[pt] Os últimos dez anos foram marcados pelo nascimento de marcas que rapidamente se converteram em sinônimos de categorias, como Uber e Airbnb. Consideradas protagonistas do consumo colaborativo, tais marcas alcançaram valor de mercado superior ao de marcas tradicionais, transformando segmentos como os de transporte e hotelaria. Estima-se que, nos próximos cinco anos, a economia compartilhada gerará mais de 300 bilhões de dólares em novos negócios. Neste contexto, esta dissertação tem por objetivo explorar o significado do consumo colaborativo para o consumidor brasileiro, investigando, em especial, de que forma os consumidores interpretam as manifestações da marca Uber, utilizando a perspectiva teórico-metodológica da semiótica discursiva de linha francesa e o modelo Projeto/Manifestação de identidade de marca proposto por Semprini (2010). Os dados foram coletados por meio de quinze entrevistas individuais com consumidores e pesquisa documental. Foram utilizados como unidades de análise o discurso de consumidores acerca do consumo colaborativo e das manifestações da marca Uber, o conteúdo do site oficial da empresa e peças de campanha publicitária veiculada em 2018. Os resultados da pesquisa indicam que o conceito de consumo colaborativo diverge entre os consumidores entrevistados, ratificando a literatura sobre o tema. Através da identificação das aproximações e afastamentos entre o projeto da marca Uber e sua identidade manifesta, os achados apontam que há similaridades entre o projeto enunciado e o que é compreendido pelo público. Há também pontos dissonantes, indicando oportunidades para que os gestores da marca aperfeiçoem as manifestações em prol de uma comunicação de marca mais consistente. / [en] The last ten years have been marked by the emergence brands that quickly converted into categories such as Uber and Airbnb. Considered the protagonists of collaborative consumption, these brands reached higher market value than traditional brands, changing specifics segments like transportation and hospitality. It is estimated that, over the next five years, sharing economy will generate more than 300 billion dollars in new businesses. In this context, this research aims to explore the meaning of collaborative consumption for the Brazilian consumers, and investigate, particularly, how consumers interpret Uber brand manifestations, using the theoretical-methodological perspective of the French approach to discursivesemiotics and the Project/Manifestation model of brand identity proposed by Semprini (2010). The data were collected through 15 individual consumers interviews and documentary research, as well. Consumer s understanding about collaborative consumption and Uber brand s manifestations, in addition to the content of the company s official website and pieces of advertising campaign published in 2018 were used as units of analysis. The research results indicate that the concept of collaborative consumption is divergent among the consumers interviewed, ratifying the literature. Through the identification of the approaches and departures between the project proposed by Uber brand and its manifest identity, the findings indicate that there are similarities between the brand enunciation and what is understood by the public. However, there are also dissonant points, indicating opportunities for brand managers to optimize the manifestations for a more consistent brand communication.

No description available.

This thesis consists of four chapters, introduction and conclusion. In the introduction to this thesis, the author clarifies the reasons for choice of the subject of the thesis, defines the aims of the thesis and its systematic as well as describes the methodology of the thesis and the default sources. In the first chapter, the author deals with definition of the concept of shared economy and connected critical reflections. The second subchapter of the first chapter deals with description of selected shared economy representatives, with whom the application part of the thesis shall deal with. The second chapter generally defines the relevant institutes of tax law such as tax evasion and tax optimization, whereas the author deals with the difference between them. Further, attention is paid to circumvention of law, obscured legal action, abuse of law and the fight against tax evasion. The centerpiece of this thesis is included in the third chapter, which is focused on application of tax legal regulations to selection of representatives of shared economy. The relevant chapter is divided into four subchapters, each dealing with individual taxes. Each of the subchapters includes brief description of examined tax as well it deals with the application of tax law rules to shared economics cases in the...

