Submitted by Ulysses Pereira Pacheco FIlho (upacheco@uol.com.br) on 2018-03-26T18:33:52Z No. of bitstreams: 1 Dissertacao Final_Ulysses_Pacheco_1803226.pdf: 4866806 bytes, checksum: 1be8f0adc2f823e6aed9893370142ff5 (MD5) / Approved for entry into archive by Debora Nunes Ferreira (debora.nunes@fgv.br) on 2018-03-26T21:10:11Z (GMT) No. of bitstreams: 1 Dissertacao Final_Ulysses_Pacheco_1803226.pdf: 4866806 bytes, checksum: 1be8f0adc2f823e6aed9893370142ff5 (MD5) / Approved for entry into archive by Isabele Garcia (isabele.garcia@fgv.br) on 2018-03-27T21:02:13Z (GMT) No. of bitstreams: 1 Dissertacao Final_Ulysses_Pacheco_1803226.pdf: 4866806 bytes, checksum: 1be8f0adc2f823e6aed9893370142ff5 (MD5) / Made available in DSpace on 2018-03-27T21:02:13Z (GMT). No. of bitstreams: 1 Dissertacao Final_Ulysses_Pacheco_1803226.pdf: 4866806 bytes, checksum: 1be8f0adc2f823e6aed9893370142ff5 (MD5) Previous issue date: 2018-02-26 / In this Master’s thesis, we investigate how reputation systems can interfere on trust building between strangers who are participants in the sharing economy. It can be defined as an economic activity, powered by a technological platform, based on the interactions between providers and users. Our focus is to study how a provider may feel more comfortable lending his asset or providing his time to a stranger. We explore how a system of mutual reputation can be the catalyst for the development of initial trust among strangers. By doing so, we have tried to fill a gap, identified in the literary review, about the use of mutual reputation systems in sharing economy. Since this is based on mutual interference, the theoretical lens of sociomateriality was used, allowing us to analyze the dynamic construction of the reputation systems and its use and the agential cuts related to the incentive and punishment of users of this economy. The empirical part of how the reputation system is used has been done through a single case study where we verify the use of the reputation system of the Uber passenger by the driver on provision of ridesharing services. Through semi-structured driver interviews, documentation analysis and netnography of Facebook’s and WhatsApp’s drivers groups, we were able to identify provider’s profiles with different initial trust requirements. We also identify the strong interference that intermediaries can exert on the usage of the reputation system by creating forms of provider’s oppression. And finally, we identify the result of sociomaterial bricolage when providers adopt new practices of using the reputation system to compensate the idiosyncrasies of intermediaries like Uber. As practical contributions, we emphasize the importance of equal treatment to the players of Sharing Economy platforms. On mutual evaluation reputational systems, the favoring any of the players contaminates the evaluation and the use of the reputation, invalidating it as apparatus of measuring the initial trust. We also emphasize the need to regulate the intermediaries’ behavior, by limiting abuses on information manipulation, provider’s management (providing a right of defense) and abusive pricing practices. There are also several suggestions for enhancing platform capabilities to facilitate the use of the reputation system such as disclosing punishments and incentives to users or what should be evaluated by providers and users after collaboration. / Nesta dissertação, investigamos como sistemas de reputação podem interferir na construção da confiança entre estranhos que são participantes da Economia Compartilhada (EC). Ela pode ser definida como uma atividade econômica, viabilizada por uma plataforma tecnológica, baseada nas interações entre provedores e usuários. Nosso foco de estudo é como um provedor pode se sentir mais confortável em emprestar seu ativo ou seu tempo a um estranho. Exploramos como um sistema de reputação mútuo pode ser o catalizador do desenvolvimento da confiança inicial entre estranhos. Desta forma, tentamos cobrir uma lacuna, identificada na revisão literária, sobre o uso de sistemas de reputação mútuo em Economia Compartilhada. Como se trata de uma relação de mútua interferência, utilizamos a lente teórica da sociomaterialidade que nos permitiu analisar a construção dinâmica dos sistemas de reputação e seus usuários, bem como prover cortes agenciais em relação ao incentivo e à punição de usuários desta economia. A exploração empírica de como o sistema de reputação é utilizado foi feito por meio de um estudo de caso único, no qual verificamos a utilização do sistema de reputação do passageiro pelo motorista da Uber na prestação de serviços de transporte individual. Por intermédio de entrevistas semiestruturadas com motoristas, análise de documentação e netnografia em grupos de motoristas no Facebook e WhatsApp, pudemos contribuir para a identificação de perfis de provedores com diferentes necessidades de confiança inicial. Também identificamos a forte interferência que os intermediários podem exercer no uso do sistema de reputação ao criar formas de opressão ao provedor. E, por último, contribuímos para a descoberta do resultado de bricolagem sociomaterial quando provedores adotam novas práticas de utilização do sistema de reputação para compensar as idiossincrasias dos intermediários como Uber. Como contribuições práticas, destacamos a importância do tratamento igualitário a provedores e a usuários de plataformas de EC. Em sistemas de reputação de avaliação mútua, o favorecimento do intermediário a qualquer dos participantes acaba contaminando a avaliação e a utilização da reputação, invalidando-a como aparato de medição da confiança inicial. Também salientamos a necessidade de regular o comportamento dos intermediários em relação aos abusos na manipulação de informações, gerenciamento de provedores (como direito de defesa) e práticas de preços abusivos. Há também várias sugestões de melhorias dos recursos das plataformas para facilitar o uso do sistema de reputação como a divulgação de punições e incentivos a usuários ou do que deve ser avaliado pelos provedores e usuários após a colaboração.

