2021-10, Schaffner, Dorothea, Hauser, Mirjam, Studer, Nora, Brüngger, Jonas, Langenauer, Fredy

Die Studie zeigt: Digitale Informationsangebote für die Reiseplanung und Durchführung haben die höchste Kundenpräferenz. Bei der Nutzung digitaler Services stehen Datenschutzbedenken im Hintergrund – eine Lenkung hinsichtlich des «besten» Reiseweges ist teilweise sogar erwünscht. Das Interesse an autonomen On-Demand Shuttles ist noch verhalten, hat aber für bestimmte Zielgruppen wie Autofahrer Potential – hier wird es auf die Ausgestaltung und Kommunikation ankommen.

2017, Fernow, Hannes, Hauser, Mirjam, Huber, Björn

2015, Hauser, Mirjam, Tenger, Daniela

2013, Hauser, Mirjam, Jonas, Klaus, GDI Gottlieb Duttweiler Institute, MGB Migros Genossenschaftsbund

2021, Hauser, Mirjam, Fernow Hannes

2015, Frick, Karin, Höchli, Bettina, Hauser, Mirjam

2015, Hellwig, Katharina, Morhart, Felicitas, Girardin, Florent, Hauser, Mirjam

Sharing instead of buying is regaining traction among today's consumers. This study aims at identifying segments of sharing consumers to unearth potentially viable clusters of a consumer behavior that is a market of growing economic relevance. By means of a qualitative study and a survey with a roughly representative sample of 1121 Swiss‐German and German consumers, a set of trait‐related, motivational, and perceived socioeconomic variables is identified that can be used to group individuals into segments that differ with regard to their approach to sharing. A cluster analysis based on these variables suggests four potential clusters of sharing consumers—sharing idealists, sharing opponents, sharing pragmatists, and sharing normatives. Two sets of testable propositions are derived that can guide further research in this domain and pave the way to a more targeted approach to the growing market of “sharing” businesses.

2020, Hannes, Fernow, Hauser, Mirjam, Björn, Huber

2015, Hauser, Mirjam, Bosshart, David, Höchli, Bettina, Borek, Jaël, Muller, Christopher

2013, Hauser, Mirjam, Tenger, Daniela