Exploring different types of sharing: A proposed segmentation of the market for “sharing” businesses
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Publication date
2015
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01A - Journal article
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Parent work
Psychology & Marketing
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Volume
32
Issue / Number
9
Pages / Duration
891-906
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Publisher / Publishing institution
Wiley
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Abstract
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.
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Subject (DDC)
150 - Psychologie
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ISBN
ISSN
0742-6046
1520-6793
1520-6793
Language
English
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No
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Publication status
Published
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Citation
HELLWIG, Katharina, Felicitas MORHART, Florent GIRARDIN und Mirjam HAUSER, 2015. Exploring different types of sharing: A proposed segmentation of the market for “sharing” businesses. Psychology & Marketing. 2015. Bd. 32, Nr. 9, S. 891–906. DOI 10.1002/mar.20825. Verfügbar unter: https://irf.fhnw.ch/handle/11654/39086