Yes / Privacy is an emerging issue for home-sharing platforms such as Airbnb. Home-sharing providers (business customers) are subject to both digital privacy risks (e.g., data breaches and unauthorized data access) and physical privacy risks (e.g., property damage and invasion of their personal space). Therefore, platforms need to strengthen their institutions of privacy management to protect the interests of providers and maintain their commitment. By applying the micro-level psychological aspect of institutional theory, our research investigates how providers decide their level of commitment to a platform by evaluating the institutions of the platform’s privacy management. Our survey recruited 380 Airbnb providers from the Prolific panel. Structural equation modeling analysis shows that both physical and digital privacy practices strengthen providers’ legitimacy judgment of the platform’s privacy management and subsequently increase their commitment to the platform. Our theoretical contribution lies in revealing the effects of physical and digital privacy practices on B2B relationships from an institutional perspective. Our research is among the first to provide an integrative framework illustrating providers’ psychological process of legitimacy judgement. It also has practical implications for sharing economy platforms to manage privacy. / The authors gratefully acknowledge the Seed Corn Funding from University of Bradford and the Research Productivity Support Scheme from Macquarie University.

The Sharing Economy (SE) and its platforms has been on the uprise since the 2008’s Great Recession. Although previous researchers have found that culture influences consumers' willingness to adapt new innovations and technologies, very few studies on SE and collaborative consumption focus on how cultural values can play a role. Additionally, most studies on SE do not include Asian countries, event hough they contributed to 57% of the global GDP growth between the years 2015 and 2021. Thailand has one of the highest GDP in Southeast Asia, where the tourism sector comprises a large portion. In 2022, Thailand was Airbnb’s most visited country in the region, yet no study has been conducted on how the country’s cultural values influence SE participation and the potential expansion of Airbnb. As domestic tourism in the country is also big, Thai nationals’ answers from the 7th wave of World Value Survey, were used to establish where the country is situated on Hofstede’s scales. Thailand was deemed to be closer to having a Large Power Distance, High Uncertainty Avoidance, Collectivism, Femininity, Short-term Orientation, and Restraint. After the cultural values had been established, a systematic literature review was performed to identify previous studies done on how cultural values, as defined by Hofstede’s model, influence SE participation and adaptation. The results from the sestudies were then applied to Thailand, to establish how Thailand’s cultural values would influence Airbnb’s expansion in the country. Thailand’s Collectivism and Femininity were found to be to Airbnb’s benefit. However, the Large Power Distance, High Uncertainty Avoidance, and Restraint, were to Airbnb’s disadvantage. For the dimension Long-term vs Short-term Orientation, it was difficult to draw any clear conclusions as the studies did not agree on its influence. / Sharing Economy (SE), eller delningsekonomi, och dess plattformar har sitt ursprung i börskraschen 2008. Även om tidigare studier pekat på att en individs kultur påverkar dennes tendens att anamma nya innovationer och teknologier, har väldigt få studier gällande SE och dess koppling till kulturella värden gjorts. Vidare har få studier utförts inom länder i Asien, även om dessa länder bidrog med 57% av den globala BNP tillväxten mellan åren 2015 och 2021. Thailand är ett av de länder med högst BNP i Sydostasien, där turismsektorn utgör en stor del av detta. År 2022 var Thailand Airbnb’s mest besökta land i regionen, trots detta har ingen studie gjorts på hur landets kulturella värden påverkar SE deltagande och Airbnbs potentiella expansion i landet.   Eftersom den nationella turismen inom landet också är stor, användes thailändares svar från 7e vågen för World Value Survey för att etablera vart landet befinner sig på Hofstedes skalor. Baserat på detta så anses Thailand vara närmare till att ha Large Power Distance, High Uncertainty Avoidance, Collectivism, Femininity, Short-term Orientation, och Restraint. Efter att landets kulturella värden hade etablerats, genomfördes en systematisk litteraturstudie för att identifiera tidigare studier som genomförts på hur kulturella värden, enligt Hofstedes modell, påverkar SE deltagande. Resultaten från dessa studier applicerades sedan på Thailand, för att etablera hur Thailands kulturella värden påverkar Airbnbs expansion i landet.   Thailands Collectivism och Femininity är till Airbnbs fördel, medan dess Large Power Distance, High Uncertainty Avoidance, och Restraint är till Airbnbs nackdel. För den kulturella dimensionen Long-term vs Short-term Orientation, var det svårt att dra några tydliga slutsatser då de identifierade studierna inte höll med varandra om dess påverkan.

