engleski

TURNING CONSUMERS INTO PROVIDERS IN SHARING ECONOMY: EXPLORING THE IMPACT OF DEMOGRAPHICS AND MOTIVES

The sharing economy is an emerging industry and has potential for ensuring sustainable economic growth since it is based on underused resources. The aim of this study is twofold. Firstly, it explores the impact of demographic characteristics on sharing economy consumers to become providers. Secondly, it models the impact of motives: financial benefit, fun, meeting people and social responsibility for consumers in the sharing economy to turn them into providers. The empirical results show that men and individuals younger than 35 years are more likely to participate in sharing economy as providers. Consumers who are more driven by altruistic motives and less by financial benefits are more likely to offer their services as providers. This research can be useful to policy makers and managers in exploring the opportunities of supporting broader participation in offering services as providers in the sharing economy.

sharing economy ; collaborative consumption ; motives ; binary logistic regression

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