Title: Like a rolling stone? Investigating consumption values and the spillover effect of peer-to-peer sharing
Author: Martin Paul Fritze
Address: Institute for Marketing and Service Research, University of Rostock, Ulmenstraße 69, 18057 Rostock, Germany
Abstract: The purpose of this paper is to empirically investigate the adoption of peer-to-peer (p2p)-sharing services consumption. First, the relative importance of economic, social, and environmental consumption values and value propositions for p2p-sharing participation are examined. Second, this study explores the spillover effect of p2p-sharing services consumption, which refers to the emergence of a coherent consumption schema derived from a single-domain application to the adoption of p2p-sharing services consumption in various domains. The comprehensive quantitative investigations draw on four large-scale field studies conducted amongst over five thousand respondents in total, which included users and nonusers of p2p-sharing in a range of domains. The results show the varying importance of consumption values for motivations to participate in p2p-sharing and indicate that single-domain p2p-sharing participation induces a spillover effect towards multi-domain usage. The findings will assist practitioners, policy makers, and academic researchers in determining what drives p2p-sharing and how the mass adoption of this mode of consumption can be promoted more efficiently.
Keywords: peer-to-peer sharing; collaborative consumption; ownership; sustainability; sharing economy.
Int. J. of Business Environment, 2017 Vol.9, No.4, pp.324 - 355
Submission date: 17 Jul 2017
Date of acceptance: 21 Jul 2017
Available online: 28 May 2018