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IFITTtalk | Surrey Think Tank:

Collaborative Economy

Friday, 29 September 2017 Business Insights Lab, Rik Medlik Building

University of Surrey

Chairs Sabine Benoit Iis Tussyadiah

Surrey Business School @sbsatsurrey

School of Hospitality & Tourism Management @SHTMatSurrey

Faculty of Arts and Social Sciences University of Surrey

Sponsored by International Federation for Information Technologies and Travel & Tourism (IFITT)

@IFITTorg

IFITTtalk | Surrey Think Tank: Collaborative Economy

AGENDA

09:15 – 09:45 University of Surrey Welcome Graham Miller, Executive Dean, FASS IFITT Welcome Brigitte Stangl, Board Member, IFITT

09:45 – 10:30 Session 1: Platform Development and the Future of Sharing Economy “The Future of Shared Transportation:

The Case of Carsharing with Shared Autonomous Vehicles – An International Expert Study”

Katrin Merfeld, Mark-Philipp Wilhelms, and Sven Henkel, EBS University, Germany

“Unpacking Consumer Entrepreneurship in the Sharing Economy”

Laura Piscicelli, Utrecht University, The Netherlands; Stefan Haefliger and Fleura Bardhi, City, University of London, UK

10:30 – 11:15 Panel Discussion: Current and Future Developments of the Collaborative Economy

Panellists: Giana Eckhardt, Royal Holloway, University of London, UK Annabelle Gawer, University of Surrey, UK Tobias Schaefers, University of Dortmund, Germany

Moderator: Sabine Benoit, University of Surrey, UK

11:15 – 11:30 Coffee Break

11:30 – 12:30 Session 2: The “Why” of Collaborative Economy

“Access-based Services for the Base of the Pyramid”

Tobias Schaefers, TU Dortmund University, Germany; Roger Moser, University of St. Gallen, Switzerland; Gopalakrishnan Narayanamurthy, Indian Institute of Management, India

“Exploring Attitudes and Motivations towards Access versus Ownership”

Nicole Koenig-Lewis, Cardiff University, UK; Adrian Palmer, Keele University, UK; Carmela Bosangit, Cardiff University, UK

“Why Customers do not Participate in Collaborative Consumption?”

Thijs Zwienenberg, University of Leuven, Belgium; Simon Hazée, University of Liege, Belgium; Yves Van Vaerenbergh and Tine Faseur, University of Leuven, Belgium

12:30 – 13:30 Networking Lunch (Sponsored by IFITT)

13:30 – 15:00 Session 3: The “How” of Collaborative Economy

“Consumer Preference for Nonownership Services: The Effects of Service-Provider Type and Pricing”

Kristina Wittkowski and Maria Jose Del Rio Olivares, Aalto University, Finland; Jaako Aspara and Reza Movarrei, Hanken School of Economics, Finland


“How to Frame Benefits of Collaborative Consumption to Increase Attitude, Usage Intention, and Usage”

Adrian Lehr, Marion Büttgen, and Rüdiger Hahn, University of Hohenheim, Germany; Sabine Benoit, University of Surrey, UK

“Positive Effects of Peer Providers?” Katrine Berg Nødtvedt and Helge Thorbjørnsen, Norwegian School of Economics, Norway

“Decoding the Narratives of Airbnb Marketing Content: An Analysis of Affective Responses”

Agatha Chen and Iis Tussyadiah, University of Surrey, UK

15:00 – 15:15 Coffee Break

15:15 – 16:15 Session 4: Trust and Collaborative Economy in Emerging Market

“Trust in the Sharing Economy: A Critical Literature Review”

Camille Lacan and Béatrice Parguel, University of Paris-Dauphine, France

“Trust in Access Based Consumption: Car Sharing in Chile”

Isabel Arancibia, Mario Campana, and Adele Gruen, University of London, UK

“Is VFR the forgotten link of the sharing economy? A comparative analysis of VFR, Airbnb and Couchsurfing experiences”

Julio Munoz, University of Surrey, UK

16:15 – 17:00 Panel Discussion and Closing: Research Agenda

Panellists: Dimitrios Buhalis, University of Bournemouth, UK Giampaolo Viglia, University of Portsmouth, UK Rebecca Pera, University of Eastern Piedmont, Italy Carol Zhang, University of Portsmouth, UK

Moderator: Iis Tussyadiah, University of Surrey, UK

17:00 – 19:00 Evening Reception


Abstract 1

THE FUTURE OF SHARED TRANSPORTATION: THE CASE OF CARSHARING WITH SHARED AUTONOMOUS VEHICLES – AN INTERNATIONAL EXPERT

STUDY

Katrin Merfeld

EBS University, Germany Email: [email protected]

Mark-Philipp Wilhelms EBS University, Germany

Email: [email protected]

Sven Henkel EBS University, Germany

Email: [email protected] Autonomous driving approaches market readiness and is expected to disrupt the automotive industry as it has the “power to dramatically change the way transportation systems operate” (Fagnant & Kockelman, 2014). Practitioners and academics agree on the vast benefits of this technology, such as traffic flow improvements or increased traffic safety (Kyriakidis, Happee, & de Winter, 2015). Critics argue that this technology has several adverse effects on society, such as job losses of professional drivers, issues with customer adoption driven amongst others by safety concerns and high acquisition costs (Bansal & Kockelman, 2017; Souders & Charness, 2016), and an increase in overall individual traffic (Fox, 2016; Smith, 2012).

To overcome respective issues, industry experts and academics reason that in an era of autonomous driving, consumers will jointly access a shared fleet of vehicles: carsharing with shared autonomous vehicles (Fagnant & Kockelman, 2015). An access-based service would not only allow to decrease the number of vehicles on the street, but also enable the public access to the technology while externalizing the burdens of ownership, thereby easing consumer adoption. Moreover, obstacles in traditional carsharing participation, such as local availability, parking, and inconvenient hand-over processes could be overcome by an autonomous fleet.

Existing research on autonomous driving has primarily engaged in a detailed investigation implementation projections, ethical issues or business model developments (Bonnefon, Shariff, & Rahwan, 2016; Fagnant, Kockelman, & Bansal, 2015; Greenblatt & Shaheen, 2015; Krueger, Rashidi, & Rose, 2016). However, little knowledge exists about the drivers, barriers, and future implications of this technology for consumers, the economy, and society. Nevertheless, such insights are valuable for academia, automotive managers and policy makers to further steer developments, construct regulations, and ease implementation.

To this end, our study is the first to use the Delphi-methodology, a structured empirical approach, to understand drivers, barriers, and future developments associated with carsharing with autonomous vehicles (Hsu & Sandford, 2007). This method has been applied in academia in emerging domains requiring an


exploratory approach, where knowledge is contained within a comparatively small pool of experts (Hasson, Keeney, & McKenna, 2000).

