How to Support P2P Business in the Sharing Economy: Understand Generational Differences in Customer Motivations in Driving Demand for Idle Assets

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F24%3A00011692" target="_blank" >RIV/46747885:24310/24:00011692 - isvavai.cz</a>

Výsledek na webu

<a href="https://doi.org/10.17818/EMIP/2024/2.7" target="_blank" >https://doi.org/10.17818/EMIP/2024/2.7</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.17818/emip/2024/2.7" target="_blank" >10.17818/emip/2024/2.7</a>

Jazyk výsledku

angličtina

Název v původním jazyce

How to Support P2P Business in the Sharing Economy: Understand Generational Differences in Customer Motivations in Driving Demand for Idle Assets

Popis výsledku v původním jazyce

This study explores the potential of generational segmentation as a strategy for enhancing the efficiency of peer-to-peer (P2P) platforms within the sharing economy. It focuses on how marketing messages can be tailored to stimulate demand across different generations (Generation X, Y, and Z) for idle assets within this economy. A mixed approach combining quantitative and qualitative data collection and analysis was used. Data collection was conducted in two phases. The first phase, involved the collection of qualitative data. For this purpose, exploratory research using the focus group method was used. The second phase involved quantitative data collection using an online questionnaire. To obtain responses from respondents of different generations, snowball sampling was used. Descriptive statistics, Kruskal-Wallis test, PCA and Welch ANOVA were used for data analysis. This research identified two significant motivational factors (opportunistic/user and social) and discovered generational differences in these motivations. These findings suggest that P2P platforms can leverage generational segmentation to refine their marketing communications, thereby gaining a competitive advantage and supporting business growth. It delves into theimplications of these results for customer acquisition and retention strategies within the sharing economy, offering insights that could bolster the performance of P2P businesses. By harnessing the power of generational segmentation, P2P platforms can enhance their marketing effectiveness, stimulate the growth of the sharing economy, and contribute to sustainability.

Název v anglickém jazyce

How to Support P2P Business in the Sharing Economy: Understand Generational Differences in Customer Motivations in Driving Demand for Idle Assets

Popis výsledku anglicky

This study explores the potential of generational segmentation as a strategy for enhancing the efficiency of peer-to-peer (P2P) platforms within the sharing economy. It focuses on how marketing messages can be tailored to stimulate demand across different generations (Generation X, Y, and Z) for idle assets within this economy. A mixed approach combining quantitative and qualitative data collection and analysis was used. Data collection was conducted in two phases. The first phase, involved the collection of qualitative data. For this purpose, exploratory research using the focus group method was used. The second phase involved quantitative data collection using an online questionnaire. To obtain responses from respondents of different generations, snowball sampling was used. Descriptive statistics, Kruskal-Wallis test, PCA and Welch ANOVA were used for data analysis. This research identified two significant motivational factors (opportunistic/user and social) and discovered generational differences in these motivations. These findings suggest that P2P platforms can leverage generational segmentation to refine their marketing communications, thereby gaining a competitive advantage and supporting business growth. It delves into theimplications of these results for customer acquisition and retention strategies within the sharing economy, offering insights that could bolster the performance of P2P businesses. By harnessing the power of generational segmentation, P2P platforms can enhance their marketing effectiveness, stimulate the growth of the sharing economy, and contribute to sustainability.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50201 - Economic Theory

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

Ekonomska Misao i Praksa

ISSN

1330-1039

e-ISSN

—

Svazek periodika

33

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

HR - Chorvatská republika

Počet stran výsledku

18

Strana od-do

483-500

Kód UT WoS článku

001409236600007

EID výsledku v databázi Scopus

2-s2.0-85211782777