The Modern Consumer in the Sharing Econonomy: A User Perspective

Abstract

This thesis is based on an acknowledgement of the current environmental challenges and the need for these to be addressed. From this, the thesis investigates how the behaviour of the modern consumer influences the development in the sharing economy and the role of digitalization in this context. By taking a hermeneutic and phenomenological view upon philosophy of science, 12 semi structured interviews are conducted to gain insights into the mind of the consumer in the sharing economy. First, The Theory of Planned Behaviour is implemented to assess factors which influence the respondent’s decision to participate. Here, a significant gap between intention and behaviour is defined amongst the respondents. Second, the Social Exchange Theory reviews the respondent’s perceived benefits and costs when participating. Here, it is established that it is primarily monetary motivation that drives respondents towards the sharing economy, whereas doubts about safety and quality become the primary driver towards alternatives. Third, the Expectancy Disconfirmation Theory helps understand how the respondents' expectations are quite realistic for which reason, they remain generally satisfied with their participation in the sharing economy. Fourth, loyalty is assessed through the ‘trust’ model, in which a significant difference between trust in provider and trust in platform is established. This ultimately leads to the respondents being loyal in attitude rather than loyal in their behaviour. This fact is also what the following discussion uses as a starting point, from which reasons for this intention-behaviour gap are listed. Through this, the importance of security, trust, platform control, personal relations, accessibility, and convenience is emphasized further, and the influence of digitalization in this regard is acknowledged. Finally, it is concluded that some characteristics of the modern consumer such as digital skills and social consumption habits are beneficial to the sharing economy, whereas others such as their scepticism and access to information could be problematic. Therefore, it is suggested that digital trust should be explored further in future to develop sustainable solutions to meet the concerns of sharing economy participants.