40 international experts involved in autonomous driving and carsharing from different disciplines including automotive, banking, infrastructure, academia, and politics took part in our four stage Delphi study over the course of eight months. The participants identified 30 factors shaping the future of autonomous carsharing.

To address the future establishment of carsharing with shared autonomous vehicles, we will provide the audience with an overview of access-based consumption literature in the context of carsharing, provide insights into the employed methodology and discuss the main drivers, barriers, and future developments of carsharing with autonomous vehicles identified by the participants. Finally, we will deduce recommendations for academics, managers and policy makers, aiming at the successful introduction of this novel service.

References

Bansal, P., & Kockelman, K. M. (2017). Forecasting Americans’ long-term adoption of connected and autonomous vehicle technologies. Transportation Research Part A: Policy and Practice, 95, 49-63.

Barnes, S. J., & Mattsson, J. (2016). Understanding current and future issues in collaborative consumption: A four-stage Delphi study. Technological Forecasting and Social Change, 104, 200-211.

Bonnefon, J.-F., Shariff, A., & Rahwan, I. (2016). The social dilemma of autonomous vehicles. Science, 352(6293), 1573-1576.

Fagnant, D. J., & Kockelman, K. M. (2014). The travel and environmental implications of shared autonomous vehicles, using agent-based model scenarios. Transportation Research Part C: Emerging Technologies, 40, 1-13.

Fagnant, D. J., & Kockelman, K. M. (2015). Preparing a nation for autonomous vehicles: opportunities, barriers and policy recommendations. Transportation Research Part A: Policy and Practice, 77, 167-181.

Fagnant, D. J., Kockelman, K. M., & Bansal, P. (2015). Operations of Shared Autonomous Vehicle Fleet for Austin, Texas, Market. Transportation Research Record: Journal of the Transportation Research Board(2536), 98-106.

Fox, S. (2016). Planning for Density in a Driverless World. Available at SSRN 2735148. Greenblatt, J. B., & Shaheen, S. (2015). Automated Vehicles, On-Demand Mobility, and Environmental Impacts.

Current Sustainable/Renewable Energy Reports, 2(3), 74-81. Hasson, F., Keeney, S., & McKenna, H. (2000). Research guidelines for the Delphi survey technique. Journal of advanced

nursing, 32(4), 1008-1015. Hsu, C.-C., & Sandford, B. A. (2007). The Delphi Technique: Making Sense Of Consensus. Practical Assessment, Research

& Evaluation, 12(10), 1-8. Krueger, R., Rashidi, T. H., & Rose, J. M. (2016). Preferences for shared autonomous vehicles. Transportation Research

Part C: Emerging Technologies, 69, 343-355. Kyriakidis, M., Happee, R., & de Winter, J. C. (2015). Public opinion on automated driving: results of an international

questionnaire among 5000 respondents. Transportation Research Part F: Traffic Psychology and Behaviour, 32, 127-140.

Smith, B. W. (2012). Managing autonomous transportation demand. Santa Clara L. Rev., 52(4). Souders, D., & Charness, N. (2016). Challenges of Older Drivers’ Adoption of Advanced Driver Assistance Systems and

Autonomous Vehicles. Paper presented at the International Conference on Human Aspects of IT for the Aged Population.


Abstract 2

UNPACKING CONSUMER ENTREPRENEURSHIP IN THE SHARING ECONOMY

Laura Piscicelli

Copernicus Institute of Sustainable Development, Utrecht University, The Netherlands

Stefan Haefliger

Cass Business School – City, University of London, UK

Fleura Bardhi

Cass Business School – City, University of London, UK In recent years, the sharing economy has come to the fore as an emerging pattern of consumption based on individuals granting each other temporary access to underutilised physical assets (e.g. spare rooms, empty seats in cars) for monetary or non-monetary benefits (Frenken and Schor, 2017). These peer-to-peer (P2P) transactions are often facilitated by digital platforms, such as short-term accommodation site Airbnb or long-distance carpooling service BlaBlaCar.

A novel aspect of these online marketplaces is that their users are more than simple ‘consumers’. When individuals list a spare room on Airbnb or post a ride on BlaBlaCar, they become the ‘providers’ of the goods and services offered on the platform. By creating opportunities to commodify (and capitalise on) the excess capacity of privately owned possessions, sharing economy platforms allow consumers to fulfil new roles and tasks that were typically conducted by businesses (Darvojeda et al., 2013). As such, scholars and commentators alike have speculated about the advent of consumers acting as ‘micro-entrepreneurs’ that make and save money by supplying their existing assets or services to other people (Botsman, 2015; Kane, 2016).

To date, however, little empirical research has explored how ordinary people and amateurs turn themselves – more or less accidentally – into micro-entrepreneurs by means of different sharing economy platforms. Moreover, there is a dearth of knowledge on whether and how these entrepreneurial consumers acquire the necessary competences to successfully operate in a variety of P2P online marketplaces. This study aims to shed light on the emergence of consumer entrepreneurship by investigating: 1) what drives entrepreneurial consumers to enter and operate in the sharing economy; 2) how their participation (e.g. practices, motivations, skill sets and ‘career’ paths) evolve overtime; and 3) how the platform design (e.g. platform-specific features and business model) influence their entrepreneurial activities.

The study adopts narrative inquiry, a relatively new qualitative methodology, to uncover the real-life experiences of individuals participating in the sharing economy as told through their own stories (Kim, 2016). In-depth, semi-structured interviews facilitated by a series of visual props were conducted with a purposive sample of people serving as providers for various sharing economy platforms. All interviews were recorded, transcribed verbatim and analysed using thematic analysis (Robson, 2011; Miles and Huberman, 1994).

While data collection and analysis are still ongoing, this paper presents preliminary results from Airbnb users. First, we revisit and expand the concept of consumer entrepreneurship (Huefner and Hunt, 1994) by showing how Airbnb hosts learn over time how to engage in economic transactions in a quasi-professional way, while


also becoming increasingly concerned with financial investments and the need to effectively promote their listings. In particular, we examine the type of participation, level of commitment and ‘career’ paths of different Airbnb hosts to unpack how consumer entrepreneurship comes about and develops. Second, we discuss how the trajectories of consumer entrepreneurship identified are variously shaped by the platform environment, the personal circumstances of each Airbnb host, and the broader sociocultural and regulatory contexts in which they happen to operate. Finally, we consider to what extent the entrepreneurial activities of Airbnb hosts redefine their work-life balance and the boundaries between professional and private (or leisure) spheres.

