Why own when you can access? Motivations for engaging in collaborative consumption

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-01-11 DOI:10.1080/10696679.2021.1985939

Jennifer L. Stevens, C. M. Johnson, Mark R. Gleim

引用次数: 7

Abstract

ABSTRACT The rapid development of technological platforms, coupled with changes in consumer preferences, has fueled the rise of collaborative consumption. The present research employs a multi-method approach to examine consumer motivations to engage in collaborative consumption. Consumer profiles for collaborative consumption are developed, followed by an experiment that examines the role of consumer self-image congruence with platforms and workers. The results suggest that firms should prime consumers on similarities that they may share as self-image congruence mediates the relationship with both platforms and workers. This research develops consumer profiles for collaborative consumption engagement across multiple platforms and provides relevant managerial implications.

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当你可以访问时，为什么要拥有？参与协作消费的动机

技术平台的快速发展，加上消费者偏好的变化，推动了协同消费的兴起。本研究采用多方法研究消费者参与协作消费的动机。开发了协作消费的消费者概况，随后进行了一项实验，研究了消费者与平台和工人的自我形象一致性的作用。结果表明，企业应该对消费者可能分享的相似点进行引导，因为自我形象一致性调解了与平台和员工的关系。本研究开发了跨多个平台协作消费参与的消费者概况，并提供了相关的管理启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.