Submitted by Rafael Santana (rafael.silvasantana@ufpe.br) on 2018-03-12T19:46:49Z No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) Dissertação de Mestrado - Versão Final - Laize de Souza.pdf: 3800256 bytes, checksum: 5edc386372ef64cdef51ca5ee588681b (MD5) / Made available in DSpace on 2018-03-12T19:46:49Z (GMT). No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) Dissertação de Mestrado - Versão Final - Laize de Souza.pdf: 3800256 bytes, checksum: 5edc386372ef64cdef51ca5ee588681b (MD5) Previous issue date: 2017-02-23 / Esta dissertação parte do pressuposto que carona é uma medida de mobilidade que visa a redução de viagens subutilizada. Políticas de incentivo ao uso da carona, incluindo a adoção de sistemas de caronas, são de grande valia para reduzir o número de carros em circulação. Contudo, políticas eficazes dependem da compreensão dos padrões comportamentais que permeiam a oferta e a demanda da carona. Nesse contexto, os campi universitários são objetos de estudo atraentes devido às suas configurações de importantes polos geradores de viagem na composição urbana, principalmente quando o sistema de transporte público é deficitário. Portanto, esta dissertação objetiva a investigação dos fatores que influenciam a oferta da carona por alunos do Campus Joaquim Amazonas (CJA - Recife), da Universidade Federal de Pernambuco. Além disso, são identificadas e sugeridas medidas mais eficazes para ampliação do uso do modo. Investigam-se os critérios relevantes para duas situações: i) adoção da carona casual, da maneira que ocorre atualmente; e ii) entrada em um hipotético sistema dinâmico de caronas, que é uma ferramenta computacional que promove a conexão imediata entre desconhecidos que possuem necessidades de deslocamento semelhantes, baseada na tecnologia de smartphones e de geolocalização. A importância desse estudo é justificada pela baixa taxa de ocupação dos veículos que chegam ao CJA (1,57 pessoas/veículo, considerando apenas discentes), que tem a possibilidade de ser elevada, além do crescente aumento da frota de automóveis da Região Metropolitana do Recife. Para realização dessas avaliações, os dados são coletados por meio de um questionário respondido por discentes que costumam ir à universidade como motoristas, ou seja, os possíveis ofertantes da carona, tendo em vista que sem eles a demanda existente não pode ser atendida. As informações são analisadas pelo método de Regressão Logística, que possibilita a identificação da força de cada critério avaliado sobre a probabilidade de sucesso da oferta de carona. Os resultados obtidos mostram que, para a carona casual, os fatores fixos (sócio demográficos e de viagem) são mais impactantes na decisão de oferta. Por outro lado, os fatores multáveis inerentes ao arranjo da carona e os psicológicos estão mais relacionadas ao modo dinâmico. A hipótese inicial, de que o uso da carona pode ser elevado a partir de sistemas de caronas é confirmada. Apesar da grande variabilidade de fatores que motivam a adoção de modos alternativos de deslocamento, conclui-se que, junto às plataformas de conexão, é importante que sejam adotadas políticas de cunho informativo e educacional. Essas objetivam encorajar mudanças de comportamento e promover a carona. Assim, fatores que não motivam o modo, como redução de flexibilidade, poderão passar a ter menor peso sobre a decisão de escolha do modo. Além disso, é fundamental que os campi adotem uma ampla Política Institucional de Mobilidade Sustentável. / This thesis assumes that carpooling is an underutilized mobility measure that aims travel reduction. Policies to encourage carpooling, including the adoption of carpooling systems, are of great value to minimize amount of cars circulating. However, efficient policies depend on understanding the behavioural patterns that surround carpooling supply and demand. In this context, university campuses are attractive object of study due to their configuration as important trips generating developments in the urban composition, especially when the public transportation system is unsatisfactory. Therefore, this dissertation aims to investigate the factors influencing carpooling supply by students from Campus Joaquim Amazonas (CJA – Recife), Universidade Federal de Pernambuco. In addition, some efficient measures for carpooling expansion are identified and suggested. The relevant criteria are investigated for two situations: i) adoption of casual carpooling; ii) entrance in a hypothetical dynamic carpooling system, a tool that provides immediate connection between unknown persons having similar travel needs, based on smartphones and geolocation technology. This study’s relevance is justified by the greater increase of car fleet in Recife’s Metropolitan Region, in addition to the low level of vehicles occupancy in CJA (1.57 persons/vehicle, considering only students) which may be raised. To carry out this research, the data has been collected through a questionnaire answered by students who usually drive to the university, that is, the possible carpooling suppliers, considering that without them an existing demand cannot be met. The information gathered is analysed by Logistic Regression, which makes it possible to identify the strength of each criterion evaluated over the probability of carpooling supply success. The results show that, for a casual ride, the fixed factors (social demographic and travel) are more impacting in the supply decision. On the other hand, changeable factors that are inherent to the carpooling arrangement and psychological factors are more related to the dynamic mode. The hypothesis that the carpooling use can be raised by the adoption of carpooling systems witch break some barriers of this transportation mode is confirmed. In spite of the great variability of factors that motivate the adoption of alternative travel modes, it is concluded that, along the trips connection systems, it is important to assume informative and educational policies in order to encourage changes in travel behaviour and promote carpooling. This way, the reasons that do not motivate this transport mode, such as the reduction of flexibility, may turn less important over this mode choice decision. Beyond this, it is fundamental that the campuses implement a global Institutional Policy of Sustainable Mobility.