By uncovering how digital platforms enable non-professional, yet entrepreneurial consumers to become active market actors, this study contributes to the emerging body of research on unconventional entrepreneurship (Guercini and Cova, forthcoming). It also provides empirical evidence on the dynamics of consumption in digitally mediated markets and the growing commercialisation of everyday life, thereby advancing extant knowledge in the fields of marketing and consumer research. Finally, findings offer new insights for the strategic management of multi-sided platforms and their underlying business models.

References

Botsman, R., 2015. The Sharing Economy: Dictionary of commonly used terms [online]. Available at: https://medium.com/@rachelbotsman/the-sharing-economy-dictionary-of-commonly-used-terms-d1a696691d12#.r03s91k8u [Accessed 1 February 2017].

Darvojeda, K., Verzijl, D., Nagtegaal, F., Lengton, M., Rouwmaat, E., Monfardini, E. and Frideres, L., 2013. The sharing economy: Accessibility based business models for peer-to-peer markets [online]. Available at: http://ec.europa.eu/DocsRoom/documents/13413 [Accessed 1 February 2017].

Frenken, K. and Schor, J., 2017. Putting the sharing economy into perspective. Environmental Innovation and Societal Transitions.

Guercini, S. and Cova, B., forthcoming. Sources of unconventional entrepreneurship: Passion and consumption. Journal of Business Research.

Huefner, J. C. and Hunt, H. K., 1994. Broadening the concept of entrepreneurship: Comparing business and consumer entrepreneurs. Entrepreneurship Theory and Practice, 18, 61-75.

Kane, G. C., 2016. Crowd-Based Capitalism? Empowering Entrepreneurs in the Sharing Economy. MIT Sloan Management Review, 57(3).

Kim, J., 2016. Understanding narrative inquiry. The crafting and analysis of stories as research. Thousand Oaks, CA: SAGE Publications.

Miles, M. B. and Huberman, A. M., 1994. Qualitative data analysis: An expanded sourcebook. Thousand Oaks, CA: SAGE Publications.

Robson, C., 2011. Real world research: A resource for users of social research methods in applied settings 3rd ed. West Sussex: John Wiley & Sons.


Abstract 3

ACCESS-BASED SERVICES FOR THE BASE OF THE PYRAMID

Tobias Schaefers

Assistant Professor, TU Dortmund University, Germany Email: [email protected]

Roger Moser

Assistant Professor, University of St. Gallen, Switzerland Email: [email protected]

Gopalakrishnan Narayanamurthy

Doctoral Student, Indian Institute of Management Kozhikode, India Email: [email protected]

One key challenge for consumers at the base of the pyramid (BoP) is affordability of products that could transform their livelihood, leading to non-consumption as a dominating pattern. Extant literature has claimed that non-consumption could be addressed with services offering access to goods, as these reduce the so-called burdens of ownership. As Lovelock and Gummesson (2004, p. 36) explain, “in developing economies, prospects for improved quality of life may revolve around finding creative ways of sharing access to goods […] in ways that bring the price down to affordable levels.” Extant research, however, has exclusively investigated access-based services in the context of developed economies. Empirical evidence for the applicability of access-based services at the BoP and their potential for reducing non-consumption, however, is currently missing.

Addressing this research gap, we investigate the opportunities of providing BoP consumers with access to goods they could not afford to own in two experimental studies among consumers in rural India. Furthermore, based on a utility maximization framework, we examine whether perceptual differences between ownership and access explain BoP consumers’ assumed access preference. Analyzable data were collected from 266 (Study 1) and 245 (Study 2) respondents based on paper-and-pencil questionnaires used in personal interviews. The challenge of recruiting respondents was met by cooperating with a local non-governmental organization (NGO), which has been involved in government projects for survey-based data collection.

In Study 1, which included one manipulated between-subjects factor (access availability: no vs. yes) and one measured variable (monthly household income), we examine stated preferences for non-consumption, ownership, and access for a product category that may improve BoP consumers’ livelihood (i.e., solar-powered air coolers). The results show that the availability of an access-based service decreases non-consumption among low-income (i.e., BoP) consumers. Moreover, their preference for access is explained by their perception of it entailing less financial risk and being more affordable than ownership.

In Study 2, we investigate how access temporality, as a key distinction between access and ownership, influences choice. The study, which comprised one manipulated between-subjects factor (short-term vs. long-term access) and household income as measured variable, reveals that among BoP consumers, longer temporality makes access more similar to ownership, which impedes its potential to reduce non-

mailto:[email protected]




consumption. At higher income levels, however, even BoP consumers favor long-term access due to its reduced risk of products being unavailable.

Overall, the results suggest that access-based services represent a viable alternative for addressing non-consumption at the BoP. Service providers should be aware that short-term access enhances acceptance among BoP consumers but may impede market success at higher income segments.

Reference

Lovelock, Christopher H. and Evert Gummesson (2004), "Wither Services Marketing? In Search of a New Paradigm and Fresh Perspectives," Journal of Service Research, 7 (1), 20-41.


Abstract 4

EXPLORING ATTITUDES AND MOTIVATIONS TOWARDS ACCESS-BASED CONSUMPTION VERSUS OWNERSHIP-CONSUMPTION

Nicole Koenig-Lewis

Cardiff University, UK

Adrian Palmer

Keele University, UK

Carmela Bosangit Cardiff University, UK

“You are what you share” (Belk 2014:1599).

There has been increasing recognition that resource efficiency, energy and resource security are critical to sustain future economic competitiveness of countries and businesses (Preston, 2012). One particular area which has gained recent attention is the notion of sharing economy which emphasises alternative ways to consumption over buying new goods. Whilst the idea of reusing and sharing goods is not new, internet based platforms have considerably lowered the transaction costs of sharing and reusing products. Websites such as eBay and Gumtree facilitate the development of markets for reused products, and platforms such as ‘The Library of Things’ and ‘We love bricks’ facilitate the sharing of goods and toys. Buying, selling and renting pre-owned goods is becoming more socially acceptable (Mont & Heiskanen, 2015) and this phenomena will inevitably affect many industries and companies reshaping the current marketplace. Furthermore, there is some evidence that a new generation of customers are shifting away from standard models of ownership to valuing access to goods and skills (Ellen Macarthur Foundation, 2015). Ownership has become less central to identities (Kathan, Matzler & Veider, 2016) as well as less attainable and precarious (Cheshire, Walters & Rosenblatt, 2010). With sharing economy, consumers have access without ownerships and are allowed to pool resources; withdraw when necessary and reduce waste if there is excess (Lamberton, 2016).

