Submitted by Irene Nascimento (irene.kessia@ufpe.br) on 2016-06-28T17:13:10Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) DISSERTAÇÃO - MARIANNY JESSICA DE BRITO SILVA.pdf: 2356740 bytes, checksum: 02332f7710487ccf33cb7c6c18deb714 (MD5) / Made available in DSpace on 2016-06-28T17:13:10Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) DISSERTAÇÃO - MARIANNY JESSICA DE BRITO SILVA.pdf: 2356740 bytes, checksum: 02332f7710487ccf33cb7c6c18deb714 (MD5) Previous issue date: 2015-10-21 / CAPES / As inúmeras possibilidades de extensão e construção do self por meio de outras formas de consumo que não envolvem a posse são uma realidade advinda das Eras Digital e de Acesso. Nelas, destaca-se o Consumo Colaborativo, descrito como prática onde clientes acessam um bem com auxilio das tecnologias em troca de uma pequena quantia. A ênfase desta dissertação incide na compreensão dessa extensão/construção do self no Consumo Colaborativo, representado aqui por meio do projeto Bike PE, primeiro sistema intermunicipal de compartilhamento de bicicletas do Brasil. Os aspectos que motivaram a escolha do tema estão diretamente relacionados à carência de estudos no que se refere à extensão da identidade em novas configurações de consumo. Assim, os constructos tomados como base teórica desta dissertação foram o self, as Eras de Acesso e Digital e o Consumo Colaborativo. A pesquisa caracteriza-se por ser qualitativa básica, sendo utilizadas na coleta de dados a observação estruturada, direta e natural e a entrevista individual não-estruturada. As observações foram efetivadas em nove estações onde ficam as bicicletas e as entrevistas foram realizadas com 24 usuários do Bike PE. Os dados coletados foram analisados de acordo com Análise Semântica- Pragmática da Conversação. Os resultados mostraram que a extensão do Eu na prática de compartilhamento de bicicletas se dá por meio do significado do uso ao bem acessado. Este uso por meio da experiência do pedalar reforça e traz a tona a ideia de cidadania, além de propiciar o sentimento de pertencimento e conectividade, auxiliando também na construção do self ao agir como instrumento de mudança ideológica, social, econômica, cultural e sustentável para os indivíduos. A ideia da posse, entretanto, não está descartada. Os usuários analisados desejam ou até mesmo possuem uma bicicleta, levando a compreensão de que acesso e propriedade podem ser consumidos concomitantemente. / The numerous possibilities for extension and construction of the self derived from other forms of consumption that don’t involve ownership are a reality arising from the Digital and Access Ages. Therein, it highlights the Collaborative Consumption, described as a practice where clients access a good with the help of technology in exchange for a small amount. The emphasis of this thesis focuses on the understanding of this extension/construction of the self in the Collaborative Consumption, represented here by the Bike PE project, first intercity system of bike sharing in Brazil. The aspects that motivated the choice of this subject are directly related to the lack of studies regarding the extent of identity in new consumption configurations. Thus, the constructs taken as the theoretical basis of this thesis were the self, Access and Digital Ages and Collaborative Consumption. This is a basic qualitative research that used to collect data the natural, direct and structured observation and the non-structured individual interview. The observations were effected in nine stations where bicycles are and the interviews were conducted with 24 users of Bike PE. The collected data were analyzed according to Semantics and Pragmatics Analysis of Conversation. The results showed that the extension of the self in bike-sharing practice occurs through the meaning of the use of good accessed. This use by the experience of pedaling strengthens and brings up the idea of citizenship, as well as providing a sense of belonging and connectivity also helping to build the self by acting as an instrument of ideological, social, economic, cultural and sustainable change for people. The idea of ownership, however, is not ruled out. Users want or even have a bicycle, leading to understanding that access and ownership can be consumed concurrently.

The thesis focuses on the phenomenon of the sharing economy. Using Airbnb as an example to show the opportunities and threats that the sharing economy may bring to companies, individuals and society. The thesis is divided into several chapters, the theoretical part is devoted to the analysis of the marketing environment, marketing strategy, the specifics of marketing mix of tourism and the theoretical background of sharing economy. The practical part is dedicated to company introduction and analyzes marketing activities of Airbnb both in Czech republic and abroad. The main goal of this thesis is to reveal the potential od Czech market for Airbnb through market research, identify the future goals of the company and suggest how to achieve these goals.

