The Sharing Economy
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ItemThe Influence of Legitimacy on User Behavior in the Sharing Economy( 2019-01-08)In this paper we look at the legitimacy of sharing services as perceived by consumers and how it shapes their behavior. In doing so we shift the focus of legitimacy research that has traditionally been on investors and employees to consumers whom we identify as major stakeholders in the sharing economy and empirically investigate the impact of perceived legitimacy on consumer behavior. We conduct prescreened semi-structured focus groups and identify differentiated ways in dealing with legitimacy in the sharing economy.
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ItemOf Money and Morals - The Contingent Effect of Monetary Incentives in Peer-to-Peer Volunteer Computing( 2019-01-08)Driven by technological advances, the recent trend of the sharing economy has brought up multiple globally successful companies, a disruption of business models, and presumably more sustainable alternatives to traditional resource allocation and consumption. Instead of depending only on professional companies, people increasingly share their resources in peer-to-peer networks. In volunteer computing systems, for example, device owners share their spare computational resources with other users. Despite the success stories in other businesses in the sharing economy, however, the popularity of such peer-to-peer computing systems has remained limited. The authors focus on the perspective of resource providers and develop a framework of the effectiveness of monetary incentives to motivate resource providers in volunteer computing. Drawing from Relational Models Theory and Motivation Crowding Theory, the framework proposes a three-way interaction between monetary incentives, social relationships, i.e., sharing with anonymous users versus with friends, and the individual predisposition of the user, i.e., their moral identity centrality. Informed by a preliminary survey, a between subjects experiment tests the propositions and delivers full support for the hypothesized contingencies. Monetary incentives can enhance the intrinsic motivation to share resources when sharing takes place amongst anonymous users. However, paying monetary rewards can disrupt motivation when sharing takes place among friends, especially when users have a high moral identity centrality. The authors discuss their result in the light of their conceptual and practical implications.
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ItemImpact of Perceived Value on Customer Satisfaction and Continuance Intention of Bicycle Sharing Service( 2019-01-08)Bicycle sharing service has been identified as one of the most significant applications in the sharing economy, yet few studies have explored its value stream from a customer perception perspective. Drawing upon value creation theoretical framework, this study proposes a research model to examine the impact mechanism of four value streams on customer satisfaction and continuance intention of bicycle sharing service. An empirical study was conducted and 293 valid data was collected from users of two leading bicycle-sharing platforms in China. Structural equation modeling technique was used to examine the research model. The empirical results suggest that emotional value is the most significant antecedent of customer satisfaction and continuance intention, followed by functional value and economic value. While environmental value has a positive but weaker influence on customer satisfaction. A post-hoc analysis further suggests that gender difference exists on the association between the four value streams and customer satisfaction.
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ItemIntroduction to the Minitrack on The Sharing Economy( 2019-01-08)