The Stranger Factor: How Familiarity Influences Sharing Behavior across Generations
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F24%3A00011575" target="_blank" >RIV/46747885:24310/24:00011575 - isvavai.cz</a>
Result on the web
<a href="https://cebr.vse.cz/corproof.php?tartkey=cbr-000000-0661" target="_blank" >https://cebr.vse.cz/corproof.php?tartkey=cbr-000000-0661</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.18267/j.cebr.353" target="_blank" >10.18267/j.cebr.353</a>
Alternative languages
Result language
angličtina
Original language name
The Stranger Factor: How Familiarity Influences Sharing Behavior across Generations
Original language description
In the sharing economy, P2P platforms must identify the target audience for their marketing campaigns to spend their marketing budget effectively. The challenge is to convince those who are afraid of sharing with strangers. We analysed participant behaviour by testing whether people‘s willingness to participate differed depending on whether they shared with known or unknown people. Our study focused not only on sharing with strangers and exploring this phenomenon but also on sharing with people we know to verify that these people are generally willing to share idle assets. We defined four groups of sharing economy participants depending on whether they know the counterparty: (1) Active participants afraid of sharing with strangers, (2) Active participants indifferent, (3) Active participants prefer to share with strangers, and (4) Inactive participants. Generation Z will most likely supply their idle assets with strangers, while Generation Y does not mind who they share with. Generation X prefers to share with strangers but is also the most inactive. The demand side is more complicated: Generation Z does not care who they demand from, but other generations’ preferences depend on the asset type. Again, Generation X is the most inactive. We assumed that a generational perspective is essential for P2P marketing mix settings. 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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Classification
Type
J<sub>imp</sub> - 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
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Central European Business Review
ISSN
1805-4862
e-ISSN
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Volume of the periodical
2024
Issue of the periodical within the volume
3
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
25
Pages from-to
49-73
UT code for WoS article
001304414700003
EID of the result in the Scopus database
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