Purpose - The purpose of this paper is to investigate the motivational factors for participation in collaborative consumption across industries and if specific factors attracts funding. This will be done as an attempt to extend current research within sharing economy regarding what factors to consider when attracting funding. Method and Methodology - Utilizing a deductive approach, the research questions connect motivational factors for participation with funding of industries within the sharing economy. Secondary data containing 776 funding rounds were analysed through univariate and bivariate analyses and linked to 40 935 observations of motivational factors for participation. Findings - The findings entail how some motivational factors for participation in the sharing economy can be applicable to all investigated industries, while others are industry specific. The study thus suggest that the sharing economy cannot be viewed as one coherent industry and motivational factors should not be cross-sector generalized. Contribution - The study contributes with a theoretical implication in the way it bridges the existing gap by dividing the sharing economy into different industries and connect the specific motivational factors underlying the possibility to attract funding. Furthermore, a practical implication suggests that companies can use these findings as a guideline to attract consumers and ultimately funding.

Au cours de la dernière décennie des formes de travail librement consenties pour améliorer la vie des consommateurs s’imposent dans différents domaines (transport, hébergement, réparation, etc.) conduisant à un glissement d’un consommateur « servi » par le marché à un consommateur « auto produit ». Ce travail de thèse s’appuie sur l’étude d’une forme inscrite dans ce mouvement. A travers une observation ethnographique, nous avons suivi de manière longitudinale l’évolution d’un supermarché coopératif et participatif. Ce projet à but non lucratif, souhaite mettre en vente des produits de qualité à moindre coût. La condition pour y accéder consiste en la prise de parts dans le capital social et la fourniture mensuelle de trois heures de travail par les membres.Dans cette recherche, nous montrons comment l’émergence de cette nouvelle forme vient bousculer les acceptations de la participation du consommateur en marketing, de la mise au travail des consommateurs (Dujarier, 2010), du travail bénévole et de l’alternative. Il s’agit d’une part, d’un travail porté par les bénévoles qui s’assignent une exigence de professionnels et d’autre part, d’un projet qui se dit responsable et alternatif et qui pourtant semble s’écarter des conventions en la matière au regard des arbitrages opérés.A travers cette recherche ressort un nouveau registre de sens d’un consommateur travaillant de manière bénévole caractérisé par engagement sans militantisme et limité par un contrat de travail bénévole. Ce collectif de consommateurs combine une approche utopiste et pragmatiste, qui consent à fournir un travail gratuit en reproduisant le modèle salarié des entreprises et met en pratique ses compétences pour d’abord répondre à ses propres besoins. / Over the last decade, forms of voluntary consumer work have emerged in different areas (transport, accommodation, repair, etc.). They lead to a shift from a consumer "served" by the market to an "auto-produced" consumer.This Phd thesis is based on the study of a form of organization part of this movement, through the realization of a longitudinal study of the creation and launch of a cooperative and participatory supermarket, La Louve. This non-profit project proposes to offer quality food products at low cost. The work of its members is at the heart of the organizational and economic model of the cooperative, each consumer member having to provide 3 hours of work per month.Through this research, the acceptance of consumer participation in marketing, of working consumers (Dujarier, 2010), of voluntary work and of alternative are shaken. The thesis identifies a new form of work carried out by consumer-volunteers who self-assign the demands of professionals. It highlights the emergence of an organizational form supported by an alternative and responsible discourse, but whose management practices remain anchored in a pragmatic and non-militant approach. This collective of consumers reveals a utopian and pragmatist approach, the cooperators agreeing to provide free work by reproducing the salaried model of the companies and put into practice their skills to first meet their own needs.From this research, a new register of meaning emerges, that of a consumer working in a voluntary way characterized by his commitment without militancy and limited by a contract of voluntary work.

In recent years, the consumption of clothes has increased extensively due to diminishing quality and low prices of garments along with ever-faster changing fashion trends. The linear business model results in products with a short lifespan and clutter of idle goods. With the growing awareness of environmental and social impact among the consumers; alternative business models (rental/lease, swap, resale) designed to intensify the utilization of clothes and enable sharing activities and collaborative consumption are emerging. However, the market share of these models is still low. This study aims to understand what are the barriers that hurdle; motivations that drive consumers’ adoption to collaborative fashion consumption; and how companies create and configure values to encourage consumers to partake in these innovative business models. Through a systematic literature review of 41 peer-reviewed articles, we found that the drivers for consumers towards collaborative consumption models are steered by economic factors, emotional factors, social factors, and sustainability values. While consumer barriers are namely, financial risk, arrangement, performance risk, social risk, psychological risk/lack of ownership, and lack of trust and information. It was also discovered that the collaborative fashion consumption models, in particular, rental/lease, swap, and resale are different in nature. Finally, we analyzed the existing literature and identified how companies can create, configure and capture values in these business models. This study is one of the very few to explore the interrelationship of the consumer-related drivers and barriers and business perspective. This paper can contribute relevant knowledge to academia as well as to the fashion industry.

