The Business Model of Digital Platforms for the Sharing Economy: Intensive Case Study Methodology for Rover.com Pet Boarding Platform

Su, Bo-chiuan; Lin, Hung‐Mo; Wang, Yumei

doi:10.3390/su142316256

Cited by 4 publications

(1 citation statement)

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“…We tested their theoretical willingness under the assumption that they know the counterparty and also under the assumption that they do not know the counterparty. In examining supply and demand, we selected these assets in light of research by other authors: (1) cars (Tian et al, 2019) 9) pets (Su et al, 2022). These authors have looked at one or more assets (mainly from the perspective of one aspect -e.g., supply, demand, different generations, other CENTRAL EUROPEAN BUSINESS REVIEW aspects).…”

Section: Questionnaire Developmentmentioning

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: Questionnaire Developmentmentioning

confidence: 99%