Suppliers’ loyalty to their sharing platform: The influence of multiple roles

Rossmannek, Oliver; David, Natalie; Schramm‐Klein, Hanna

doi:10.1016/j.jbusres.2022.01.072

Cited by 12 publications

(4 citation statements)

References 66 publications

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“…It will be necessary for platforms to carefully identify the customer groups that will need to increase trust in the sharing economy through precisely targeted interventions. Rossmannek et al (2022) support customer segmentation. Barbosa et al (2020) propose a behavioural framework for measuring users' propensity to trust in the sharing economy.…”

Section: Sharing With Strangers Barriersmentioning

confidence: 99%

The Stranger Factor: How Familiarity Influences Sharing Behaviour across Generations

Pelech,

Dědková

2024

CEBR

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In the sharing economy, P2P platforms must identify the target audience for their marketing campaigns to spend their marketing budget effectively. The challenge is to convince those who are afraid of sharing with strangers. We analysed participant behaviour by testing whether people's willingness to participate differed depending on whether they shared with known or unknown people. Our study focused not only on sharing with strangers and exploring this phenomenon but also on sharing with people we know to verify that these people are generally willing to share idle assets. We defined four groups of sharing economy participants depending on whether they know the counterparty: (1) Active participants afraid of sharing with strangers, (2) Active participants indifferent, (3) Active participants prefer to share with strangers, and (4) Inactive participants. Generation Z will most likely supply their idle assets with strangers, while Generation Y does not mind who they share with. Generation X prefers to share with strangers but is also the most inactive. The demand side is more complicated: Generation Z does not care who they demand from, but other generations' preferences depend on the asset type. Again, Generation X is the most inactive. We assumed that a generational perspective is essential for P2P marketing mix settings. We summarise new findings not only from a theoretical but also from a practical perspective. Implications for Central European audience:We provide a new perspective on sharing idle assets in the context of sharing with strangers. We emphasize a generational perspective and use cluster analysis to define four groups of participants from the perspective of sharing with strangers. P2P platforms operating in the sharing economy can gain more insights into Czech customers' consumer behaviour depending on whether they know the counterparty. The results can also benefit managers in other Central European countries. The findings can also contribute to the theoretical knowledge of the sharing economy and its implications for reducing marketing costs.

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Section: Sharing With Strangers Barriersmentioning

confidence: 99%

The Stranger Factor: How Familiarity Influences Sharing Behaviour across Generations

Pelech,

Dědková

2024

CEBR

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“…In the online marketplace, upstream suppliers are permitted to open their own stores on platforms and directly sell their products to consumers by paying a commission to the platform. Based on these retailing channels, e-commerce platforms have experienced remarkable success and attracted merchants by leveraging the marketplace to obtain access to customers who may not have been aware of them otherwise [3,4].…”

Section: Introductionmentioning

confidence: 99%

Strategic Third-Party Product Entry and Mode Choice under Self-Operating Channels and Marketplace Competition: A Game-Theoretical Analysis

Xu,

Huang,

Zhang

et al. 2024

JTAER

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To bolster their competitiveness and profitability, prominent e-commerce platforms have embraced dual retailing channels: self-operating channels and online marketplaces. However, a discernible trend is emerging wherein e-commerce platforms are expanding their marketplaces to encompass competitive third-party suppliers. Motivated by this trend, this study sought to examine the strategic integration of a third-party product amidst the competition between a self-operating channel and a marketplace. This investigation involved the development of a game-theoretic model involving a platform and two representative suppliers—an incumbent supplier and a new entrant. Specifically, we delved into establishing an equilibrium partnership between the platform and the new entrant supplier while also evaluating the self-operating strategy of the established supplier. Our analysis uncovered a counterintuitive outcome: an escalation in the commission rate resulted in diminished profits for the established supplier. Furthermore, we ascertained that the economic implications of a competitive product entry pivot significantly on product quality. Lastly, we demonstrated that the revenue-sharing rate plays a pivotal role in influencing the self-operating strategy of the established supplier, and the market equilibrium hinges on the interplay among product quality, the commission rate, and the revenue-sharing rate. These insights provide invaluable guidance for marketers and e-commerce platforms in their strategic decision-making processes.

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“…Loyalty is key for sharing economy platforms in the service ecosystem because the success of sharing economy platforms depends on achieving and maintaining a critical mass of users at different levels in the service ecosystem (Akhmedova et al, 2022). Since in previous research, most microsystem level components have been investigated, in the current research, in addition to factors at the microsystem level, other mesosystem and macrosystem level factors in the formation of customer loyalty in the sharing economy have been investigated to provide a more complete view (Rossmannek et al, 2022;Liu et al, 2022;Agrawal et al, 2022). Sharing economy theory goes back to Bratmans (1999Bratmans ( , 2013, who has focused on sharing activities.…”

Section: Introductionmentioning

confidence: 99%

What is Problem in Sharing Economy Service Ecosystem? Reviewing the Role of Trust in Loyalty

Nazemi,

Haghighinasab,

Dastourian

et al. 2024

JOSI

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Understanding customers' behavioral components in sharing economy platforms is vital to policy-makers and marketers. Concerning behavioral components such as commitment, attitude, and trust, which lead to customer loyalty in sharing economy platforms, has less addressed. This paper aims to investigate/examine customers' behavioral components, increasing customer loyalty in sharing economy context through the service ecosystem. Data were collected from 405 respondents who have used a sharing economy platform through a semi-structured questionnaire and were analyzed using structural equation modeling. Behavioral components such as customers' attitudes, trust, and commitment lead to customer loyalty in a sharing economy platform. Moreover, the results revealed the positive moderating effect of trust perception and attitude towards using the platform on customers' loyalty. This paper contributes to growing research on modeling customer loyalty in a sharing economy context through a service ecosystem perspective and investigating each level, which has been seen as limited in previous research.

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Suppliers’ loyalty to their sharing platform: The influence of multiple roles

Cited by 12 publications

References 66 publications

The Stranger Factor: How Familiarity Influences Sharing Behaviour across Generations

The Stranger Factor: How Familiarity Influences Sharing Behaviour across Generations

Strategic Third-Party Product Entry and Mode Choice under Self-Operating Channels and Marketplace Competition: A Game-Theoretical Analysis

What is Problem in Sharing Economy Service Ecosystem? Reviewing the Role of Trust in Loyalty

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