The Motivations to Engage in Sharing Economy: A Case Study of Uber Morocco

Abstract

Recently, there have been substantial changes in the way people consume, with the emergence of new collaborative business models that are flourishing globally. The success of these models has been attributed to numerous simultaneous societal changes. Financial crises have encouraged people to search for other means of consumption. Also, significant technological advances have led to the Internet to become prevalent, thus making technologies a crucial aspect of life. As such, collaborative consumption can no longer be considered a hype as it has undoubtedly become an international phenomenon. The discrepancy between the real world and existing research, especially in Morocco, warranted this thesis to try to contribute to the existing discourse. In addition, numerous studies have been done on the sharing economy topic, but only a few of them have been done on Morocco’s Uber sharing economy. More importantly, only few of them have explored the motivations of this sharing economy in Morocco. This study sought to enhance understanding by deeply exploring this phenomenon. To achieve this, a qualitative study was conducted through 160 interviews of Uber drivers in Morocco. The study established that there is lack of clear understanding among Uber drivers as providers about the meaning of collaborative consumption and sharing economy concepts. The study also established that three major motivators influenced them to take part in the sharing economy. Implications for future research are provided along with the limitations of the study.

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