Esta tese propõe analisar os desafios e oportunidades inerentes ao fenômeno recente e em expansão da Economia do Compartilhamento (Sharing Economy), que coloca em questionamento as práticas de consumo e posse dos objetos, assim como o papel do design em fomentar tais práticas. A pesquisa fundamenta-se sob o paradigma interpretativo, com abordagem predominantemente qualitativa e estudo fenomenológico enquanto método. A narrativa construída neste trabalho inicia-se com a exploração de possibilidades de leitura do objeto de estudo a partir de referências teóricas que apontam a necessidade de mudanças na forma de produção e consumo, assim como no papel do design frente à questão da sustentabilidade como ponto de partida, passando pela descrição do fenômeno emergente da Economia do Compartilhamento, que surge como uma das possíveis respostas para tal necessidade, culminando na reflexão sobre os aspectos do materialismo e do altruísmo no consumo, com apoio de autores que tratam do apego e da construção do self por meio das posses à luz da Teoria da Cultura do Consumidor (CCT). O caminho inverso é proposto na descrição e análise dos dados coletados na pesquisa de campo como forma de explorar motivações, barreiras e oportunidades para adoção de práticas de uso compartilhado a partir de três óticas principais, que ajudam a construir uma fotografia panorâmica da investigação: parte-se da relação entre pessoas e objetos em práticas espontâneas de compartilhamento e de posse que sugerem motivações para adotar ou rejeitar tais práticas, fundamentadas no apego, na construção do self e do pertencimento. Em seguida, são analisadas práticas de compartilhamento de produtos mediadas por serviços no Brasil e na Finlândia, descrevendo-se as barreiras e oportunidades para essas ofertas, sob a perspectiva de gestores desses serviços e o aprofundamento de um desses casos baseado na percepção das usuárias. Por fim, traz-se a reflexão crítica sobre o design para o compartilhamento, a partir de entrevistas com teóricos e praticantes em áreas correlatas ao tema desta investigação. A trajetória percorrida revela inconsistências, ambivalências e contradições teóricas e práticas que se inter-relacionam com desafios e oportunidades para a promoção do uso compartilhado, delineando-se, assim, contribuições para o campo teórico e prático do design a partir das três óticas propostas para observação do fenômeno investigado. / This dissertation proposes the analysis of the challenges and opportunities inherent to the recent and growing phenomenon of Sharing Economy, which raises questions concerning the practices of consumption and usage of objects, as well as the role of design regarding the promotion of such practices. This research bases itself on the interpretative paradigm, using a predominantly qualitative approach and a phenomenological study as method. The narrative which was built in this work starts with the exploration of possibilities of reading the object of study through theoretical background, which indicated the need of changes in the manner of production and consumption, as well as the role of design regarding the sustainability issue, as a starting point, then going through the description of the emerging phenomenon of Sharing Economy, which arises as one of the possible answers to such need, culminating on the reflection about the aspects of materialism and altruism on consumption, supported by authors which discuss attachment and the development of self through possession in light of the Consumer Culture Theory (CCT). The opposite way is proposed on the description and analysis of the data collected on the field research as a way of exploring motivation, barriers and opportunities for the adoption of practices of shared usage through three main point of views, which helps building a panoramic picture of the investigation: it starts with the relations between people and objects on spontaneous practices of sharing and possession, which suggests motivation to adopt or reject such practices based on attachment, development of self and sense of belonging. After that, product sharing practices mediated by services in Brazil and Finland were analyzed, describing the barriers and opportunities for theses offers, using the perspective of managers of these services and the deepening of one of those cases based on the perception of the users. Lastly, a critical reflection is proposed about design for sharing, through interviews with theorists and practitioners of areas of knowledge correlated to the subject of this investigation. The path taken shows inconsistencies, dubious interpretations and theoretical and practical contradictions which are interrelated with challenges and opportunities for the promotion of shared usage thus outlining contributions for the theoretical and practical fields of design through the three points of view proposed for the observation of the investigated phenomenon.