No description available.

Existing literature on the relationship between ridehailing (RH) and transit services is limited to empirical studies that rely on self-reported answers and lack spatial and temporal contexts. To fill this gap, the research takes a novel approach that uses real-time geospatial analyzes. Using this approach, we estimate the extent to which ride-hailing services have contributed to the recent decline in public transit ridership. With source data on ridehailing trips in Chicago, Illinois, we computed the real-time transit-equivalent trip for the 7,949,902 ridehailing trips in June 2019; the sheer size of this sample is incomparable to the samples studied in existing literature. An existing Multinomial Nested Logit Model was used to determine the probability of a ridehailer selecting a transit alternative to serve the specific origin-destination pair, P(Transit|CTA) . The study found that 31% of RH trips are replaceable, 61% are not replaceable, and 8% lie within the buffer zone. We measured the robustness of this probability using a parametric sensitivity analysis, and performed a two-tailed t-test, with a 95% confidence interval. In combination with a Summation of Probabilities, the results indicate that the total travel time for a transit trip has the greatest influence on the probability of using transit, whereas the airport pass price has the least influence. Further, the walk time, number of stops in the origin and destination census tracts, and household income also have significant impacts on the probability of using transit. Lastly, we performed a Time Value Analysis to explore the cost and trip duration difference between RH trips and their transit-equivalent trips on the probability of switching to transit. The findings demonstrated that approximately 90% of RH trips taken had a transit-equivalent trip that was less expensive, but slower. The main contribution of this study is its thorough approach and fine-tuned series of real-time spatial analyzes that investigate the replaceability of RH trips for public transit. The results and discussion intend to provide perspective derived from real trips and encourage public transit agencies to look into possible opportunities to collaborate with ridehailing companies. Moreover, the methodologies introduced can be used by transit agencies to internally evaluate opportunities and redundancies in services. Lastly, we hope that this effort provides proof of the research benefits associated with the recording and release of ridehailing data. / Master of Science / Existing literature on the relationship between ridehailing (RH) and transit services is limited to empirical studies that rely on self-reported answers and lack spatial and temporal contexts. To fill this gap, the research takes a novel approach that uses real-time geospatial analyzes. Using this approach, we estimated the extent to which ride-hailing services have contributed to the recent decline in public transit ridership. With source data on ridehailing trips in Chicago, Illinois, we computed the real-time transit-equivalent trip for the 7,949,902 ridehailing trips in June 2019; the sheer size of this sample is incomparable to the samples studied in existing literature. An existing Multinomial Nested Logit Model was used to determine the probability of a ridehailer selecting a transit alternative to serve the specific origin-destination pair, P(Transit|CTA) . The study found that 31% of RH trips are replaceable, 61% are not replaceable, and 8% lie within the buffer zone. We measured the robustness of this probability using a parametric sensitivity analysis, and performed a two-tailed t-test, with a 95% confidence interval. In combination with a Summation of Probabilities, the results indicate that the total travel time for a transit trip has the greatest influence on the probability of using transit, whereas the airport pass price has the least influence. Further, the walk time, number of stops in the origin and destination census tracts, and household income also have significant impacts on the probability of using transit. Lastly, we performed a Time Value Analysis to explore the cost and trip duration difference between RH trips and their transit-equivalent trips on the probability of switching to transit. The findings demonstrated that approximately 90% of RH trips taken had a transit-equivalent trip that was less expensive, but slower. The main contribution of this study is its thorough approach and fine-tuned series of real-time spatial analyzes that investigate the replaceability of RH trips for public transit. The results and discussion intend to provide perspective derived from real trips and encourage public transit agencies to look into possible opportunities to collaborate with ridehailing companies. Moreover, the methodologies introduced can be used by transit agencies to internally evaluate opportunities and redundancies in services. Lastly, we hope that this effort provides proof of the research benefits associated with the recording and release of ridehailing data.

