Este trabalho delineia um posicionamento conceitual do consumo colaborativo entre os conceitos de colaboração e cooperação a fim de diferenciar gradientes de colaboração. Na investigação teórica, o que se encontrou foi uma linha que distingue os graus de colaboração e cooperação por dois fatores: o nível de envolvimento pró-social e a interação entre consumidores. Para analisar esses gradientes de forma empírica, os fatores foram testados em três sites de consumo colaborativo e um site de consumo tradicional. Os resultados mostram que os participantes percebem diferenças de envolvimento entre modelos diferentes de consumo colaborativo.

The participatory culture in the digital world opens a range of new and refurbished behaviors of the classical world. The shades of sharing, collaboration and cooperation are resignify within cyberculture. This is critical to understand the collaborative consumption. This paper outlines a conceptual positioning of the collaborative consumption and other similar concepts such as sharing, cooperation and social dilemmas, in order to differentiate collaboration gradients inside collaborative consumption models. In theoretical research, we found a fine line that distinguishes the degrees of collaboration and cooperation by the level of prosocial involvement and interaction among consumers. From the point of view of communication and user experience design, this work conduct a study of reception that compares the most frequent graphic pieces of information on collaborative consumption websites with the perceived importance of these elements by the users. Besides contributing with a collaborative scale that can be applied in such initiatives to rank them from highly cooperative to highly collaborative. The findings will help future academic research in this area.

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