Although there is comprehensive research on sharing in sociology and anthropology, studies addressing sharing in the context of consumption are scarce (Hellwig, Morhart, Girardin, & Hauser, 2015). There is relatively little knowledge on how consumers perceive these alternative consumption models (Edbring, Lehner, & Mont, 2016; Hamari, Sjöklint, & Ukkonen, 2016). The limited studies are either conceptual (Bardhi & Eckhardt, 2017; Belk, 2014) or examine attitudes towards specific modes of collaborative consumption such as car-sharing, toy libraries or phone minute sharing (Albinsson & Yasanthi Perera, 2012; Bardhi & Eckhardt, 2012; Lamberton & Rose, 2012; Ozanne & Ballantine, 2010). Studies which explored motivations for participating in sharing economy have reported: self-oriented motivations, materialism indulgence/hedonic; economic motives, environmental and moral concerns, social community; reducing risks and responsibilities (Kathan et al 2016; Benoit et al 2017; Parguel et al 2017). However, sharing and exchange are highly context specific; and most empirical studies conducted are on consumption modes that are more similar to what Belk (2013) refer to as “pseudo sharing” (Habibi,Kim and Laroche 2016). Empirical


research about consumers’ underlying attitudes towards used versus ‘new’ and ‘renting’ versus ‘owning’ is lacking. Some researchers highlight the need to recognize possession and access as two different consumption modes which involve different consumer-object relationships (Chen, 2009; Bardhi and Eckhardt 2012; Habibi et al 2016).

In addition, previous studies in the area have shown over-reliance on self-reported measures of attitudes, which might lead to incorrect conclusions about behavioural intentions/actual behaviours as consumption choices are complex. The proposed study will be focussing on attitudes towards sharing platforms for goods, using innovative research methods.

In a first step, we intend to employ nonconventional methods such as Implicit Association Test (IAT) to decipher the nature of attitude towards ‘owning’ versus ‘renting’ of goods, and towards ‘new’ versus ‘used/pre-owned’ goods. We thus seek to add to theoretical debate about the use of implicit association and the factors that moderate the link between implicit and explicit attitudes/perceptions, and future behavioural intention/actual behaviour. Secondly, we will be examining different ways of framing the benefits of using access-based services based on construal level theory. There are four objectives for the research:

1. Understanding attitudes and motivations towards buying and renting of pre-owned goods by examining the differences between users and non-users of access-based service platforms.

2. Identify which product categories are most promising for access-based consumption models and examine unconscious and conscious attitudes towards pre-owned versus new goods, as well as renting versus owning.

3. Examining drivers what that may encourage/inhibit consumers’ adoption of these alternative consumption models.

4. To test interventions to promote alternative consumption models across different consumer groups using novel laboratory and field experiments based on CLT.

As this is work in progress, we will be discussing the conceptual foundations and the proposed methods at the event.

References

Albinsson, P. A., & Yasanthi Perera, B. (2012). Alternative marketplaces in the 21st century: Building community through sharing events. Journal of Consumer Behaviour, 11(4), 303-315.

Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: the case of car sharing. Journal of Consumer Research, 39(4), 881-898.

Bardhi, F., & Eckhardt, G. M. (2017). Liquid Consumption. Journal of Consumer Research, ucx050.

Belk, R. (2013). Sharing Versus Pseudo-Sharing in Web 2.0, Anthropologist, 18 (1), 7–23. Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research,

67(8), 1595-1600. Benoit, S., Baker, T., Bolton,R., Gruber, T, Kandampully, J. (2017). A triadic framework for collaborative

consumption (CC): Motives, activities, resources and capabilities of actors. Journal of Business Research, 79, 219-227.

Chen, Y. (2009). Possession and Access: Consumer Desires and Value Perceptions regarding Contemporary

Art Collection and Exhibit Visits, Journal of Consumer Research, 35 (April), 925–40. Cheshire, L., Walters, P., & Rosenblatt, T. (2010). The politics of housing consumption: Renters as flawed

consumers on a master planned estate. Urban Studies, 47(12), 2597—2614.


Edbring, E. G., Lehner, M., & Mont, O. (2016). Exploring consumer attitudes to alternative models of consumption: motivations and barriers. Journal of Cleaner Production, 123, 5-15.

Ellen Macarthur Foundation. (2015). Towards a circular economy: Business rationale for an accelerated transition. Retrieved from http://www.ellenmacarthurfoundation.org/publications/towards-a-circular-economy-business-rationale-for-an-accelerated-transition

Habibi, M.R., Kim, A. and Laroche, M. (2016). From Sharing to Exchange: An Extended Framework of Dual Modes of Collaborative Nonownership Consumption, Journal of the Association for Consumer Research1, 2 (April 2016): 277-294.

Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.

Hellwig, K., Morhart, F., Girardin, F., & Hauser, M. (2015). Exploring Different Types of Sharing: A Proposed Segmentation of the Market for “Sharing” Businesses. Psychology & Marketing, 32(9), 891-906.

Kathan, W., Matzler, K. and Veider, V. (2016). The sharing economy: Your business model’s riend or foe? Business Horizons, 59, 663-672

Lamberton, C. (2016). Collaborative consumption: a goal-based framework. Current Opinion in Psychology, 10:55-59

Lamberton, C. P., & Rose, R. L. (2012). When Is Ours Better Than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems. Journal of Marketing, 76(4), 109-125.

Mont, O., & Heiskanen, E. C., 33-48. (2015). Breaking the stalemate of sustainable consumption with industrial ecology and a circular economy. In L. Reisch & J. Thogersen (Eds.), Handbook of Research in Sustainable Consumption (pp. 33-47): Edward Elgar Publishing.

Ozanne, L. K., & 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.

Parguel, B., Lunardo, R. and Benoit-Moreau, F. (2017). Sustainability of the sharing economy in question: When second hand peer-t-peer platforms stimulate indulgent consumption (article in press)

Preston, F. (2012). A Global Redesign? Shaping the Circular Economy. Chatham House, Briefing Paper Retrieved from https://www.chathamhouse.org/sites/files/chathamhouse/public/Research/Energy%2C%20Environment%20and%20Development/bp0312_preston.pdf


Abstract 5

WHY CUSTOMERS DO NOT PARTICIPATE IN COLLABORATIVE CONSUMPTION?

Thijs Zwienenberg KU Leuven – University of Leuven, Belgium

Simon Hazée

HEC Liege, Management School of the University of Liege, Belgium

Audrey Vandenberghe KU Leuven – University of Leuven, Belgium

Yves Van Vaerenbergh

KU Leuven – University of Leuven, Belgium

Tine Faseur

KU Leuven – University of Leuven, Belgium

To differentiate and compete successfully, more and more companies develop new business models based on collaborative consumption (Belk 2014). Collaborative consumption typically involves a triadic exchange: A platform provider is matchmaking so a customer can access assets of a peer service provider, without any transfer of ownership (Benoit et al. 2017). These emerging, disrupting business models are expected to grow tremendously, with predicted market opportunities reaching $500 billion in 2020 (Mastercard & The Future Agenda, 2016).