Delningsekonomi är ett fenomen som vuxit och tagit allt större plats inom turismindustrin genom exempelvis företag som Airbnb. Denna nya ekonomi opererar utanför den traditionella marknaden och kan därför inte anses bidra till samhället på samma sätt som företag inom den traditionella marknaden gör, samtidigt som företag som exempelvis Airbnb konkurrerar med bland annat vandrarhem, campingar och en del hotell. Det innebär att det gör det svårt för företag och organisationer inom turismindustrin att veta hur de ska förhålla sig till fenomenet och se till vilka effekter som det lämnat efter sig. Studien har därför fokuserat på att belysa Airbnb inom en destination och se vilken funktion det har för Karlstads turismutveckling. Detta realiserades genom att kasta ljus på Airbnbs värdar för att förstå vilken syn de hade på Airbnb, deras gäster samt destinationen Karlstad och på så sätt förstå vilken roll de hade inom destinationen. I relation till värdarna placerade vi även Karlstads turismorganisationer i fokus för att se vilken kunskap och attityd som fanns om delningsekonomi, digitalisering och Airbnb. De teman som vi valt att framhäva och som också genomsyrar hela arbetet är (I) Delningsekonomi, (II) Destinationsutveckling samt (III) Airbnb och värdarna. Dessa teman är återkommande från bakgrund till slutsats för att utifrån olika perspektiv belysa dessa fenomen i relation till studien. Studiens tillvägagångssätt baserades därför på intervjuer med representanter från Visit Värmland, turismverksamheten i Karlstad kommun och fem Airbnbvärdar i Karlstad. För att belysa relationen mellan dessa aktörer användes en socialkonstruktivistisk positionering som utgångspunkt. Genom denna positionering möjliggjordes nya kunskaper om aktörernas förhållande och potentiella utbyten som kan antas vara fördelaktiga utifrån ett samhällsperspektiv. / The sharing economy is a phenomenon that has grown and increased in the tourism industry, for example by companies like Airbnb. This new economy operates outside the traditional market and can therefore not be considered as contributing to the society in the same way that companies in the traditional market does. Although Airbnb are competing with hostels, campsites and hotels that are in the traditional market. This means that it makes it difficult for companies and organizations in the tourism industry to know how to relate to the phenomenon and to see what kinds of effects it has left behind. The study has therefore focused on highlighting Airbnb within a special destination and to find what kinds of functions it has for Karlstads tourism development. Furthermore, this was performed by highlighting Airbnb's hosts to understand what kind of view they have on Airbnb, their guests, Karlstad and thus understand what kind of role they have towards the destination. In relation to the hosts, we placed the Karlstads Tourism Organizations in focus to establish what kind of knowledge and attitude that does exist today relating to the sharing economics, digitization and Airbnb. The themes chosen to be highlighted and which also permeate the entire study are (I) Sharing Economics, (II) Destination Development, and (III) Airbnb and the hosts. These themes are permeate from the background to the conclusion to illustrate these phenomenon from a different perspective in relation to our study. The study’s approach was therefore based on interviews with representatives from Visit Värmland, the tourism organization in Karlstad and five Airbnb hosts in Karlstad. To illustrate the relationship between these actors, a social constructivist positioning was used as a starting point. This positioning enabled new knowledge of the actors relationships and potential exchanges that could be considered beneficial from a societal perspective

For many years, research on user acceptance of different technologies has been one of the most important topics within the field of information systems. In markets with the sheer size and uniqueness of the Chinese mobile economy fostered rapid development of sharing economy firms. Transportation Network Companies (TNC) can be regarded as a context of the sharing economy that focuses on personal transportation. Intrigued by the immense success of TNC and notorious competition between TNC companies Uber and DiDi in China, we study why users are susceptible to TNC. In this study, user acceptance is defined as intention to use TNC and the actual use of TNC. This study aims to examine what factors affect user acceptance of TNC in China and to what extent. By this, the thesis aims to provide TNC with adequate recommendations for success. The state of the art user acceptance model UTAUT2 has been used in this research with an explanatory purpose and a deductive approach. The UTAUT2 model consists of factors related to user acceptance, such as Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value and Habit. These factors were individually tested with Simple Linear Regression to determine their influence on user acceptance. These calculations were executed upon quantitative data from an electronically distributed survey. Upon analysis of the findings, research and practical implications are provided such as managerial recommendations for how TNC can raise user acceptance and increase market share.