The overarching purpose of this study is to explore what perceived barriers that prevent Swedish fashion companies from implementing rental services to their current business model. A qualitative approach was adopted, where a single case study on the phenomenon of rental services, in the context of collaborative fashion consumption, CFC, was executed. CFC referrers to an alternative way of consumption where consumers have access to already existing garments. The focus of this study, rental services, is the action of providing and consuming products without any transfer of ownership. Multiple sources of data collection were used, consisting of semi-structured interviews with eight company executives representing Swedish fashion companies in three product segments; everyday fashion, performance wear and outdoor wear. The findings showed that six significant barriers were perceived as preventing implementation of rental services; economic, social, lack of information and technological know-how, supply chain, organizational and environmental impact. Moreover, the findings showed interrelated relationships between barriers. For instance, the perception of the social barrier affected the perception of the economic barrier, and the organizational barrier impacted companies’ perception of the informational and technological barrier. By exploring what perceived implementation barriers prevent Swedish fashion companies from adding rental services to their business model, this paper contributes with relevant knowledge to academia as well as to the fashion industry.

This study was conducted to explore the design of an application in the collaborative consumption area. To explore this, different factors that motivate users to participate in collaborative consumption were investigated. From these factors, User Experience (UX)-attributes were generated as a starting point for the researcher to create concepts and design a digital prototype. The usability of the prototype and whether the UX-attributes had been achieved were later evaluated. On the basis of the usability and interview results, the intent to use the application was explored. Five participants took part in the usability test. This test included measuring task success, user expectation measure and a SUS-questionnaire, after which an interview was conducted to explore the achievement of these attributes. The interviews were analyzed using the thematic analysis method, and the results showed that the UX-attributes that were chosen were sufficient in generating a concept for collaborative  consumption that could communicate these important factors. The results from the usability tests show that the design has well above acceptable usability, and although the interview results show that the UX-attributes were fulfilled in varying degrees, they were all fulfilled. Furthermore, by examining the usability and interview results an intent to use the application was discovered.

The sharing economy, or collaborative consumption, refers to peer-to-peer sharing of goods and services coordinated through a commercialized or community-based online platform. Collaborative consumption platforms are used for sharing of our under-used assets, e.g. our homes, tools, and vehicles, and can bring social communities together. Through sharing we use our resources more effectively, and contribute towards a more sustainable lifestyle. Hoffice was started in 2013 in Stockholm and promotes the concept of working for free in the homes of others, and is getting a lot of attention around the world. This nonprofit network helps people arrange home offices, where hosts share their residence with people who, through Facebook, can reserve a seat for the day. The purpose of these work events is to create free workspaces, with the possibilities for social, structured and disciplined environments, while allowing individuals to benefit from the support and intelligence of others. This research aims to study the hosts in the Hoffice network, to find ways to explain the key driving values, as well as barriers, and apply it to a tailored platform in order to motivate more people to host work events. The central research question is furthermore How could well adapted social platforms increase motivation for people to engage in the collaborative consumption as exemplified by Hoffice? Six semi-structured interviews with past host from year 2014-2015 were conducted to gain qualitative answers about how an online platform can be developed in order to motivate Hoffice members to become hosts. The questions were divided into three different sections; Background, About Hoffice, and Online platform. Observations were performed with a purpose of understanding the structure of a Hoffice event, and to gain a better understanding of the users needs and behaviors. After a first version of a prototype was developed, evaluations and user tests were completed with the interviewees and the founder of Hoffice. Results show that communication, offline and online, is important when people engage in collaborative consumptions, and Facebook has a great impact on people when communicating and spreading information. Although Facebook has some weaknesses when it comes to planning and inviting people to events due to their restrictions and functionalities. Also, when using Facebook for a sharing service, the users are forced to have a Facebook account to partake. All services that involve sharing should consider and support geographical location features. Moreover, to show appreciation is important. People find motivation from feeling liked and appreciated, and want to feel that their contribution is making a positive impact on other people's lives. Finally, it is important to have clear rules and guidelines for monitoring member’s behavior, otherwise uncertainties and dissatisfaction will occur. / Delande ekonomin, eller gemensam konsumtion, hänvisar till peer-to-peer-delning av varor och tjänster som samordnas genom en kommersialiserad eller samhällsbaserad online-plattform. Plattformar för gemensam konsumtion används för delning av våra underutnyttjade tillgångar, t.ex. våra hem, verktyg och fordon, och kan skapa sociala gemenskaper. Genom att dela använder vi våra resurser mer effektivt och bidrar till en mer hållbar livsstil. Hoffice startades 2013 i Stockholm och främjar gratis arbetsplatser i hemmen, och har fått stor uppmärksamhet runt om i världen. Detta ideella nätverk hjälper människor anordna hemmakontor, där värdar delar deras bostad med människor, som genom Facebook kan reservera en plats för dagen. Syftet är att skapa gratis arbetsytor, med möjligheter för sociala, strukturella och disciplinerade miljöer, samtidigt som individer drar nytta av stöd och intelligens från andra. Denna forsknings syfte är att studera värdarna i Hoffice nätverket, för att hitta sätt att förklara de viktigaste drivkrafterna, liksom hinder, och tillämpa det på en skräddarsydd plattform för att motivera fler människor att vara värd. Den centrala frågeställningen är dessutom, Hur kan välanpassade sociala plattformar öka motivationen för människor att engagera sig i kollaborativ konsumtion som exemplifieras av Hoffice? Sex semistrukturerade intervjuer med tidigare värdar från år 2014-2015 genomfördes för att få kvalitativa svar om hur en plattform online kan utvecklas för att motivera Hoffice medlemmar att bli värdar. Frågorna delades in i tre olika sektioner; Bakgrund, Om Hoffice, och Online-plattform. Observationer utfördes med ett syfte att förstå strukturen hos en Hoffice-arbetsdag, och för att få en bättre förståelse av användarnas behov och beteenden. Efter att en första version av en prototyp tagits fram utfördes utvärderingar och användartester. Resultaten visar att kommunikation, både offline och online, är viktigt när människor engagerar sig i kollaborativ konsumtion, och Facebook har en stor inverkan på människor vid kommunikation och spridning av information. Facebook har dock vissa brister när det gäller att planera och bjuda in folk till evenemang på grund av sina begränsningar och funktioner. När man använder Facebook för en delningstjänst tvingas användarna även ha ett Facebook-konto för att delta. Alla tjänster som innebär att dela bör överväga och stödja geografiska platsfunktioner. Dessutom, att visa uppskattning är viktig. Folk motiveras av känslan från uppskattning, och vill känna att deras bidrag gör en positiv inverkan på andra människors liv eller situation. Slutligen är det viktigt att ha tydliga regler och riktlinjer för övervakning av medlemmars beteenden, annars kommer osäkerhet och missnöje att inträffa.

