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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

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

Organizacija

ISSN

1318-5454

e-ISSN

—

Svazek periodika

2024

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

14

Strana od-do

319-332

Kód UT WoS článku

001375572400002

EID výsledku v databázi Scopus

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