How the Burdens of Ownership Promote Consumer Usage of Access-based Services

Tobias Schaefers*, Stephanie J. Lawson, Monika Kukar-Kinney

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Services that let customers access goods, such as car-sharing, are gaining increasing relevance as an alternative to ownership. These access-based services allow consumers to avoid the “burdens of ownership”, i.e., risks and responsibilities that come with owning a good. However, the interplay between consumers’ risk perception of ownership, access-based service usage, and the subsequent decision to reduce or forgo ownership has not been sufficiently investigated. Based on risk perception theory, we hypothesize the effects of different risk dimensions (financial, performance, social) on the intensity of access-based service usage, as well as the latter’s influence on ow nership reduction. Using a unique dataset that links survey and actual usage data of car-sharing users, we test four corresponding hypotheses. The results reveal that access-based service usage is positively influenced by all three ownership risk perceptions. Moreover, a higher usage of an access-based service increases the likelihood that consumers subsequently reduce ownership.
Original languageEnglish
JournalMarketing Letters
Volume27
Issue number3
Pages (from-to)569-577
Number of pages9
ISSN0923-0645
DOIs
Publication statusPublished - Sep 2016
Externally publishedYes

Keywords

  • Access-based consumption
  • Ownership
  • Risk perception
  • Sharing

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