We have a problem, which is that we as a society are simply consuming too much. We have modified an economic system that tends to define modernity and development as a linear process. A system in which consumption is of profound importance. However, by bringing in alternative and new ideas of how to manage our economic assets, a transformation might be feasible. There are several forms of alternative economies that redefine the role of the consumer and that all share a common goal of seeking a more sustainable approach when dealing with economic issues. The Sharing economy is based on a comprehensive concept where, instead of promoting private own­ership, it is better and more sustainable to share, swap and lend, which in turn gives people access to goods and services. Also, this idea is used to reduce the ecological footprint of hyper-con­sumption which pressures the global climate. If we are trying to design sustainable cities and if we seek to reduce consumption, adapting sharing economy in urban planning might be part of the solution.

Actualmente, la economía compartida está ganando terreno en el sector del turismo, específicamente, en la industria hotelera, mediante las viviendas de uso turístico, también conocidas como alojamientos peer to peer (P2P). Bajo el concepto del consumo colaborativo, los alojamientos P2P representan ser una opción, tanto viable como atractiva, para los viajeros de hoy en día. Por ello, es de gran importancia comprender de mejor manera los factores que motivan a los consumidores a hospedarse en este tipo de alojamiento. En la presente investigación se estudiarán las motivaciones de los adultos jóvenes de 18 a 35 años de edad con relación al alquiler de viviendas de uso turístico. Los factores elegidos son: Beneficio económico, diversión, beneficio del alojamiento, autenticidad, beneficio social, e-wom y sostenibilidad. Para lograr comprobar las hipótesis planteadas, se ha realizado una investigación mixta: En el estudio cualitativo se realizaron focus grupales y entrevistas a expertos y, en el estudio cuantitativo; encuestas aplicadas a 258 personas. / Currently, the shared economy is gaining ground in the tourism sector, specifically in the hospitality industry, through tourist housing, also known as peer-to-peer (P2P) accommodation. Under the concept of collaborative consumption, P2P accommodation represents being an option, both viable and attractive, for today's travelers. Therefore, it is of great importance to better understand the factors that motivate consumers to stay in this type of accommodation. This research will study the motivations of young adults between 18 and 35 years of age in relation to the rental of housing for tourist use. The chosen factors are: Economic benefit, fun, accommodation benefit, authenticity, social benefit, e-wom and sustainability. In order to verify the hypotheses presented, a mixed investigation was carried out: In the qualitative study, group focus and interviews with experts were carried out, and in the quantitative study; surveys to 258 people were applied. / Trabajo de investigación