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Is sharing really (car)ing? A quantitative study on the perceived benefits of access-based consumption

Hanssen, Hans Kristian; Fjørtoft, Simen
Master thesis
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URI
http://hdl.handle.net/11250/2485960
Date
2017
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  • Master of Science [1525]
Abstract
Changes in the perception of ownership are at the core of the sharing

economy, which size is now estimated to be $15 billion dollars. Consumers

have realized that buying access to products for limited time periods can

provide the same benefits as buying the product. Access-based consumption

deprives consumers of maintenances cost and other burdens economic of

ownership. Over 250 sharing economy services enable consumers to rent,

share, donate, lend, or purchase goods from fellow consumers or corporate

entities.

Previous studies on access-based consumption have focused on the

antecedents for participation in sharing and rental services. The purpose of

this thesis was to gain a greater understanding of consumer attitudes towards

access-based consumption. We wanted to investigate if the perceived

benefits from participation in sharing services, where consumers buy access

to goods from their peers, differ from those of rental services, which take

place in a business-to-consumer setting.

Using a quantitative between-subject design, we discovered large

differences in attitudes towards rental and sharing services. While

participation in sharing services is perceived to have economic,

environmental, and social benefits, participation in rental services is only

perceived to have social benefits. We also found differences in the

perceived social benefits of the two services. Sharing services were

perceived to create more social interaction and new friendships. In contrast,

the greatest social benefit of participation in rental services was a sense of

unity among the members. Additionally, our study found that sharing could

be regarded as an enjoyable experience, rather than just another as a form

of consumption
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Publisher
BI Norwegian Business School

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