Kauppatieteellinen tiedekunta, 2014
Master's Degree Programme in International Business
This thesis tackles the issue of consumer behaviour within the collaborative economy. The aim of this study is to both clearly define the new collaborative economic phenomenon and depict consumer behaviour within this new trend especially regarding car-sharing service.
Collaborative economy appears in many marketplaces over the past few years. It is no longer a niche and it embeds a wide range of users’ motivations. Therefore Scholars have struggled with defining collaborative economy. Likewise, is tough to define consumer behaviour within this economy. As a matter of fact, consumer behaviour embodies many realities, since different marketplaces, wherein collaborative service occurred, appeal various motivations. Firstly, the theoretical part of this study precisely defines concepts tied to collaborative economy. Secondly, the thesis introduces the notions of consumer behaviour, experience and confidence within the collaborative economy lens. Thirdly, interactions between these terms are compared with empirical findings.
Data are collected through 5 semi-structural interviews. Respondents consist of car-sharing users. More precisely, the studies focused on BlaBlaCar platform’s use in 5 different countries. Findings show that word-of –mouths, price and convenience are decisive when it comes to starting using car-sharing service. Comments and experiences keep users using car-sharing services since they increase the users’ level of confidence. Eventually, this study speculates culture has an impact on car-sharing use.
collaborative consumption, collaborative economy, sharing, car sharing, consumer behaviour, confidence, trust, experience.