Background: In recent years, the Swedish taxi industry has undergone a number of changes as a result of increased digitalisation in a deregulated market. Most market players have emerged as a result of the freedom of establishment, which in turn has led to higher competition. Among these new entrants, the ride-hailing business model has had an impact by taking a traditional service and performing it differently. This thesis will thus examine how this approach has affected the Swedish taxi industry in more detail. Purpose: The thesis aims to increase understanding of the aspects of the ride-hailing business model that are specifically distinguished by the company Uber. The following secondary purpose is to identify the impact this specific business model has on the Swedish taxi industry as a result of Uber's establishment on the Swedish market. Method: The thesis is an abductive case study of qualitative character. The empirical data has been collected through three distinct approaches, which are the collection of scientific material, semi-structured interviews with three respondents and a Social Media Analysis consisting of data from approximately 100 independent articles and media publications. Furthermore, these three types of empirical data have been selected via a strategic selection. Conclusion: The result of this thesis shows that the specific aspects that stand out in Uber Sweden's use of the ride-hailing business model are value creation, differentiation, innovation and social acceptance. The results also show that the ride-hailing business model has influenced the Swedish taxi industry in terms of the specific aspects' influence on the development of the taxi market and on government regulations. / Bakgrund: Under de senaste åren har den svenska taximarknaden genomgått en rad förändringar till följd av en ökad digitalisering på en avreglerad marknad. Det har uppkommit flertalet aktörer på marknaden till följd av den fria etableringsrätten, som i sin tur lett till en högre konkurrens. Bland dessa nya aktörer har affärsmodellen ride-hailing fått ett genomslag genom att ta en traditionell tjänst och utföra den annorlunda. Uppsatsen kommer därmed att närmare undersöka hur detta tillvägagångssätt har påverkat den svenska taximarknaden. Syfte: Uppsatsen syftar till att öka förståelsen för de aspekter av ride-hailing-affärsmodellen som specifikt utmärker sig hos företaget Uber. Det följande sekundära syftet avser att identifiera den påverkan som denna specifika affärsmodell haft på den svenska taxibranschen till följd av Ubers etablering på den svenska marknaden. Metod: Uppsatsen är en abduktiv fallstudie av kvalitativ karaktär. Empiri har insamlats via tre distinkta tillvägagångssätt, vilka är insamlande av vetenskapligt material, semistrukturerade intervjuer med tre respondenter samt en Social Media Analys bestående av data från cirka 100 fristående artiklar samt mediala publikationer. Vidare har dessa tre typer av empiriska data valts ut via ett strategiskt urval. Slutsats: Resultatet från denna uppsats visar att de specifika aspekterna som utmärker sig inom Uber Sveriges användning av ride-hailing-affärsmodellen är värdeskapande, differentiering, innovation och social acceptans. Vidare visar resultatet på att ride-hailing-affärsmodellen har påverkat den svenska taximarknaden i avseende på de specifika aspekternas inflytande på utvecklingen av taxibranschen samt kring statliga regleringar.

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.

No description available.

There is no abstract available for this thesis.