesses, but they provide useful insights for analyzing current situations and developing potential strategic directions.

Abstract Background: Most of existing literature in the field of sharing economy has focused on aspects of sustainability and business model structure. Research on brand image in the sharing economy has up until today not been an area of investigation. The purpose of a company’s marketing activities is to influence the perception and attitude towards the brand and stimulate consumers’ purchasing behavior by establish the brand image in consumers’ mind. The peer-to-beer based structure of sharing goods and services in the sharing economy consequently means less involvement from the focal company and presents the challenge of influencing the customers’ perception of the brand. Purpose: Page and Lepkowska-White (2002) developed the ‘Web Equity Framework’ which illustrates factors affecting brand equity in an online environment. By using this framework as a foundation for interviews, the purpose of this study is to understand how brand image is built and uncover factors that affects brand image in the sharing economy. Method: This is a qualitative study using an abductive approach. Seven in-depth interviews have been held with sharing economy companies in Sweden to collect data and gain an understanding in the field of study. Conclusion: The findings of this study show five factors that affect brand image in the sharing economy. The factors in Page and Lepkowska-White’s (2002) framework have been found to affect brand image also in the sharing economy, to different extent. However, two of them have been renamed to more appropriately fit the field of study and one additional factor has been identified, namely Peer trust, which has been illustrated in a revised model. Since trust between consumers becomes more apparent in the sharing economy, this is also one of the factors that impact the way consumers perceive the brand.

Purpose - Collaborative consumption, such as car sharing, speci fi cally implicates customer-to-customer interaction, which must be regulated by service providers (companies, peers and self-regulating communities), comprising different challenges for business organizations. While in conventional business relations, consumers are protected from undesirable customer behavior by laws, regulations (power) in the context of collaborative consumption are rare, so that trust becomes more relevant. It is the purpose of the study to investigate possible mechanisms to prevent undesirable customers in collaborative consumption. Design/methodology/Approach - In between subject designs, samples of 186 and 328 consumers fi lled in experimental online questionnaires with vignettes. Analyses were made of differences among car sharing companies, private persons and car sharing communities in terms of the power of providers, trust in providers and trust in other users of the shared goods, undesirable customer behavior and consumer - provider relations. Findings - Companies, private persons and self-regulating communities differ in terms of perceived power and trust. Participants speci fi cally perceive mainly coercive power with the car sharing company, but with the private person and the community, reason-based trust in other users is perceived as prevalent. Nevertheless, undesirable customer behavior varies only marginally over the models. Originality/value - The present study is the first to investigate measures to prevent undesirable customer behavior over different collaborative consumption models. This enables appropriate identification of market segments and tailoring of services. The study identifies opportunities for companies in contrast to private persons and self-regulating communities and, in doing so, provides important stimulation for marketing strategy and theory development.

A cultura da participação abre no mundo digital um leque de novos e remodelados comportamentos do mundo clássico. Tanto os formatos de participação, quanto a colaboração e cooperação se ressignificam dentro da cibercultura. O que é fundamental para entender o consumo colaborativo. Este trabalho delineia um posicionamento conceitual do consumo colaborativo entre outros conceitos semelhantes como compartilhamento, cooperação e dilemas sociais, com o objetivo de diferenciar gradientes de colaboração dentro dos modelos de consumo colaborativo. Na investigação teórica, o que se encontrou foi uma linha tênue que distingue os graus de colaboração e cooperação pelo nível de envolvimento pró-social e a interação entre consumidores. Do ponto de vista da comunicação e do design de user experience, esse trabalho realizar um estudo de recepção que compara os elementos informativos gráficos mais recorrentes nos sites de consumo colaborativo com a percepção de importância desses elementos pelos usuários. Além de contribuir com uma escala de colaboração que pode ser aplicada em iniciativas desse tipo para classificá-las desde altamente cooperativas a altamente colaborativas. Os achados auxiliarão futuras pesquisas acadêmicas nessa área. / The participatory culture in the digital world opens a range of new and refurbished behaviors of the classical world. The shades of sharing, collaboration and cooperation are resignify within cyberculture. This is critical to understand the collaborative consumption. This paper outlines a conceptual positioning of the collaborative consumption and other similar concepts such as sharing, cooperation and social dilemmas, in order to differentiate collaboration gradients inside collaborative consumption models. In theoretical research, we found a fine line that distinguishes the degrees of collaboration and cooperation by the level of prosocial involvement and interaction among consumers. From the point of view of communication and user experience design, this work conduct a study of reception that compares the most frequent graphic pieces of information on collaborative consumption websites with the perceived importance of these elements by the users. Besides contributing with a collaborative scale that can be applied in such initiatives to rank them from highly cooperative to highly collaborative. The findings will help future academic research in this area.