This Master´s Thesis focuses on the sharing economy and more importantly, on one of the main pioneers of this phenomenon, which is Uber. Uber is presented as a typical example when describing possibilities and problems connected with the sharing economy. The thesis is divided into two main parts - the theoretical part and the practical part. The theoretical part deals with theoretical terms that are essential for a better understanding of the second, practical, part. It involves a complex description of the term sharing economy and its main driving force - Millennials (Generation Y). Furthermore, there are described terms such as marketing environmental analysis and marketing mix analysis, which are put into practice and presented on Uber in the latter part of this thesis. This thesis focuses on marketing activities of Uber in the Czech Republic and that also includes a questionnaire survey. The main goal of this thesis is to describe current marketing activities of Uber in the Czech Republic, to present findings about brand awareness of Uber in the Czech Republic and its customer satisfaction and consequently, to make recommendations on possible marketing activities, that could help Uber in the Czech Republic to meet its objectives and/or unfold its potential. The partial objective of this thesis is to put together a complex set of characteristics of the sharing economy.

After years of boom, Brazil will experience a recession this year. There was a significant imbalance in recent years from a budgetary point of view, inflation and foreign exchange. Protectionist Brazilian policy don't support foreign trade. Therefore consumers in the current recessive market environment are more willing to work with so-called collaborative consumption, even though Brazil is a country with one of the highest crime rate and the level of trust of consumers is lower than in other countries. Sharing economy pioneer offering short-term accommodation Airbnb used FIFA World Cup to bring sharing economy to Brazil and before the Olympic Games in Rio de Janeiro the company is booming. The collaborative economy projects spread the values and culture of sharing and collaboration in other Brazilian cities. At the same time worldwide service, Uber (mobile-app-based transportation network) was banned from the country. This Master's thesis aims to analyze the cultural and legal environment in the frame of sharing economy in Brazil, in the field of gastronomy. Could the concept of home restaurants, so called "meal sharing", which is currently spreading in developed countries, work in Brazil?

The aim of this master thesis is to analyze the present condition of sharing economy and design a critical success factors model on a IT startups which operate as a transportation network companies. The result is finally validated on few representative businesses. The problem is solved by the modified qualitative critical success factors method whose author is John F. Rockart. The gained factors were finally used in the causal model which is based on the principles of system dynamics. The outcomes of this thesis are enabling to understand the relations which are hidden behind success of transportation network companies in the area of sharing economy. The information can be useful not only for startups but also for academic sphere and possible investors.

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Parmi les désignations qui fleurissent dans la presse économique sous l’appellation attractive de « new business models », deux ont pour point commun de s’appuyer sur une logique de partage de biens : l’ « économie de (la) fonctionnalité » et l’ « économie collaborative ». Elles articulent l’exploitation d’innovations technologiques récentes avec l’évolution de pratiques sociales. Ces approches entendent tirer profit d’une transformation contemporaine des modes de consommation, caractérisée par une désacralisation du rôle accordé aux biens matériels.Notre axe de recherche questionne la construction et la signification de plusieurs modèles socio-économiques a priori tournés vers un développement durable. Bien que la multiplication des désignations sème le trouble dans leurs définitions, chacune d’entre elles peut être reliée à des réseaux d’acteurs distincts. Si les expressions « économie de fonctionnalité » et « économie de la fonctionnalité » ne se distinguent que par un déterminant, elles renvoient à deux approches en tension. De même, alors que le terme « économie collaborative » évoque au moment de son émergence la bannière « peer-to-peer », il se diffuse rapidement pour qualifier une forme de capitalisme connexionniste.Le déploiement des modèles étudiés permet de capter certaines transformations des représentations contemporaines. Le relatif succès des modèles est fonction de la correspondance des idéaux qui y sont attachés avec les faits socio-économiques éprouvés par les acteurs. Évolution des formes de travail, modification des contours de / Among the designations that flourish in the economic press through the attractive name of « new business models » (in English in the text), two of them are specifically based on property sharing : « functional economy » and « sharing economy ». They both connect technological innovations with the evolution of social practices. These approaches intend to take advantage of a contemporary transformation of consumption patterns, characterized by a desecration of the role given to material goods.Our research focuses on the construction and meaning of several socio-economic models, in principle aiming to foster sustainable development. Although the multiplication of designations muddles the definitions of the models, each of them is connected to its own network of actors. Even if the French translations for « functional economy », « économie de fonctionnalité » and « économie de la fonctionnalité », are distinguished only by a definite article, they refer to two contradictory approaches. Similarly, while the term « sharing economy » firstly evokes the « peer-to-peer » (in English in the text) banner, it rapidly spreads to describe a form of connexionist capitalism.The deployment of the studied models makes it possible to capture certain transformations of contemporary representations. The relative success of the models depends on the correspondence of the ideals attached to each of them and the socio-economic facts experienced by actors. Evolution of work, changes in the outlines of property or distrust towards the political class are revealed by the analysis of discourses related to our topics.

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