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Like a rolling stone? Investigating consumption values and the spillover effect of peer-to-peer sharing

2017; Inderscience Publishers; Volume: 9; Issue: 4 Linguagem: Inglês

10.1504/ijbe.2017.10013401

1740-0597

Martin P. Fritze,

Digital Marketing and Social Media

The purpose of this paper is to empirically investigate the adoption of peer-to-peer (p2p)-sharing services consumption. First, the relative importance of economic, social, and environmental consumption values and value propositions for p2p-sharing participation are examined. Second, this study explores the spillover effect of p2p-sharing services consumption, which refers to the emergence of a coherent consumption schema derived from a single-domain application to the adoption of p2p-sharing services consumption in various domains. The comprehensive quantitative investigations draw on four large-scale field studies conducted amongst over five thousand respondents in total, which included users and nonusers of p2p-sharing in a range of domains. The results show the varying importance of consumption values for motivations to participate in p2p-sharing and indicate that single-domain p2p-sharing participation induces a spillover effect towards multi-domain usage. The findings will assist practitioners, policy makers, and academic researchers in determining what drives p2p-sharing and how the mass adoption of this mode of consumption can be promoted more efficiently.