Creating customer value in the sharing economy: an investigation of Airbnb users and their tripographic characteristics

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kevin Kam Fung So ◽  
Hyunsu Kim ◽  
Somang Min
Keyword(s):  
Customer Value ◽  
Sharing Economy ◽  
Social Value ◽  
Moderating Effects ◽  
Content Type ◽  
Differential Effects ◽  
Study Approach ◽  
Value Perceptions ◽  
Two Samples ◽  
Customer Values

Purpose This paper aims to investigate the roles of different types of customer value in influencing in customer evaluations of Airbnb. In particular, this study empirically tests the roles of four value dimensions in shaping existing Airbnb users’ attitudes and future behavioral intentions along with the effects of tripographic characteristics on users’ post-purchase evaluative judgments. Design/methodology/approach This study adopted a multi-study approach to test the hypotheses. In Study 1, theoretical relationships between constructs were proposed and empirically analyzed; and in Study 2, a different sample was used to validate the hypothesized model and enhance the external validity of the findings. After completing both studies, the two samples were combined to test for the moderating effects of several key tripographic factors among Airbnb users. Findings This study found that price value, emotional value, quality value and social value were critical factors exerting differential effects on customers’ evaluations of Airbnb. Further analysis of group differences revealed that Airbnb customers’ value perceptions differed significantly depending on the length of stay, group size and number of previous trips. The number of previous trips also had a significant moderating effect on the relationship between social value and attitudes. Research limitations/implications The findings of this study contribute to the literature on Airbnb by presenting a comprehensive assessment of the differential effects of value components in evaluating Airbnb experiences with the consideration of tripographic characteristics. While supporting the importance of emotional, social, quality and price value to Airbnb guests, the results also show that Airbnb seems to appeal particularly to visitors who stay longer, travel with large groups and have used the platform several times in the past. Originality/value The findings of this study provide important insight into which customer values contribute to users’ attitudes and consequent favorable behaviors. More importantly, this study emphasized the importance of understanding the moderating effects of tripographic characteristics in the relationships between customer values and existing users’ evaluative judgment of Airbnb experiences.

Sustainable recovery for digital entrepreneurs with shared resources: enablers, challenges and solutions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ajay Jha ◽  
Rohit Sindhwani ◽  
Ashish Dwivedi ◽  
Venkataramanaiah Saddikuti
Keyword(s):  
Decision Support Tool ◽  
Emerging Economy ◽  
Sharing Economy ◽  
Shared Resources ◽  
Content Type ◽  
Support Tool ◽  
Study Approach ◽  
Criteria Weights ◽  
Topsis Technique ◽  
Sustainable Recovery

Purpose The purpose of this study is to identify important criteria for sustainable recovery of digital entrepreneurship from distress situation using shared resources. During pandemic disruption, the importance of sharing economy in managing business efficiency is reflected through this research. Design/methodology/approach The present study advances the knowledge on shared resources in business by integrating case study approach with multi criteria decision-making (MCDM) model. A fuzzy analytic hierarchy process approach is adopted to compute criteria weights, and a fuzzy technique for order performance by similarity to ideal solution (TOPSIS) technique is used to rank the sharing economy entrepreneurial ventures during COVID-19 pandemic in the context of emerging economy. Findings The present study identified five most important enablers (technological innovation, technology expertise, convergence of virtual and physical spaces, collaboration rather than competition, and benefits to underserved groups through transparency) for sustainable recovery of sharing economy ventures in emerging economy. For example, the study highlights online tutoring through shared intellect as the most sought after sharing economy venture during pandemic disruption, which fulfills the identified enablers. Practical implications The proposed framework provides an accurate decision support tool to rank the various identified potential enablers of sharing economy during disruptions. Further, the approach is practically relevant to sharing economy entrepreneurs in selecting the best approach to recover sustainability during pandemic. Originality/value The study is unique in addressing the need of sustainability for digital ventures via sharing economy approach in emerging economy (India). To develop a conceptual framework, the present study incorporates a case based approach together with the hybrid MCDM model. Further, the extant literature on disruptions is enhanced by prioritizing the enablers for sharing economy during pandemic.

How can European museums reach sustainability?

