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Is it time to share?: a qualitative study of consumers’ attitudes and engagement on platforms in the sharing economy
Kristianstad University, Faculty of Business.
Kristianstad University, Faculty of Business.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The sharing economy is a fast-growing movement where consumers share and exchange underutilised goods and services on digital platforms. Today, these sharing platforms are being dominated by millennials due to their inherent digital mindset and awareness of global issues. As a result of this movement, consumer attitudes and engagement are important to study as it helps us understand, influence and respond to the needs of consumers. To this end, the purpose of this paper is to further explore this concept of the sharing economy and to examine consumer attitudes and engagement towards sharing platforms.

The research conducted in this study was exploratory and an abductive approach was used. Qualitative data was collected through five focus groups to understand different attitudes and perspectives in relation to sharing platforms. Results indicated that attitudes are generated differently among millennials due to various demographic and cultural differences. The study contributes with a revised attitude model and provides insights for businesses and entrepreneurs who seek to engage on sharing platforms.

This research study provides new insights to the field of the sharing economy as no previous research, to the best of our knowledge, has been conducted on millennials’ attitudes and engagement. For future studies on the topic, we emphasise the importance to choose one or similar platforms and to distinguish the types of millennials so that a more targeted analysis can be conducted. 

Place, publisher, year, edition, pages
2018. , p. 44
Keywords [en]
Sharing economy, sharing platforms, consumer behaviour, consumption, attitudes, engagement
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-18260OAI: oai:DiVA.org:hkr-18260DiVA, id: diva2:1222605
Subject / course
International business and marketing
Educational program
Degree of Bachelor of Science in Business and Economics
Supervisors
Examiners
Available from: 2018-06-28 Created: 2018-06-21 Last updated: 2018-06-28Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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