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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název periodika

Central European Business Review

ISSN

1805-4854

e-ISSN

—

Svazek periodika

2023

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

22

Strana od-do

81-101

Kód UT WoS článku

001036933700004

EID výsledku v databázi Scopus

2-s2.0-85166096874