A TYPOLOGY FOR P2P ACCESS BASED EXCHANGES IN MARKETPLACES

Year 2017, , 716 - 722, 30.06.2017

Can Ulker Sebnem Burnaz

https://doi.org/10.17261/Pressacademia.2017.648

Abstract

Different business models, products and services that are
introduced with the advances in digital technologies and Internet gave rise to
alternative modes of consumption. Along with this shift from ownership-based to
an access based consumption, a stream of scholarly research has focused on
different aspects of alternative modes of consumption such as sharing, gift
giving, collaborative consumption, etc. to explain the emerging phenomena.
Although several conceptualizations can be found in the literature, there is
still a gap in the academic knowledge about peer-to-peer (P2P) sharing and its
content. Products and services subject to sharing may vary from a car that is
shared for a ride by the owner with a passenger in return for an economic
benefit -so called ridesharing-, or a house that is owned by an individual and
made available for rental of other people -as in Airbnb-. As the notion of
exchange differs significantly between various business models based on access
based P2P exchanges, this creates new possibilities to redefine the concept.
This study compares access based P2P exchanges with market-mediated
access-based consumption (Bardhi and Eckhardt, 2012) and sharing (Belk, 2007),
and offers a typology based on the level of transfer of ownership and economic
nature of perceived value. Real life business models are presented based on
this typology and further research directions are suggested to better
understand the main motivations of consumers for choosing an access based P2P
model rather than conventional options available in the market.

 

Keywords

Sharing, collaborative consumption, exchange, internet, peer-to-peer

References

• Albinsson, P. A., and Perera, B. Y. (2012). Alternative marketplaces in the 21st century: Building community through sharing events. Journal of Consumer Behaviour, 11(4), 303–315.
• Bagozzi, R. P. (1975). Marketing as exchange. Journal of Marketing, 39(4), 32–39.
• Bardhi, F., and Eckhardt, G. M. (2012). Access based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881–898.
• Belk, R. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), p.139.
• Belk, R. (2007). Why Not Share Rather Than Own?. The ANNALS of the American Academy of Political and Social Science, 611(1), pp.126140.
• Belk, R. W. (2010). Sharing. Journal of Consumer Research, 36(5), 715–734.
• Belk, R. (2013). Extended Self in a Digital World. Journal of Consumer Research, 40(3), pp.477-500.
• Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), pp.15951600.
• Botsman, R., and Rogers, R. (2010). What’s mine is yours: The rise of collaborative consumption. New York, NY: HarperCollins.
• Catulli, M. (2012). What uncertainty?. Journal of Manufacturing Technology Management, 23(6), pp.780-793.
• Chen, Y. (2009). Possession and access: Consumer desires and value perceptions regarding contemporary art collection and exhibit visits. Journal of Consumer Research, 35(6), 925– 940.
• Euromonitor, (2016). The new consumerism: Redefining ownership, values and priorities. Passport.
• Felson, M and Spaeth, J.L. (1978), “Community Structure and Collaborative Consumption,” American Behavioral Scientist, 21 (March–April), 614–24.
• Granovetter, M. (1983). The Strength of Weak Ties: A Network Theory Revisited. Sociological Theory, 1, p.201.
• Hennig-Thurau, T., Henning, V. and Sattler, H. (2007). Consumer File Sharing of Motion Pictures. Journal of Marketing, 71(4), pp.1-18.
• Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing, 36(2), p.46.
• Kotler, P. and Levy, S. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33(1), p.10.
• Lovelock, C., and Gummesson, E. (2004). Whither services marketing?: In search of a new paradigm and fresh perspectives. Journal of Service Research, 7(1), 20–41.
• Luck, D. (1969). Broadening the Concept of Marketing. Too Far. Journal of Marketing, 33(3), p.53.
• Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), pp.193-207.
• Ozanne, L. K., and Ballantine, P. W. (2010). Sharing as a form of anti-consumption: An examination of toy library users. Journal of Consumer Behaviour, 9(6), 485–498.
• Philip, H., Ozanne, L. and Ballantine, P. (2015). Examining temporary disposition and acquisition in peer-to-peer renting. Journal of Marketing Management, 31(11-12), pp.1310-1332.
• Plouffe, C. (2008). Examining “peer‐to‐peer” (P2P) systems as consumer‐to‐consumer (C2C) exchange. European Journal of Marketing, 42(11/12), pp.1179-1202.
• Sahlins, M. (1972). Stone age economics. Chicago, IL: Aldine Atherton.

• YouGov BrandIndex (2016), Marketing Week, [online] (Online). Available at: https://www.marketingweek.com/2016/12/16/airbnbstrongest-brand-advocates/ [Accessed 8 May 2017].