Academic research on this phenomenon is also emerging, with a main focus on the reasons for the adoption and usage of collaborative consumption (e.g., Akbar et al. 2017; Hellwig et al. 2015; Mölhmann 2015; Philip et al. 2015). However, even as this new form of exchange offers several potential benefits, convincing customers to participate remains challenging for companies. The success story of Airbnb has inspired dozens of start-ups to start collaborative consumption businesses, yet many have failed to create enough demand (Needleman and Loten 2014). The reasons against innovations adoption differ qualitatively from the reasons for adoption (Garcia, Bardhi, and Friedrich 2007). Understanding why customers choose not to adopt is thus as important as understanding why they do (Antioco and Kleijnen 2010).

Combining focus groups involving 36 customers with supplementary literature, this study explores customers’ perceived barriers associated with collaborative consumption. In line with prior innovation research, this study identifies numerous barriers that customers may experience, namely product scarcity, product performance, responsibility, accessibility, and contamination barriers. This study further identifies three new barriers specific to collaborative consumption. First, customers may experience a compatibility barrier, especially when the service is not regulated or considered as a source of unfair competition conflicting


with customers’ own values. Second, customers are highly concerned about a reliability barrier—defined as uncertainty about consistent, accurate performance by the peer provider—as the ownership of the accessed goods remains with a non-professional, peer provider. The findings even indicate that customers would be more likely to access goods owned by a company, rather than a peer provider, mainly to attenuate this specific barrier. Third, customers may experience a social barrier when participating in collaborative consumption. In particular, customers can reject collaborative consumption because of the necessity to have social contacts with peer providers.

This study offers two main contributions to the literature. First, it complements prior research on collaborative consumption (e.g., Akbar et al. 2017) by painting a comprehensive picture of the barriers that prevent customers from participating in collaborative consumption. Second, this study extends literature on rejection of service innovations (e.g., Hazée et al. 2017) by focusing on collaborative consumption. In particular, this study uncovers customer barriers specific to collaborative consumption, namely compatibility with the legal system and with one’s personal values as well as a social and a peer-related reliability barrier. From a practical perspective, this study shows companies need to understand and overcome customers’ perceived barriers; assuming that promoting the benefits may be insufficient to turn customers to collaborative consumption.


Abstract 6

CONSUMER PREFERENCE FOR NONOWNERSHIP SERVICES: THE EFFECTS OF SERVICE-PROVIDER TYPE AND PRICING

Kristina Wittkowski

School of Business, Aalto University, Finland

Maria Jose Del Rio Olivares School of Business, Aalto University, Finland

Jaakko Aspara

Hanken School of Economics, Finland

Reza Movarrei

Hanken School of Economics, Finland

With the growing demand for nonownership or access-based services, an increasing number of various types of newcomers enter the market and thus challenge traditional players. We study the effect of nonownership service provider type on consumer willingness to use such services. Through three experiments with real consumers, we find that consumers perceive nonownership newcomers to differ from incumbents (i.e., rental service firms) in terms of social and organizational capabilities. We determine that consumers are more willing to use nonownership services offered by peer-to-peer providers, i.e., providers with higher perceived social and lower perceived organizational capabilities, than by business-to-consumer providers. Further, our results suggest that service providers with high perceived social capabilities should use a discount (vs. premium) pricing strategy to boost (undermine) consumers’ willingness to buy their nonownership services. These findings primarily contribute to literature on access-based services by introducing service-provider type as a significant determinant of consumers’ pre-purchase attraction to nonownership services. Our results further add to research on servitization and brand extensions in services. Finally, this research offers strategic guidelines to different nonownership newcomers on which pricing strategy to choose in order to boost consumer preferences for their services.


Abstract 7

HOW TO FRAME BENEFITS OF COLLABORATIVE CONSUMPTION TO INCREASE ATTITUDE, USAGE INTENTION AND ACTUAL USAGE

Adrian Lehr

University of Hohenheim, Germany

Marion Büttgen University of Hohenheim, Germany

Rüdiger Hahn

University of Hohenheim, Germany

Sabine Benoit University of Surrey, UK

Collaborative consumption (CC) is a relevant and growing phenomenon (Baumeister, Scherer, and Wangenheim 2015) that can have a positive impact on the individual, e.g. saving costs (Lamberton and Rose 2012) and the society, e.g. saving resources (Botsman and Rogers, 2010). Existing research has tremendously enhanced our knowledge on consumers motives to engage in CC and found various antecedents: the utility of an offer and related cost aspects (Lamberton and Rose 2012), avoiding financial risks of ownership (Schaefers, Lawson, and Kukar-Kinney 2015), the demand for convenient consumption, trend orientation (Moeller and Wittkowski 2010) or seeking of variety (Lawson et al. 2016).

Research portrays CC platforms as possibility to enhance sustainability in the marketplace and optimize resources usage (Hamari, Sjöklint and Ukkonen 2015). However, general consumer behavior research suggests that the main consumption motives are self-oriented, rather than driven by ecological or ideological concerns (Devinney, Auger and Eckhardt 2010). Findings whether societal concern play a role in CC consumption decisions are mixed. Some find a link between practicing CC and value priorities such as environmentalism (Phipps et al. 2013), others find that the attitude towards CC is influenced by ecological concerns, but not the behavioral intention (Hamari, Sjöklint and Ukkonen 2015; see also Moeller and Wittkowski 2010). The current knowledge about the reasons for these mixed findings is scarce. Research from advertising and sustainable consumption might provide a rational and explanation for the mixed findings. It found that emotional or informational framing of the message impacts consumer behavior (Choo and MacInnis 2005; Hardeman, Font and Nawijin 2017).

Our research relies on three streams of literature: 1) research on CC in particular on antecedents, 2) research on message framing and 3) research on sustainable consumption behavior. Our hypothesis is grounded in persuasion theory and claims that framing of individual and factual benefits is more effective to shape behaviour while a framing of societal and emotional benefits has a greater impact on attitudes. Our findings aim to provide companies with recommendations on how to approach their customers to enhance usage. Against the background that most studies have only focused on consumer attitudes that drive CC with self-


reports, this research intends to make identify up to which phases in the decision process (attitude, behavioral intentions and actual longitudinal usage behavior) different message framings take effect.

