Sharing Economy as Disruptive Innovation: Consumer Viewpoint
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School of Business |
Bachelor's thesis
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Authors
Date
2018
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Mcode
Degree programme
Markkinointi
Language
en
Pages
50
Series
Abstract
The increase in technology-based social platforms has led to new ways of consumption. Therefore, the importance of the traditional way of owning is giving way to the concept of sharing economy (SE), where consumption occurs through peer-to-peer networks. This sharing consumption fundamentally changes the way we act which is why it can be considered as a disruptive innovation (DI). However, despite its popularity, there has been a lack of studies focusing on the motivations for sharing economy participation. Given this, for this literature review I developed two frameworks that tackle this issue based on existing literature. The first lists four main motivations for SE participation whereas the second ranks them on a SE motivation line considering their power to affect consumers’ behaviour. The findings of these two frameworks truly highlight the motivations and their significance and act as a base for future research.Description
Thesis advisor
Kajalo, SamiKeywords
disruptive innovation, sharing economy, motivations for consumption, peer-to-peer