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Cited by 955Sharing Economy and PlatformsTransportation and Mobility InnovationsService and Product Innovation

When is Ours Better than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems

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Lamberton, Cait Poynor, Rose, Randall L.·2012·Journal of Marketing
DOI 10.1509/jm.10.0368
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Abstract

Sharing systems are increasingly challenging sole ownership as the dominant means of obtaining product benefits, making up a market estimated at more than US$100 billion annually in 2010. Consumer options include cell phone minute-sharing plans, frequent-flyer-mile pools, bicycle-sharing programs, and automobile-sharing systems, among many others. However, marketing research has yet to provide a framework for understanding and managing these emergent systems. The authors conceptualize commercial sharing systems within a typology of shared goods. Using three studies, they demonstrate that beyond cost-related benefits of sharing, the perceived risk of scarcity related to sharing is a central determinant of its attractiveness. The results suggest that managers can use perceptions of personal and sharing partners’ usage patterns to affect risk perceptions and subsequent propensity to participate in a commercial sharing system.

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  • With constantly evolving ecosystems, markets and consumption patterns, sharing platforms need to understand the factors that draw and keep consumers with the platform.

    “With constantly evolving ecosystems, markets and consumption patterns (e.g.Caldieraro et al., 2018;Lamberton and Rose, 2012), sharing platforms need to understand the factors that draw and keep consumers with the platform.”

    From Platforms in the peer-to-peer sharing economy (2019) · cites this paper as Lamberton and Rose, 2012

  • The ability to infer the trustworthiness of individuals with whom users wish to engage is fundamental to the Sharing Economy's operation.

    “By extension, the ability to infer the trustworthiness of the individuals with whom users wish to engage is fundamental to the SE’s operation [11,22–26].”

    From Digital Identity: The effect of trust and reputation information on user judgement in the Sharing Economy (2018) · cites this paper as [23]

  • The combination of reputation systems and objective data acts to reduce the implicit uncertainty of operating in Sharing Economy markets.

    “The combination of these two types of systems acts to reduce the implicit uncertainty of operating in such markets [20,23,40].”

    From Digital Identity: The effect of trust and reputation information on user judgement in the Sharing Economy (2018) · cites this paper as [23]

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Authors
Lamberton, C. P., & Rose, R. L.
Affiliations
  • University of Pittsburgh (US)
  • University of South Carolina (US)
Corresponding author
  • Lamberton, Cait Poynor
  • Rose, Randall L.
ORCID
Lamberton, Cait Poynor
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2012-07
Volume
76
Issue
4
Pages
109-125
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jm.10.0368
OpenAlex
W2085548520
Cited by
955
References
4
Citations by year
2026: 34 · 2025: 50 · 2024: 59 · 2023: 87 · 2022: 82 · 2021: 115 · 2020: 127 · 2019: 116 · 2018: 96 · 2017: 88 · 2016: 49 · 2015: 33 · 2014: 11 · 2013: 5 · 2012: 2
FWCI
46.56
Type
journal article
Language
en
Open access
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Journal of Marketing (publishedVersion)
  • SSRN Electronic Journal (acceptedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Sharing Economy and Platforms
  • Physical Sciences › Engineering › Automotive Engineering › Transportation and Mobility Innovations
  • Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
Keywords
consumer participation, risk perception, usage patterns, car sharing, bike sharing

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