Consumer Behavior in the Sharing Economy - Adoption, Engagement, and Post-Usage Dynamics

The book examines the essential aspects of consumer behavior within the sharing economy. This thorough analysis covers the pre-adoption, active usage, and post-adoption phases, offering a comprehensive view of the consumer journey. The research is based on an extensive literature review, highlighting key elements and emphasizing the consumer perspective through original quantitative and qualitative studies across various industries.
Researchers will find the theoretical advancements and cutting-edge insights invaluable. Platform managers will gain a deeper understanding of consumer behavior, enabling them to refine strategies throughout the purchasing process. Marketing professors can use this book as a primary textbook or supplementary reading for their courses. Key topics include the drivers of adoption, trust issues, satisfaction, and user retention, along with theoretical frameworks that uniquely define the phenomenon of the sharing economy and the specificities of consumer behavior within this domain.

List of contents

1. Introduction.- 2. Framing the scope of the research. Definitions and boundaries of the sharing economy.- 3. To share or not to share? Approaching the sharing economy.- 4. 'Happily ever after' The post-purchase behaviour of sharing economy consumers.

About the author

Cecilia Grieco is an Associate Professor of Management at Sapienza University of Rome (Italy), where she teaches Market-Driven Management and Strategic Marketing. Her research focuses on the sharing economy from both platform and consumer perspectives. Her interests also include business model innovation, impact assessment, and inclusive marketing.

Product details

• Authors: Cecilia Grieco
• Publisher: Springer, Berlin
• Languages: English
• Product format: Hardback
• Released: 05.01.2025
• EAN: 9783031762789
• ISBN: 978-3-0-3176278-9
• No. of pages: 101
• Dimensions: 155 mm x 10 mm x 235 mm
• Weight: 286 g
• Illustrations: X, 101 p. 32 illus., 28 illus. in color.
• Series: Contributions to Management Science
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, Nachhaltigkeit, Soziologie, Umwelt, Sustainability, Sozialwesen und soziale Dienste, Öffentlicher Dienst und öffentlicher Sektor, Social Marketing, Environmental Social Sciences, social economy, The sharing shame paradox, Sharing economy ecosystem, Second-hand markets, Platform management, Pro-environmental awareness, Mobility industry, The sharing continuum