The Stranger Factor: How Familiarity Influences Sharing Behavior across Generations

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

The Stranger Factor: How Familiarity Influences Sharing Behavior across Generations

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

The Stranger Factor: How Familiarity Influences Sharing Behavior across Generations

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název periodika

Central European Business Review

ISSN

1805-4862

e-ISSN

—

Svazek periodika

2024

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

25

Strana od-do

49-73

Kód UT WoS článku

001304414700003

EID výsledku v databázi Scopus

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