2017 ◽  
Vol 72 (3) ◽  
pp. 303-318 ◽  
Author(s):  
Nuria Recuero Virto ◽  
Maria Francisca Blasco López ◽  
Sonia San-Martín
Keyword(s):  
Market Orientation ◽  
Customer Value ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Value For Money ◽  
Content Type ◽  
Value Perceptions ◽  
Decision Making Processes ◽  
The Impact ◽  
Practical Implications

Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums. Findings The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation. Practical implications This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes. Originality/value By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.

Sharing economy approach for the development of the organic food market in India

2020 ◽  
Vol 32 (1) ◽  
pp. 114-126
Author(s):  
Neeraj Dangi ◽  
Sapna A. Narula
Keyword(s):  
Organic Food ◽  
Sharing Economy ◽  
Farmers Markets ◽  
Health Food ◽  
Food Markets ◽  
Demand And Supply ◽  
Content Type ◽  
Study Approach ◽  
Organic Farmers ◽  
Food Market

PurposeThis paper explores the contextual relevance of sharing economy for the organic food market in an emerging economy like India.Design/methodology/approachCase study approach was used to collect empirical data from different types of organic food markets.FindingsOrganic food farmers markets compared to online and health food stores tends to facilitate sharing economy more since it helps them to build value, scale and trust. By sharing resources, skills and spaces, organic farmers markets have increased organic food availability, reduced its cost of certification and operation besides managing consumer trust. Subjective influence through social media and offline interaction reduces information asymmetry at zero marginal cost. Organic food producers/retailers can get a competitive advantage by tapping underutilized assets to create value and opportunities besides overcoming their demand and supply constraints.Originality/valueThe research offers a fresh perspective to the organic food sector, particularly in emerging economies like India. It could assist all stakeholders to overcome the current demand and supply challenges faced in organic food markets.

Whether sharing economy creates social value?

2019 ◽  
Vol 10 (3) ◽  
pp. 642-666 ◽  
Author(s):  
Miao Cui ◽  
Sitara Aziz
Keyword(s):  
Sharing Economy ◽  
Social Value ◽  
Positive Contribution ◽  
Negative Effects ◽  
Content Type ◽  
Regulatory Issues ◽  
Security Issues ◽  
Positive Effects ◽  
Quantitative Analyses ◽  
To Come

Purpose The purpose of this paper is to look at the insights of the value of the society influenced by sharing economy (SE). The study focused on both the benefits and flaws of SE by using the case of renowned SE platform “Uber” to come up with a holistic perspective of these effects from both the facets. Design/methodology/approach This study collects data from demand and supply side using interview and questionnaire. Then the grounded theory is adopted to analyze interview data and come up with six major research constructs. Further, quantitative analyses methods are applied on questionnaires to test “whether sharing economy creates social value” and to approximately estimate the extent to which sharing is economy influencing social value. Findings Findings suggested that, when only drivers were inquired about positive and negative effects of SE, positive effects were dominant. Also, when passengers were asked their opinion was also in favor of positive effects. From quantitative data analysis, the major factor significantly influencing the sustainability of the SE was “efficiency.” “Security issues and regulatory issues” were the prime negative factors, though again there was not enough statistical evidence to validate their significance. The authors hereby conclude that the positive contribution of SE is more, and it is increasing the values of the society. And the positive effects were twice significant than the negative effects. Originality/value Theoretically, the study contributes to finding both the helpful and harmful effects of SE on the values of the society. Practically, it suggests that governments should allow growth of SE under proper regulations. And car-sharing companies should focus on solving the security issues and regulatory issues.

scholarly journals Rana Plaza collapse aftermath: are CSR compliance and auditing pressures effective?

2016 ◽  
Vol 29 (4) ◽  
pp. 617-649 ◽  
Author(s):  
Noemi Sinkovics ◽  
Samia Ferdous Hoque ◽  
Rudolf R. Sinkovics
Keyword(s):  
Human Rights ◽  
Labour Force ◽  
Garment Industry ◽  
Unintended Consequences ◽  
Social Value ◽  
Content Type ◽  
Face To Face ◽  
Study Approach ◽  
Standards Compliance ◽  
Unskilled Workers

