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Exploring Different Types of Sharing: A Proposed Segmentation of the Market for “Sharing” Businesses
Abstract
Sharing instead of buying is regaining traction among today's consumers. This study aims at identifying segments of sharing consumers to unearth potentially viable clusters of a consumer behavior that is a market of growing economic relevance. By means of a qualitative study and a survey with a roughly representative sample of 1121 Swiss‐German and German consumers, a set of trait‐related, motivational, and perceived socioeconomic variables is identified that can be used to group individuals into segments that differ with regard to their approach to sharing. A cluster analysis based on these variables suggests four potential clusters of sharing consumers—sharing idealists, sharing opponents, sharing pragmatists, and sharing normatives. Two sets of testable propositions are derived that can guide further research in this domain and pave the way to a more targeted approach to the growing market of “sharing” businesses.
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Cites
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Cited by
Mapping out the sharing economy: A configurational approach to sharing business modeling
Muñoz, P., & Cohen, B. (2017) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2017.03.035 · Cited by 432
Sharing economy: A comprehensive literature review
Hossain, M. (2020) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2020.102470 · Cited by 367
When the sharing economy becomes neoliberalism on steroids: Unravelling the controversies
Murillo, D., Buckland, H., & Val, E. (2017) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2017.05.024 · Cited by 330
Consumer segmentation within the sharing economy: The case of Airbnb
Lutz, C., & Newlands, G. (2018) · Journal of Business Research · doi:10.1016/j.jbusres.2018.03.019 · Cited by 304
What managers should know about the sharing economy
Habibi, M. R., Davidson, A., & Laroche, M. (2017) · Business Horizons · doi:10.1016/j.bushor.2016.09.007 · Cited by 258
Metadata
- Authors
- Hellwig, K., Morhart, F., Girardin, F., & Hauser, M.
- Venue
- Psychology & Marketing
- Publisher
- Wiley
- Published
- 2015-08-11
- Volume
- 32
- Issue
- 9
- Pages
- 891-906
- ISSN
- 0742-6046 (ISSN-L)
- 1520-6793
- OpenAlex
- W1515661328
- Cited by
- 220
- References
- 10
- FWCI
- 39.93
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
