From User to Provider: Switching Over in the Collaborative Economy

Myriam Ertz, Jonathan Deschênes and Emine Sarigöllü
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Myriam Ertz: LaboNFC, Department of Economics and Administrative sciences, University of Quebec, Saguenay, QC G7H 2B1, Canada
Jonathan Deschênes: Department of Marketing, HEC Montreal, Montreal, QC H3T 2A7, Canada
Emine Sarigöllü: LaboNFC, Desautels Faculty of Management, McGill University, Montreal, QC H3A 1G5, Canada

Sustainability, 2021, vol. 13, issue 10, 1-21

Abstract: The collaborative economy comprises resource circulation systems where consumers can act as both obtainers and providers of products and services. Despite considerable research on collaborative economies, there is a dearth of understanding of how individuals switch from being an obtainer to a provider. We address this void in the literature. The objective of this paper is to conceptually introduce and empirically substantiate the switchover concept, which occurs when an individual switches from a user role to a provider one—drawing on 31 in-depth semi-structured interviews with collaborative economy obtainers. The findings suggest that personal values, learning experience, social benefits, mutuality, and peer influence drive obtainers to become providers. In contrast, distrusting strangers, a sense of intimacy, a lack of resources to share, and a lack of skills inhibit the switchover process. Our findings contextualize the drivers and inhibitors idiosyncratically to convert obtainers into providers, offer important implications for managers, contribute to the collaborative economy and sharing economy literature and suggest compelling avenues for future research.

Keywords: collaborative economy; sharing economy; switchover; obtainer; provider; values; learning; mutuality; exploratory research (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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