Purpose – The purpose of this paper is to investigate the intended and unintended consequences of compliance and auditing pressures in the Bangladeshi garment industry. To explore this issue the authors draw on three medium-sized suppliers. The institutional changes that followed the Rana Plaza accident in April 2013 make Bangladesh in general and the garment industry in particular an interesting and suitable research setting for standards compliance. Design/methodology/approach – The study adopts a multiple case study approach. Face-to-face interviews have been conducted with the owners of three Bangladeshi garment manufacturing firms and several workers. Additionally, organisational documents and local newspaper articles had been collected wherever possible. Findings – The results indicate that the pressure for compliance has led the case companies to prioritise the implementation of measurable standards over the socially grounded needs and priorities of workers. As a consequence certain initiatives instead of adding new social value in fact destroyed previously existing social value. Furthermore, the pressure for compliance created the necessity to find ways to cover the sizable cost of compliance. This prompted firms to pursue process upgrading through technological advancements and increased work pressures on the labour force. These initiatives led to an increased power imbalance and the exclusion of unskilled workers from the job market. Research limitations/implications – The paper contributes to the understanding of the human rights implications of compliance and auditing pressures and initiatives. Furthermore, in order to further enrich existing knowledge in the critical accounting literature, the study draws on insights from the global value chains (GVC) and international business (IB) literatures. Originality/value – The paper contributes to the understanding of the human rights implications of compliance and auditing pressures and initiatives. Furthermore, in order to further enrich existing knowledge in the critical accounting literature, the study draws on insights from the GVC and IB literatures.

Sharing towards cohesive community: the role of social capital in sharing economy

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Michael Ka Wai Lai ◽  
Amy Po Ying Ho
Keyword(s):  
Social Capital ◽  
Hong Kong ◽  
Sharing Economy ◽  
Community Based ◽  
Content Type ◽  
For Profit ◽  
Study Approach ◽  
Business To Consumer

Purpose Whilst the majority of academic studies have focused on the for-profit business-to-consumer type of sharing economy, the community-based peer-to-peer sharing economy is under-studied, particularly the role of social capital, which is essential to sharing behaviours. This paper aims to unravel the role of social capital in developing sharing communities, particularly as to how sharing can establish social capital and community building in community-based sharing economy projects. Design/methodology/approach This paper adopted a case study approach by selecting a local project in Hong Kong, which aims at achieving sharing community. A total of 10 in-depth interviews of major stakeholders were conducted, including founders, active and inactive members to explore how social capital is developed and its impacts on sharing community. Findings The research finding showed that social capital plays an important role in structural dimensions, on social ties building, cognitive and relational dimension facilitates and motivates sharing behaviour and trust, which are essential in building up a sharing community and in developing a sharing economy in Hong Kong. Originality/value This paper contributes to the current theoretical and empirical discussion that supplements the current study of the community-based sharing economy, from the perspective of social capital, in exploring how a sharing community can be developed.

Reorienting the sharing economy for social benefit: the nonprofit digital platform business model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rubén Mancha ◽  
David Nersessian ◽  
John Marthinsen
Keyword(s):  
Business Model ◽  
Free Market ◽  
Sharing Economy ◽  
Social Value ◽  
Market Forces ◽  
Negative Externalities ◽  
Content Type ◽  
Digital Platforms ◽  
Digital Platform ◽  
For Profit

Purpose Digital platforms enable the sharing economy and have become dominant business models in many industries. Despite their many benefits, negative externalities associated with the growth of for-profit digital platforms, such as Uber and Google, have ignited concerns among market participants, policymakers and society as a whole, without corrective market forces in sight. One way to address this problem is through a combination of government regulation, criminal enforcement actions and private antitrust litigation. This study aims to analyze an alternative approach, called the nonprofit digital platform (NDP), which is an emerging business model capable of unleashing free-market forces and enhancing the sharing economy’s social benefits. Design/methodology/approach This study documents the negative externalities (actual and potential) of for-profit digital platforms, uses the product attributes model to explain the market position and strategy of NDPs with respect to for-profit digital platforms and provides recommendations for the successful launch and management of NDPs. Findings An NDP is a market-based alternative to antitrust, regulation and litigation that enhances the social value created by the sharing economy, but its success requires startup-like management that attracts and retains talent, capital, effective advertising and positive network externalities. Social implications NDPs can force free-market adjustments in the industries they enter, reduce the negative spillovers of for-profit digital platforms and increase social value by incrementally raising the level of competition. Originality/value This study conceptually explores the value that nonprofits could bring to the sharing economy in fulfilling its promise and provides strategic recommendations for social-digital entrepreneurs and nonprofits.

