When do materialistic consumers join commercial sharing systems

Payam Akbar, Robert Mai and Stefan Hoffmann

Journal of Business Research, 2016, vol. 69, issue 10, 4215-4224

Abstract: Commercial sharing systems (CSS) evolve to a relevant business concept that provides access to product benefits without ownership. A series of three studies delivers new knowledge on how to target consumers who still refrain from sharing to widen the market potential of CSS. Study 1 demonstrates that materialism's sub-dimension possessiveness is the dominant inhibitor of sharing. Study 2 then confirms that this negative impact of materialism diminishes with elevating levels of the desire for unique consumer products. Study 3 reveals that this interaction effect is further qualified by the ownership of a product if the product category has a strong product-need-fit. This research outlines implications of how marketers can design CSS so that they are also attractive to the critical target segment of materialistic consumers.

Keywords: Sharing; Materialism; Uniqueness; Ownership; Access; Share economy (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (50)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:10:p:4215-4224

DOI: 10.1016/j.jbusres.2016.03.003

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