Customer behavior has always been of interest for business researchers. However, it is just in recent years that there has been an increasing interest in the phenomenon of the sharing economy. It has been suggested that there is an ongoing shift in the traditional way of consuming. The idea behind the sharing economy is that two different parties can make use of their underused assets through an online platform. Previous quantitative research in the area of interest mainly focuses on the motivational factors for participation in the sharing economy; four of the most prominent factors were therefore identified and further investigated. In this thesis, these factors are referred to as drivers and more specifically, the drivers of enjoyment, sustainability, convenience, and financial benefits. Further, previous research gives an indication of a discrepancy between customer attitudes and actions when making a decision in the sharing economy. With this in mind, the purpose of this thesis is to describe customer behavior in the sharing economy. More specifically, this thesis seeks to study the relationship between attitudes and actions of customers in the sharing economy. Taking this into account, the following research question was formulated:   What is the relationship between attitudes and actions of the customers participating in the sharing economy of Rentl AB?   In order to fulfill the purpose of this thesis, the Swedish sharing economy business Rentl was addressed. To answer the research question a quantitative research strategy was followed where a survey was sent out to randomly chosen customers of Rentl and 145 responses were collected. The collected data was statistically analyzed by the use of Paired T-tests and Regression Analyses. Further, the empirical findings regarding the four identified drivers were analyzed in accordance with the theoretical framework. The identified attitude-action gap is therefore analyzed by the application of basic customer decision-making, the theory of Bounded Rationality, the Theory of Reasoned Action & the Theory of Planned Behavior, and finally the Self-Determination Theory.   The authors established that there is a positive relationship between attitudes and actions regarding the extrinsic drivers, convenience and financial benefits. However, it was further established that the intrinsic drivers, enjoyment and sustainability, do not have a significant influence on the actual actions. In other words, a positive attitude toward enjoyment and sustainability as drivers for participation in the sharing economy does not necessarily translate into actions. Thus, the authors identified that there is an attitude-action gap in the sharing economy.     In addition to the theoretical contributions, this research further contributes with practical aspects. More importantly, the sharing business Rentl is provided with a better understanding for the customer behavior in their business. Considering that the findings of this research identify convenience and financial benefits as significant drivers for participation, this can be emphasized in marketing contexts by managers.

Esta tese propõe analisar os desafios e oportunidades inerentes ao fenômeno recente e em expansão da Economia do Compartilhamento (Sharing Economy), que coloca em questionamento as práticas de consumo e posse dos objetos, assim como o papel do design em fomentar tais práticas. A pesquisa fundamenta-se sob o paradigma interpretativo, com abordagem predominantemente qualitativa e estudo fenomenológico enquanto método. A narrativa construída neste trabalho inicia-se com a exploração de possibilidades de leitura do objeto de estudo a partir de referências teóricas que apontam a necessidade de mudanças na forma de produção e consumo, assim como no papel do design frente à questão da sustentabilidade como ponto de partida, passando pela descrição do fenômeno emergente da Economia do Compartilhamento, que surge como uma das possíveis respostas para tal necessidade, culminando na reflexão sobre os aspectos do materialismo e do altruísmo no consumo, com apoio de autores que tratam do apego e da construção do self por meio das posses à luz da Teoria da Cultura do Consumidor (CCT). O caminho inverso é proposto na descrição e análise dos dados coletados na pesquisa de campo como forma de explorar motivações, barreiras e oportunidades para adoção de práticas de uso compartilhado a partir de três óticas principais, que ajudam a construir uma fotografia panorâmica da investigação: parte-se da relação entre pessoas e objetos em práticas espontâneas de compartilhamento e de posse que sugerem motivações para adotar ou rejeitar tais práticas, fundamentadas no apego, na construção do self e do pertencimento. Em seguida, são analisadas práticas de compartilhamento de produtos mediadas por serviços no Brasil e na Finlândia, descrevendo-se as barreiras e oportunidades para essas ofertas, sob a perspectiva de gestores desses serviços e o aprofundamento de um desses casos baseado na percepção das usuárias. Por fim, traz-se a reflexão crítica sobre o design para o compartilhamento, a partir de entrevistas com teóricos e praticantes em áreas correlatas ao tema desta investigação. A trajetória percorrida revela inconsistências, ambivalências e contradições teóricas e práticas que se inter-relacionam com desafios e oportunidades para a promoção do uso compartilhado, delineando-se, assim, contribuições para o campo teórico e prático do design a partir das três óticas propostas para observação do fenômeno investigado. / This dissertation proposes the analysis of the challenges and opportunities inherent to the recent and growing phenomenon of Sharing Economy, which raises questions concerning the practices of consumption and usage of objects, as well as the role of design regarding the promotion of such practices. This research bases itself on the interpretative paradigm, using a predominantly qualitative approach and a phenomenological study as method. The narrative which was built in this work starts with the exploration of possibilities of reading the object of study through theoretical background, which indicated the need of changes in the manner of production and consumption, as well as the role of design regarding the sustainability issue, as a starting point, then going through the description of the emerging phenomenon of Sharing Economy, which arises as one of the possible answers to such need, culminating on the reflection about the aspects of materialism and altruism on consumption, supported by authors which discuss attachment and the development of self through possession in light of the Consumer Culture Theory (CCT). The opposite way is proposed on the description and analysis of the data collected on the field research as a way of exploring motivation, barriers and opportunities for the adoption of practices of shared usage through three main point of views, which helps building a panoramic picture of the investigation: it starts with the relations between people and objects on spontaneous practices of sharing and possession, which suggests motivation to adopt or reject such practices based on attachment, development of self and sense of belonging. After that, product sharing practices mediated by services in Brazil and Finland were analyzed, describing the barriers and opportunities for theses offers, using the perspective of managers of these services and the deepening of one of those cases based on the perception of the users. Lastly, a critical reflection is proposed about design for sharing, through interviews with theorists and practitioners of areas of knowledge correlated to the subject of this investigation. The path taken shows inconsistencies, dubious interpretations and theoretical and practical contradictions which are interrelated with challenges and opportunities for the promotion of shared usage thus outlining contributions for the theoretical and practical fields of design through the three points of view proposed for the observation of the investigated phenomenon.

