Marketing Perspectives on Supply and Demand in the Sharing Economy: Who Are the Target Generations?

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F23%3A00010273" target="_blank" >RIV/46747885:24310/23:00010273 - isvavai.cz</a>

Result on the web

<a href="http://cebr.vse.cz/doi/10.18267/j.cebr.327.pdf" target="_blank" >http://cebr.vse.cz/doi/10.18267/j.cebr.327.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.18267/j.cebr.327" target="_blank" >10.18267/j.cebr.327</a>

Result language

angličtina

Original language name

Marketing Perspectives on Supply and Demand in the Sharing Economy: Who Are the Target Generations?

Original language description

The sharing economy is an interesting socio-economic system that has been studied by many researchers worldwide. It is an area that will affect the patterns of behaviour, processes, and thinking experienced in various fields. The sharing economy is specific in that some people who have an asset they do not fully use may be willing to share it with consumers who do not have the asset but need it for a specific reason but are unable to or do not want to buy it. Platforms operating in the sharing economy need to know whom to target with their marketing strategy to spend marketing costs effectively. We used cluster analysis, chi-square test, Kruskal-Wallis test, and descriptive analysis of data collected from 684 respondents across Generations X, Y, and Z within the Czech Republic. We identified who constitutes the general supply and demand of unused assets. While the willingness to supply prevails among Generation Y, the willingness to demand prevails among Generation Z. For Generation X, the willingness to supply and the willingness to demand are almost equal. Using cluster analysis, we defined three basic groups of participants in the sharing economy: double-sided active participants, one-sided active participants, and inactive participants. We summarise new findings not only from a theoretical but also from a practical perspective.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Central European Business Review

ISSN

1805-4854

e-ISSN

—

Volume of the periodical

2023

Issue of the periodical within the volume

3

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

22

Pages from-to

81-101

UT code for WoS article

001036933700004

EID of the result in the Scopus database

2-s2.0-85166096874