Customer value perception of organic food: cultural differences and cross-national segments

2016 ◽  
Vol 118 (2) ◽  
pp. 396-411 ◽  
Author(s):  
Barbara Seegebarth ◽  
Stefan Henrik Behrens ◽  
Christiane Klarmann ◽  
Nadine Hennigs ◽  
Lisa Luebbehusen Scribner
Keyword(s):  
Customer Value ◽  
Organic Food ◽  
Food Products ◽  
Content Type ◽  
Value Perception ◽  
Value Perceptions ◽  
Segmentation Approach ◽  
Customer Value Perception ◽  
Cross National ◽  
National Borders

Purpose – Due to consumer concerns about food-related diseases and an increase in the use of genetically modified food, more and more “green consumers” integrate environmental considerations into daily purchases, asking for healthier, safer and higher quality food. Marketing managers still face the challenge of broadening the understanding of how and why consumers purchase organic food. Specifically, a deeper understanding of the value dimensions consumers perceive in the context of organic food products is required to develop and implement successful management strategies which might transfer positive consumer perceptions to actual buying behavior and satisfaction. The paper aims to discuss these issues. Design/methodology/approach – Drawing on theoretical and empirical insights on organic food consumption in different markets, this research investigates antecedents of organic food products and differences regarding the relative importance of the value-based drivers across two Western nations. Findings – The results from survey data indicate significant differences in the value perceptions, especially the functional and individual value perceptions, and recommendation behavior related to organic food for consumers from the USA and Germany. In addition, the segmentation approach provides evidence for consumer segments that cross-national borders: the “convinced opponents,” the “silent/private consumers,” the “prestige-seekers” and the “passionate evangelists.” Originality/value – Consequently, instead of a country-based segmentation approach, marketers should emphasize the different types of consumers across national borders in order to address the differences in customer value perception in the organic food market.

A Cross‐cultural comparison of customer value perceptions for products: consumer aspects in East Asia

2003 ◽  
Vol 10 (4) ◽  
pp. 43-60 ◽  
Author(s):  
Chih‐Wen Huang ◽  
Ai‐Ping Tai
Keyword(s):  
East Asia ◽  
Customer Value ◽  
Global Strategy ◽  
Cross Cultural ◽  
Survey Method ◽  
Basic Question ◽  
Global Marketplace ◽  
Cross Cultural Comparison ◽  
Value Perceptions ◽  
Customer Values

With increasing competition in the global marketplace, a prime and basic question for many enterprises is how to construct a global strategy for existing product mixes through standardization or localization, so as to achieve success in regional or local markets. The purpose of this paper is to investigate customer value perceptions of products, to view what variables are important to consumers, and lastly to make comparisons via a cross‐cultural study. Using the same survey method to collect data from Taipei (Taiwan), Seoul (South Korea), Shanghai (China), and Tokyo (Japan), perceived customer values of products were collected together in a List of customer values. The results yielded a wide array of both crosscultural differences and similarities in East Asia.

Share more, drive less: Millennials value perception and behavioral intent in using collaborative consumption services

2017 ◽  
Vol 34 (2) ◽  
pp. 132-146 ◽  
Author(s):  
Jiyoung Hwang ◽  
Merlyn A. Griffiths
Keyword(s):  
Structural Equation ◽  
Sharing Economy ◽  
Equation Modeling ◽  
Consumer Group ◽  
Collaborative Consumption ◽  
Consumer Innovativeness ◽  
Behavioral Intent ◽  
Content Type ◽  
Value Perceptions ◽  
Young Consumers

Purpose This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated. Design/methodology/approach Two scenario-based online studies were conducted with young consumers concerning several collaborative consumption services. Findings Using structural equation modeling, the authors found that specific dimensions of value perceptions (utilitarian, hedonic and symbolic) have differing effects on young consumers’ attitude and empathy toward collaborative consumption services. The analysis shows no moderating effects for perceived consumer effectiveness (Study 1 and Study 2) but a significant moderating effect for consumer innovativeness (Study 2). Research limitations/implications This research identifies important factors for the attitudinal and behavioral outcome of young consumers, an important consumer group for the emerging trend of collaborative consumption. Also, the role of empathy and two personal traits offer insights. Practical implications Substantively, the findings guide marketers in the sharing economy in elevating their strategic tactics and effective approaches to reach this important consumer group. Originality/value Given the paucity of research on consumer groups in this context, the current research breaks new ground by investigating value perceptions and empathy as drivers of positive reactions and moderating factors within the collaborative economy.

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