For making these contributions and testing our hypothesis we collaborate with a CC provider that introduces a new car sharing service to a community of consumers. A 2x2 experiment is run in which benefits of the new car sharing service are framed as individual versus societal benefit and with an emotional versus factual message. The experimental manipulations have undergone various pre-tests. The data collection is aimed to start end of July/beginning of August this year, so that we would be able to present first results and discuss next steps with the audience.

References

Baumeister, Christoph, Anne Scherer, and Florian v. Wangenheim (2015), “Branding access offers: The importance of product brands, ownership status, and spillover effects to parent brands,” Journal of the Academy of Marketing Science, 43 (5), 574–88.

Botsman, Rachel and Roo Rogers (2010), “What's mine is yours: The rise of collaborative consumption”. New York: Harper Business.

Yoo, Chagjo and Deborah MacInnis (2005), “The brand attitude formation process of emotional and informational ads”, Journal of Business Research 58 (2005) 1397-406.

Devinney, Timothey M., Pat Auger and Giana Eckhardt (2010), “The Myth of the Ethical Consumer”, Cambridge: Cambridge University Press.

Hamari, J., Sjo ̈klint, M., & Ukkonen, A. (2015). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047–59.

Hardeman, Gerben, Xavier Font and Jeroen Nawijin (2017), “The power of persuasive communication to influence sustainable holiday choices: Appealing to self-benefits and norms” Tourism Management, 59, 484-93.

Lamberton, Cait P. and Randall L. Rose (2012), “When Is Ours Better Than Mine?: A Framework for Understanding and Altering Participation in Commercial Sharing Systems,” Journal of Marketing, 76 (4), 109–25.

Lawson, Stephanie J., Mark R. Gleim, Rebeca Perren, and Jiyoung Hwang (2016), “Freedom from ownership: An exploration of access-based consumption,” Journal of Business Research, 69 (8), 2615–23.

Moeller, Sabine and Kristina Wittkowski (2010), “The burdens of ownership: reasons for preferring renting,” Managing Service Quality: An International Journal, 20 (2), 176–91.

Phipps, M., Ozanne, L. K., Luchs, M. G., Subrahmanyan, S., Kapitan, S., Catlin, J. R., Weaver, T. (2013). Understanding the inherent complexity of sustainable consumption: A social cognitive framework. Journal of Business Research, 66(8), 1227-34.

Schaefers, Tobias, Stephanie J. Lawson, and Monika Kukar-Kinney (2015), “How the burdens of ownership promote consumer usage of access-based services,” Marketing Letters, 27 (3), 569-77.


Abstract 8

POSITIVE EFFECTS OF PEER PROVIDERS?

Katrine Berg Nødtvedt

PhD Research Scholar, Center for Service Innovation, Norwegian School of Economics, Norway

Helge Thorbjørnsen

Professor, Center for Service Innovation, Norwegian School of Economics, Norway

Consumer motivations for participating in peer-to-peer platforms seem to be composed of different elements. Although economic gains and convenience are strong drivers of consumer participation, social-hedonic motives also play an important role (Benoit et al., 2017; Bucher, Fieseler & Lutz, 2016). People seemingly enjoy and value how peer-to-peer platforms allow them to get to know new people in a new way. However, if peer providers in the peer-to-peer platforms become increasingly professionalized, the social-hedonic value of peer users might dissipate. For example, when an Airbnb host rents out apartments on a large-scale basis, it is likely that the user will perceive the host to be a professional service provider rather than a fellow peer. An interesting question is what impact this has on users’ willingness to use the peer-to-peer platform.

In a preliminary study, we originally sought to investigate whether contagion from product owners can have a positive impact on product evaluations in peer-to-peer rental. According to research on symbolic contagion, we would expect that perceived contact between a peer rental provider and the rental object would generally elicit disgust and decreased product evaluations in prospective users. However, there are also examples of the opposite, for instance in the case of the “handmade effect”, where the production of an item by an unspecified maker evokes perceptions of the product as conveying love (Fuchs, Schreier & Osselaer, 2015). Similarly, for celebrity owned objects, positive contagion seems to increase the perceived value of the objects (Newman, Diesendruck, & Bloom, 2011). We wanted to examine whether the contact of a peer owner would have a positive or negative effect on a rental object, and whether this effect depended on owner characteristics.

We conducted a 2 × 2 experiment where we presented participants to a hypothetical decision of renting an apartment through Airbnb. We manipulated (1) whether or not the host actually lived in the apartment, and (2) whether or not the host had positive characteristics that were stereotypical for the local population. We expected participants to evaluate the apartment more positively when the typical host lived there, and less positively when the untypical host lived there, because of the desire to consume the “typical essence” that consumers hypothetically would perceive to infuse the apartment where the typical host lived. The results, however, showed that participants preferred the apartment where the host lived there himself, regardless of whether he had typical characteristics or not. This is interesting, since it shows that a product owner’s contact with the rental object can have a positive impact. Additionally, participants liked the host better when he inhabited the rental apartment as opposed to when he did not live there. This finding has led us to question whether participants held negative beliefs towards more professionalized peer-to-peer rental providers.


Further studies will aim to disentangle the professionalization from the contamination effects, and to address what role authenticity of the service encounter plays in peer-to-peer rental.

References

Benoit, S., Baker, T. L., Bolton, R. N., Gruber, T., & Kandampully, J. (2017). A triadic framework for collaborative consumption (CC): Motives, activities and resources & capabilities of actors. Journal of Business Research. Advance online publication. doi: 10.1016/j.jbusres.2017.05.004

Bucher, E., Fieseler, C., & Lutz, C. (2016). What's mine is yours (for a nominal fee)–Exploring the spectrum of utilitarian to altruistic motives for Internet-mediated sharing. Computers in Human Behavior, 62, 316-326.

Fuchs, C., Schreier, M., & van Osselaer, S. M. (2015). The Handmade Effect: What's Love Got to Do with It? Journal of Marketing, 79, 98-110.

Newman, G. E., Diesendruck, G., & Bloom, P. (2011). Celebrity contagion and the value of objects. Journal of Consumer Research, 38, 215–228.

Rozin, P., Nemeroff, C., Wane, M., & Sherrod, A. (1989). Operation of the sympathetic magical law of contagion in interpersonal attitudes among Americans. Bulletin of the Psychonomic Society, 27, 367–370.


