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The study of multidimensional collaborative consumption utility

Badanie wielowymiarowości użyteczności konsumpcji kolaboratywnej

The limited amount of research on collaborative consumption and its' different results suggest that the individual motivations for consumers' engagement are likely to be more complex and quite dissimilar to the motivation for participation in other social sharing initiatives. Except few studies on local community or environmental benefits, key motivators generating perceived utility for participants engaging in collaborative consumption were mostly connected with intrinsic benefits. In fact, researchers suggest that drivers for collaborative consumption seem to be broad and wideranging, from individual to social or even political ones. This study is a quantitative research on the influence of foregoing factors as components of perceived utility on collaborative consumption propensity.

Ograniczona liczba opracowań na temat konsumpcji kolaboratywnej, a także odmienne wyniki badań sugerują, że motywacja indywidualna uczestnictwa w zjawisku może być bardziej skomplikowana i różna od motywacji uczestnictwa w innych przejawach współdzielenia. Poza kilkoma badaniami odnoszącymi się do korzyści lokalnych społeczności i korzyści środowiskowych główne motywy postrzeganej użyteczności zjawiska dotyczyły przede wszystkim korzyści indywidualnych. Tym niemniej dostępne opracowania sugerują, że uwarunkowania uczestnictwa w konsumpcji kolaboratywnej mogą przyjmować znacznie szerszy zasięg, obejmując czynniki indywidualne, społeczne, a nawet polityczne. W niniejszym artykule autorzy, w oparciu o badania ilościowe, podejmują próbę określenia zależności pomiędzy tymi czynnikami a postrzeganą użytecznością konsumpcji kolaboratywnej.

Słowa kluczowe: collaborative consumption; sharing economy; utility



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Cena artykułu
Marketing i Rynek nr 8/2020
Wersja elektroniczna
744.00 zł
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