Articlehybrid2023

Do prosumers behave differently from other consumers on collaborative consumption platforms?

Carlo Giglio · Alina Irina Popescu · Saverino Verteramo

22 citations0/0 files storedManagement Decision

No readable copy stored yet — this record is metadata only.

Sharing Economy and Platforms Service and Product Innovation Digital Platforms and Economics

Abstract

Purpose This paper aims at understanding the differences between user profiles in collaborative consumption (CC) platforms in order to improve their management approaches and set up customized strategies. Particularly, the authors investigate the emerging role of prosumers and their influence on the active participation and growth of CC platforms. Moreover, the authors study user experience to help promoting users' recommendation and offering intention. Design/methodology/approach The sample includes responses from 6,388 users of CC platforms across the EU. The data were collected through the European Commission's Flash Eurobarometer survey 467 and analyzed through a partial least squares structural equation modeling (PLS-SEM) and a fuzzy set qualitative comparative analysis (fsQCA). Findings The PLS-SEM findings suggest that prosumers are more likely than consumers to recommend and offer services through CC platforms. Furthermore, previous experience using platforms positively affects the switch from consumers to prosumers. The fsQCA suggests that only economic advantages affect the switchover decision. Research limitations/implications This study deepens the hitherto unexplored prosumer role in CC platforms and its antecedents and drivers. Practical implications The main limitations concern the generalizability outside of the EU, the unbalanced coverage of sectors and the number of moderator variables. Social implications Prosumers act as golden actors because they contribute to enlarge both the customer base (through recommendations) and the provider base (through offering intention). Hence, managers should focus on prosumers' experiences to increase the critical mass and positive externalities of CC platforms. Originality/value This study helps understand the importance of the role of prosumers in the growth of CC platforms. The study provides more robust results through a cross-country and mixed-method research.

Citations in this library

Stored only when both papers are in the corpus — 22 citations exist upstream.

References

2018When to use and how to report the results of PLS-SEM 2015The sharing economy: Why people participate in collaborative consumption 2013You are what you can access: Sharing and collaborative consumption online 2010Production, Consumption, Prosumption 2013Moving beyond multiple regression analysis to algorithms: Calling for adoption of a paradigm shift from symmetric to asymmetric thinking in data analysis and crafting theory 2012Goodness-of-fit indices for partial least squares path modeling 2006Set Relations in Social Research: Evaluating Their Consistency and Coverage 2019Rethinking some of the rethinking of partial least squares

Cited by

2024Integrating circular economy principles into a modified theory of Planned Behaviour: Exploring customer intentions and experiences with collaborative consumption on Airbnb 2024Human capital and micro-business performance: the effective roles of bricolage and technology adoption in times of crises 2024Digitalisation and sustainability: their role in corporate social responsibility through innovation

Imported from OpenAlex (CC0) — nothing here is generated.