Abstract 9

DECODING THE NARRATIVES OF AIRBNB MARKETING CONTENT:

AN ANALYSIS OF AFFECTIVE RESPONSES

Agatha Chen University of Surrey, UK

Iis Tussyadiah

University of Surrey, UK Luring audience with appealing content is believed to be effective in attracting consumers’ attention and appealing to people’s emotions, arousing positive feelings. Indeed, a proper content marketing strategy can help prospective customers feel closer to the brand, company, or product featured in an advertisement. In a short period of time, Airbnb has managed to become a household name for peer-to-peer accommodation platform as more and more customers embrace the new lodging option. Key to this success is the narratives communicated around the new business model, highlighting authenticity and human relations, which appeal to both sides of the market (hosts and guests). The goal of this research is to explore the effectiveness of Airbnb’s content marketing strategies by analysing audience’s reactions to their online advertisements. Specifically, utilizing biosensors and psychophysiological measurements, this study investigates audiences’ attention and automatic emotional reactions to Airbnb’s video advertisements. The research design was guided by the theories of persuasion and narrative transportation, which postulate that audience can experience being transported to the world of a story (a narrative) (Green and Brock, 2002). When audience are involved in the ad’s plot or argument (i.e., being hooked), an advertisement can evoke viewers’ emotions (Edson Escalas, Chapman Moore, and Edell Britton, 2004). It is suggested that “being hooked” has a positive effect on viewers’ attitude toward the ad.

Three video ads from Airbnb, representing different messages and styles: characterization, instruction, and political content, were selected. The ads range from 30 seconds to 60 seconds in length. A manipulation check was conducted with 200 US-based Amazon Mechanical Turkers to evaluate the narrative structure of the ads. Longer ads were rated higher in terms narrative structure, with Airbnb’s “Live There” being the highest. Then, ads were presented to 34 participants in a random order while their reactions were captured by eye tracker, galvanic skin response sensor, and facial action coding system. Before and after the experiments, participants answered questions regarding attitude toward Airbnb, being hooked scale, attitude toward ads, and recall on ad content.

References Green, M. C., & Brock, T. C. (2002). In the mind's eye: Transportation-imagery model of narrative persuasion. In

M. C. Green, J. J. Strange, & T. C. Brock (Eds.), Narrative impact: Social and cognitive foundations (pp. 315-341). Mahwah, NJ: Lawrence Erlbaum Associates.

Edson Escalas, J., Chapman Moore, M., and Edell Britton, J. (2004). Fishing for Feelings? Hooking Viewers Helps! Journal of Consumer Psychology 14(1–2), 105-114.


Abstract 10

TRUST IN THE SHARING ECONOMY: A CRITICAL LITERATURE REVIEW

Camille Lacan

University Paris-Dauphine, France

Béatrice Parguel

CNRS, University Paris-Dauphine, France

Defined as “the use of online marketplaces and social networking technologies to facilitate peer-to-peer sharing of resources (such as space, money, goods, skills and services) between individuals, who may be both suppliers and consumers” (Barnes & Mattsson, 2016, p.200), the sharing economy induces a new paradigm in terms of production and consumption, engendering technological as well as sociological changes. Most industries, including transportation, accommodation, hospitality, dining, finance, retail and services at large, realise today a significant part of their activity from collaborative platforms.

According to Rachel Botsman (2012), the leading advocate in sharing economy, in this new economy, “the currency […] is trust”, which could be defined as a “willingness to commit to a collaborative effort before you know how the other person will behave” (Coleman, 1990). Trust is indeed the key building block of the sharing economy, where exchanges usually occur between total strangers in a non-face-to-face setting. Still, little research has examined the question of trust in the sharing economy.

To fill the gap, this paper proposes a critical review of the extant literature to analyse the research state on the question of trust in the sharing economy. A systematic analysis of 130 articles on the sharing economy first reveals a nascent literature, fragmented between several disciplines (namely Marketing, Economy, Management and Information Systems), where trust has rarely been the subject of empirical works. The few works dealing with trust confirm its central role and suggest that it is built on the assessment of original cues (e.g., personal photos, profile description, review scores) that contribute to develop a reputational system for both suppliers and consumers. Going further, a critically review of the scope and limits of the most popular theoretical frameworks on trust shows that these frameworks are still partly relevant to understand the sharing economy, but that they should evolve on some dimensions to better meet this new context. Ultimately, drawing on signal theory (Spence, 1973), this article provides an integrated conceptual framework on trust, which suggests several areas for further research that we summarise in a research agenda. As such, this paper opens new perspectives for the academic world and practitioners alike to unleash the power of trust in the sharing economy.

Keywords: sharing economy, signal theory, trust, critical literature review.


Abstract 11

TRUST IN ACCESS BASED CONSUMPTION: CAR SHARING IN CHILE

Isabel Aranciba Goldsmiths, University of London


Dr Mario Campana Goldsmiths, University of London


Dr Adele Gruen Goldsmiths, University of London


This paper studies trust in Access Based Consumption (ABC). ABC, consumer’s access to consumption resources via short-term renting, is seen now as a “cool, smarter and more efficient” mode of consumption than ownership (Bardhi and Eckhardt, 2012, 2017). Bardhi and Eckhardt´s study of Zipcar introduced six dimensions in which access practices and the nature of access-based consumption can vary; temporality, anonymity, market-mediation consumer involvement and political consumerism. Depending on each of these particular dimensions and the socio-cultural context in which consumption takes place, current research has been looking at the role of service design in the interaction which consumers have with ABC (Gruen 2016), the burdens and barriers to ABC (Hazée, Delacourt and Vaerenbergh, 2017) and the political dimension of ABC (Belk, 2013; Botsman and Rogers, 2010; Lamaanen, Whalen and Campana, 2015). However, the role trust remains still understudied within these domains. On the one hand, trust has been considered as one of the milestones of ‘sharing economy’ as a motivation for engaging consumers (Botsman and Rogers, 2010; Belk, 2013). On the other hand, trust has been found not to be a central motivation to use ABC services (Bardhi and Eckhardt, 2012; Lamberton and Rose, 2012). In fact, consumers are driven by a more utilitarian motivation to engage in ABC (Bardhi and Eckhardt, 2012; Lamberton and Rose, 2012). This research aims at understanding these contradictive findings by examining the role of trust within ABC, and at understanding the coexistence of access and ownership modes of consumption within the context of a Latin American Country (i.e. Chile). Most of ABC studies have based on the ‘west’ and on ‘global cities’ which is where consumers tend to engage in liquid forms of consumption (Bardhi and Eckhradt, 2017), and where ABC services are well established. In Latin America, the ABC is still on its infant stage. Hence this research will shed light on the nature of access and ownership in a different socio-cultural context in order to provide information about main challenges and implications for future access economies aiming to grow within the region. This study is based on first car sharing service opened in Chile, Awto, and provides additional information of main perceptions, motivations and thoughts about other access-services such as Uber or Cabify. A qualitative investigation based on 20 semi-structured in-depth interviews has been conducted with the purpose of examining why consumers engage in these access-services,



which processes are involved, what value do they ascribe to this new mean of consumption and how and why access-based may triumph over ownership.

