Marketing setting up peer-to-peer electronic platforms to overcome generational barriers to participation in the sharing economy

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F24%3A00012534" target="_blank" >RIV/46747885:24310/24:00012534 - isvavai.cz</a>

Výsledek na webu

<a href="https://link.springer.com/article/10.1007/s10660-024-09898-3" target="_blank" >https://link.springer.com/article/10.1007/s10660-024-09898-3</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/s10660-024-09898-3" target="_blank" >10.1007/s10660-024-09898-3</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Marketing setting up peer-to-peer electronic platforms to overcome generational barriers to participation in the sharing economy

Popis výsledku v původním jazyce

The sharing economy offers potential economic, social, and environmental benefits, yet participation is not universal. Our research, based on a survey of 873 individuals across three generations in the Czech Republic, investigates the barriers that limit engagement and how these vary across different generations. We examine supply and demand side barriers, identifying four key components on each side (Principal Component Analysis). On the supply side, these include user uncertainty, personal uncertainty, uncertainty from lack of information, and uncertainty from the platform. On the demand side, we identified user uncertainty, personal uncertainty, uncertainty from perceived value, and uncertainty from operational risks. Our findings reveal significant generational differences concerning these barriers. On the supply side, the first three components show statistically significant differences between generations. On the demand side, we found substantial differences for the second and fourth components. The implications of our research suggest that peer-to-peer platforms could benefit from employing generational marketing strategies to address these barriers, thereby increasing their e-commerce volume.

Název v anglickém jazyce

Marketing setting up peer-to-peer electronic platforms to overcome generational barriers to participation in the sharing economy

Popis výsledku anglicky

The sharing economy offers potential economic, social, and environmental benefits, yet participation is not universal. Our research, based on a survey of 873 individuals across three generations in the Czech Republic, investigates the barriers that limit engagement and how these vary across different generations. We examine supply and demand side barriers, identifying four key components on each side (Principal Component Analysis). On the supply side, these include user uncertainty, personal uncertainty, uncertainty from lack of information, and uncertainty from the platform. On the demand side, we identified user uncertainty, personal uncertainty, uncertainty from perceived value, and uncertainty from operational risks. Our findings reveal significant generational differences concerning these barriers. On the supply side, the first three components show statistically significant differences between generations. On the demand side, we found substantial differences for the second and fourth components. The implications of our research suggest that peer-to-peer platforms could benefit from employing generational marketing strategies to address these barriers, thereby increasing their e-commerce volume.

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

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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

Electronic Commerce Research

ISSN

1389-5753

e-ISSN

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Svazek periodika

2024

Číslo periodika v rámci svazku

Issue 4

Stát vydavatele periodika

NL - Nizozemsko

Počet stran výsledku

16

Strana od-do

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Kód UT WoS článku

001325700500001

EID výsledku v databázi Scopus

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