Abstract

http://ssrn.com/abstract=2271971
 


 



The Sharing Economy: Why People Participate in Collaborative Consumption


Juho Hamari


University of Tampere - Game Research Lab; Aalto University - Helsinki Institute for Information Technology HIIT

Mimmi Sjöklint


Copenhagen Business School

Antti Ukkonen


Helsinki Institute for Information Technology

2015

Hamari, J., Sjöklint, M., & Ukkonen, A. The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology (Forthcoming, 2015).

Abstract:     
During last years, ICTs have enabled the rise of the so-called “collaborative consumption” (CC) – a form of consumption where people share goods and services online. CC has been expected to alleviate societal problems such as hyper-consumption, pollution, and poverty by lowering cost of economic coordination within communities. However, beyond anecdotal evidence, there is a dearth of understanding why people participate in CC. Therefore, in this paper we investigate people’s motivations to participate in CC. The study employs survey data (N=168) gathered from people registered into a collaborative consumption site. The results show that participation in collaborative consumption is motivated by many factors such as its sustainability, enjoyment of the activity as well as economic gains. An interesting detail in the result is that sustainability is not directly associated with participation unless it at the same time is also associated with positive attitudes towards CC. This suggests that sustainability might only be an important factor for those people for whom ecological consumption is important. Furthermore, the results suggest that in CC an attitude-behavior gap might loom; people perceive the activity positively and say good things about it, but this good attitude does not necessary translate into action.

Number of Pages in PDF File: 28

Keywords: collaborative consumption; sharing economy; social commerce; sharing; intrinsic motivation; extrinsic motivation; sustainability; ecological consumption; self-determination theory; hedonic consumption


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Date posted: May 31, 2013 ; Last revised: April 15, 2015

Suggested Citation

Hamari, Juho and Sjöklint, Mimmi and Ukkonen, Antti, The Sharing Economy: Why People Participate in Collaborative Consumption (2015). Hamari, J., Sjöklint, M., & Ukkonen, A. The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology (Forthcoming, 2015). . Available at SSRN: http://ssrn.com/abstract=2271971 or http://dx.doi.org/10.2139/ssrn.2271971

Contact Information

Juho Hamari (Contact Author)
University of Tampere - Game Research Lab ( email )
Tampere
Finland
Aalto University - Helsinki Institute for Information Technology HIIT ( email )
Helsinki
Finland
Mimmi Sjöklint
Copenhagen Business School ( email )
Solbjerg Plads 3
Frederiksberg C, DK - 2000
Denmark
Antti Ukkonen
Helsinki Institute for Information Technology ( email )
Helsinki 00180
Finland
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