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The popularity of the Sharing Economy and the underlying redistributive modes of consumption have increased in recent years. This is due to the growing importance of the internet as well as changes in consumer behavior. Beside this the relevance of analyzing consumer’s preferences for access-based consumption as a part of the Sharing Economy lays in the huge economic potential which accompanies this mode of consumption. Against this background access-based consumption includes all temporary, discontinuous and payed for uses of material objects which are based on an online-based use-oriented product-service-system - a so called community-marketplace.
The aim of this thesis is due to the obsolete state of research the extension of the understanding of consumer’s preferences for access-based consumption. On the basis of a conjoint measurement characteristics of access-based consumption are determined. The analysis of consumer’s preferences is based on an isolated consideration of preferences for accommodation and carsharing as well as a comparison of preference structures. Furthermore the analysis is related to the organizational forms of providers as the operator of the community-marketplace solely has an intermediary role. Due to the state of research the fundament of this thesis is a research design which is based on characteristics facing consumers and on characteristics facing relevant aspects of sharing for consumers. From the conducted conjoint measurements can be concluded the form of organization of providers on community-marketplaces have an impact on consumer’s preferences. Furthermore through a comparative perspective can be concluded that consumer’s preferences for the form of organization differ depending on the observed product. Through this approach it can be demonstrated that depending on the product different characteristics predict consumer’s choice.
keywordsAccess-basierter Konsum Collaborative Consumption Conjoint-Analyse Genossenschaftsgedanke Intermediäre Konsumentenpräferenzen Konsumentenverhalten Konsumpraktiken Kooperatives Verhalten Marketing Ökonomische Analyse Organisationsformen Plattformbetreiber Reziprozität Sharing Economy Wirtschaftswissenschaft
Ihr Werk im Verlag Dr. Kovač
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