New innovation often forces The rise of the sharing economy has created a host of regulatory challenges for both agencies and legislators. Specifically, the ride-sharing and short-term rental industries have faced significant challenges from incumbent industries, lawmakers, and the public. Evaluating the respective policy development of these industries and the strategies of the industry leaders provide a useful lens of analysis.

The biggest barrier for expansion and adoption in the field of sharing economy is risk and fear regarding safety. This new company form has resulted in higher competition in the service industry, resulting in increased focus on high quality. Since sharing economy is a new phenomenon a comparison with traditional companies has been made in order to see how the different forms of companies work with quality management. The purpose of this thesis is to investigate how sharing economy companies within ridesharing and on demand rides, compared to traditional taxi companies, work with quality management. The thesis answers three subordinate questions: 1) How do companies work with quality assurance during the recruitment process? 2) How do companies work with continuous quality control and evaluation? 3) Is there a difference between the investigated industries within sharing economy and traditional taxi companies? Based on theories from management control and service quality management a theoretical framework was designed which provides guidance as to how researchers and managers can work with quality management in the service industry. A qualitative study was further performed through semi-structured interviews, where the gathered empirical material was presented through the theoretical framework. One conclusion that can be made in this thesis is that sharing economy companies have automated their services, as well as big parts of their quality management. Traditional companies seem to move more towards automating their services, as well as some parts of their quality control, but many parts are still handled manually. Another conclusion is that both types of companies have differences that lie in the nature of being a traditional company versus being a sharing economy company, and at the same time they have some fundamental similarities.

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New companies with business models based on technology-enabled sharing have emerged as the hot topic in technology in recent years. Uber, the sharing-economy’s poster-child, is now the world’s most valuable start-up by far. Lyft, its younger competitor, is seeing year over year growth in the hundreds of percentage points. This growth is coming at the cost of the incumbent taxi industry, and this is what this study sets out to examine. What is the effect of Uber, Lyft, and other ride-sharing services on the taxi industry? My study reveals that there has been an extremely negative effect on taxicabs, and that there are only a few last strands of hope for ways taxis can compete. Based on my study and learning, in final I forecast the ways that the firms in this space can continue to grow and dominate the ride-sharing market, and beyond.

In the recent decades a new type of economic system based on collaborative consumption has increased in popularity. The new cost competitive model challenges the traditional business model that has fueled the hyper consumption, which the 20th century is known for. This research focuses on how national cultures impact the development of this new economic system, in order to understand how much people of different cultures are willing to share. A conceptual model was created to try to understand cultural influence on sharing. Hofstede’s cultural dimensions have been used to measure and compare the empirical data, that was collected through five focus groups representing four different countries: Sweden, France, China and United States. Out of the six cultural dimensions, it was found that the indulgence dimension together with power distance might influence people’s willingness to share. Indulgence was also found to explain socialization as a motivational factor together with power distance and long-term orientation. In conclusion, four different sharing sectors were analyzed, and it was found that transportation and clothing was considered shareable, disregarding national culture. Accommodation might be dependent on national culture since the focus groups that were supposed to be indulgent showed resistance to share, while the restraint groups showed a greater willingness. Technology was not considered shareable by any group. Furthermore, three motivational factors, that might be depend on national culture, was identified. These are environment, socialization and technology. An additional four motivational factors were identified, but these might be independent of national culture. These four are personal, economical, trust/safety and convenience. Lastly, additional findings showed that similar genders have similar willingness to share across cultures which makes it a topic of interest for future research.