An Examination of Generational Differences in the Sharing Economy: Understanding the Motivations of Idle Asset Owners and Their Impact on Peer-to-Peer Platform Management

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F24%3A00012841" target="_blank" >RIV/46747885:24310/24:00012841 - isvavai.cz</a>

Result on the web

<a href="https://sciendo.com/article/10.2478/orga-2024-0023" target="_blank" >https://sciendo.com/article/10.2478/orga-2024-0023</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.2478/orga-2024-0023" target="_blank" >10.2478/orga-2024-0023</a>

Result language

angličtina

Original language name

An Examination of Generational Differences in the Sharing Economy: Understanding the Motivations of Idle Asset Owners and Their Impact on Peer-to-Peer Platform Management

Original language description

This research examines the dynamics of sharing idle assets on peer-to-peer (P2P) platforms within the sharing economy, focusing on understanding the motivational factors that influence asset owners across generations. Platforms that know what motivates asset owners to enter the sharing economy can more effectively set up and manage marketing communications and gain a competitive advantage. A mixed-methods approach has been adopted, which includes both quantitative and qualitative data collection and analysis. The analytical tools used include descriptive statistics, Kruskal-Wallis test, PCA and Welch ANOVA. We identified four motivation factors. We found out that supply-side generational marketing is appropriate to use if the marketing message targets opportunistic factors (completely new) or social factors; for user-related and social factors, generational marketing is unnecessary, i.e., P2P platforms do not need to distinguish the segment they are targeting with the marketing communication. Conclusion This research reveals how generational differences impact motivations to participate in the sharing economy, aiding P2P platform management. It offers a novel, comparative analysis of generational motivators, enriching sharing economy literature and providing practical insights for targeting different generations effectively. Understanding the motivations of idle asset owners is key to managing the business of P2P platforms.

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

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2024

Confidentiality

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

Name of the periodical

Organizacija

ISSN

1318-5454

e-ISSN

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Volume of the periodical

2024

Issue of the periodical within the volume

4

Country of publishing house

PL - POLAND

Number of pages

14

Pages from-to

319-332

UT code for WoS article

001375572400002

EID of the result in the Scopus database

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