Buying to share: How prosumption promotes purchases in peer-to-peer asset sharing

dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.authorKlein, Jan F.en_US
dc.contributor.authorMerfeld, Katrinen_US
dc.contributor.authorWilhelms, Mark Philippen_US
dc.contributor.authorFalk, Tomasen_US
dc.contributor.authorHenkel, Svenen_US
dc.contributor.departmentDepartment of Marketingen
dc.contributor.organizationUtrecht Universityen_US
dc.contributor.organizationEBS Business Schoolen_US
dc.date.accessioned2022-03-15T12:37:17Z
dc.date.available2022-03-15T12:37:17Z
dc.date.issued2022-04en_US
dc.descriptionPublisher Copyright: © 2022 The Authors
dc.description.abstractAdvocates of the sharing economy cite sharing as a viable alternative to asset purchases and ownership. However, Peer-to-peer (P2P) asset sharing, as a service innovation in the sharing economy, enables consumers to capitalize on their asset ownership by providing others with access to those assets for a fee. These prosumers acquire and consume the asset but also provide it as a service sold to others. In exploring the connection between prosumers and asset manufacturers, this study particularly notes the implications of prosumption for initial asset acquisition. A review of existing P2P asset sharing initiatives, three focus groups, and two experimental studies illustrate a positive effect of prosumption on willingness to acquire an asset from manufacturers, especially expensive assets. These results challenge the conventional notion that sharing is exclusively an alternative to ownership. A mediation analysis further indicates that reduced burdens of ownership can explain the positive link between prosumption and willingness to purchase assets from manufacturers. As another novel contribution, this study reveals an interdependency between prosumers and P2P service users, such that prosumers consider their own and also other P2P users’ brand preferences when acquiring assets. In summary, and contrary to conventional wisdom, promoting prosumption via P2P asset sharing might increase sales by manufacturers.en
dc.description.versionPeer revieweden
dc.format.extent13
dc.format.extent171-183
dc.format.mimetypeapplication/pdfen_US
dc.identifier.citationKlein, J F, Merfeld, K, Wilhelms, M P, Falk, T & Henkel, S 2022, ' Buying to share : How prosumption promotes purchases in peer-to-peer asset sharing ', Journal of Business Research, vol. 143, pp. 171-183 . https://doi.org/10.1016/j.jbusres.2022.01.047en
dc.identifier.doi10.1016/j.jbusres.2022.01.047en_US
dc.identifier.issn0148-2963
dc.identifier.otherPURE UUID: 7ebc7704-9657-435c-8049-6307679ff020en_US
dc.identifier.otherPURE ITEMURL: https://research.aalto.fi/en/publications/7ebc7704-9657-435c-8049-6307679ff020en_US
dc.identifier.otherPURE LINK: http://www.scopus.com/inward/record.url?scp=85123794252&partnerID=8YFLogxKen_US
dc.identifier.otherPURE FILEURL: https://research.aalto.fi/files/80186304/1_s2.0_S0148296322000595_main.pdfen_US
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/113344
dc.identifier.urnURN:NBN:fi:aalto-202203152223
dc.language.isoenen
dc.publisherElsevier Inc.
dc.relation.ispartofseriesJournal of Business Researchen
dc.relation.ispartofseriesVolume 143en
dc.rightsopenAccessen
dc.subject.keywordAccess-based servicesen_US
dc.subject.keywordBurdens of ownershipen_US
dc.subject.keywordMixed methodsen_US
dc.subject.keywordPeer-to-peer asset sharingen_US
dc.subject.keywordPurchase decisionen_US
dc.subject.keywordSharing economyen_US
dc.titleBuying to share: How prosumption promotes purchases in peer-to-peer asset sharingen
dc.typeA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessäfi
dc.type.versionpublishedVersion

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