Main findings suggest the importance of trust in mediating consumer´s preferences. Low levels of trust in Latin America, specifically in Chile suggest the importance of access-based services in promoting “tangible” social ties. Low levels of trust are found to be related to service´s operating system, to low levels of regulation (Uber´s case), and to other users. Awto, against Uber, is perceived by its users as a trustworthy and friendly company who aims to provide not only a better service but also a network for encouraging people to share cars with idle capacity. Access-based services and collaborative activities need consumer´s trust in order to succeed. Consumers’ low levels of trust may be explained by some globalization effects such as social institution´s discredit or feelings of insecurity and uncertainty. The discussion of these effects may be the starting point for understanding how ABC may provide more benefits than perils for these countries in the coming years.

References

Bardhi, F., & Eckhardt, G. (2012). Access-Based Consumption: The Case of Car Sharing. Journal of Consumer Research, 39(4), 881–898.

Bardhi, F & Eckardt, G. (2017). Liquid Consumption. Journal of Consumer Research, forthcoming. Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business

Research, 67(8), 1595–1600. Botsman, R., & Rogers R. (2010), What’s Mine Is Yours: The Rise of Collaborative Consumption, New York: HarperCollins. Gruen, A. (2016). Design and the creation of meaningful consumption practices in access-based consumption. Journal

of Marketing Management, 1–18. Hazée, S., Delcourt, C., & Van Vaerenbergh, Y. (2017). Burdens of Access. Journal of Service Research, forthcoming. Laamanen, M.; Wahlen, S. & Campana, M. (2015). Mobilising collaborative consumption lifestyles: a comparative

frame analysis of time banking. International Journal of Consumer Studies, 39(5), 459-467. Lamberton, C. P., & Rose, R. L. (2012). When ours is better than mine? A Framework for Understanding and Altering

Participation in Commercial Sharing Systems. Journal of Marketing, 76(4), 109–125.


Abstract 12

IS VFR THE FORGOTTEN LINK OF THE COLLABORATIVE ECONOMY? A COMPARATIVE ANALYSIS OF VFR, AIRBNB AND COUCHSURFING

EXPERIENCES

Julio Munoz

School of Hospitality and Tourism Management, University of Surrey, UK

Visiting Friends and Relatives (VFR) is either the largest or second largest tourism segment depending on the market and way it is defined (Backer, 2012). Likewise, the Collaborative Economy (CE) represent a substantial part of the tourism industry and has been widely acknowledged for its rapid growth (Sigala & Chen, 2017). VFR and the CE share many similarities, for example, both are complex concepts that have proven to be difficult to define by scholars (Munoz et al. 2017; Telles, 2016); both have been pointed-out as more sustainable than other types of tourism and could be considered as “slow tourism” (Decrop et al., 2017; Griffin, 2013); and in both experiences there is: a shift from sightseeing to “life seeing”, a connection to the place through a host, a strong social aspect, shared values and issues of trust, intimacy and familiarity (Bialski, 2012; Decrop et al., 2017; Griffin, 2013; Molz, 2013; Munoz et al., 2017). However, in-spite of its importance and numerous similarities, VFR and the CE have never been associated nor compared in tourism research.

This abstract forms part of an ongoing project aiming to analyse these similarities, and thus, use them to discuss people’s new understandings of tourism and social relationships while travelling. In particular, the project looks into VFR and CE travellers’ distinctive search for authenticity, the growing hybridisation of tourist experiences and how the new ways in which people are creating relationships (especially within younger generations) can generate “artificial VFR experiences” through platforms like Airbnb or Couchsurfing. According to Munoz et al. (2017), the main distinction between VFR and other types of mobility associated to the CE, it is the lack of monetary transaction and the “influence of a host with whom the visitor has a previous personal relationship” (pp. 7). However, in the case of Couchsurfing for example, there is no monetary transaction and the lack of that “previous personal relationship”, is often overcome by shared values that can either create an “invisible” relationship before travellers’ arrival or quickly ignite one afterwards. This situation makes it challenging to distinguish between VFR and CE experiences and raise questions about the nature of the CE and if phenomena like VFR should actually be considered as part of it.

In practical terms, the projects looks into the experiences of visiting and hosting friends and family compared to the experiences when participating in Couchsurfing and Airbnb, the two most iconic travel platforms of the CE (Decrop et al., 2017; Molz, 2013). Consequently, the research is composed of a series of interviews (12 at the moment), an analysis of online reviews “netnography”, and participant observation as host and visitor within VFR, Couchsurfing and Airbnb travel experiences. Since this is still a work in progress any interest in collaborating, comment or advice to further guide the analysis would be greatly appreciated.


References

Backer, E., (2012). ´VFR travel: It is underestimated E Backer’. Tourism Management, vol. 33, no. 1, pp. 74–79 Bialski, P., (2012). ‘Becoming intimately mobile’. New York, NY: Lang. Decrop, A., Del Chiappa, G., Mallargé, J., & Zidda, P. (2017). ‘Couchsurfing has made me a better person and the

world a better place: the transformative power of collaborative tourism experiences’. Journal of Travel & Tourism Marketing, pp. 1-16.

Griffin, T., (2013). ‘Visiting friends and relatives tourism and implications for community capital’. Journal of Policy Research in Tourism, Leisure and Events, vol. 5, no. 3, pp. 233-251.

Molz, J. G., (2013). ‘Social networking technologies and the moral economy of alternative tourism: The case of couchsurfing.org.’ Annals of Tourism Research, vol. 31, no. 43, pp. 210–230

Munoz, J. R., Griffin, T., & Humbracht, M., (2017). ’Towards a new definition for visiting friends and relatives’. International Journal of Tourism Research.

Sigala, M., & Chen, T., (2017). CfP JTR: Sharing Economy in Tourism. Telles, R., (2016). ‘Digital Matching Firms: A New Definition in the “Sharing Economy”’. Space. ESA Issue Brief, pp.

1-16.


SPEAKERS

Adrian Lehr is employed at the University of Hohenheim as a research assistant/PhD student. His main research field is Service Marketing, especially Collaborative Consumption/Access-based Services. His work was presented at leading international service conferences (e.g. Frontiers). Before joining University of Hohenheim Adrian Lehr studied Business Administration (B. Sc.) at the DHBW Ravensburg with majors in Retail- and Sales Management. During his studies, he gained various practical experiences in different business divisions. In 2013, he obtained his master’s degree at the Otto-Friedrich-University Bamberg. His focus was on Controlling, Logistics, Marketing, and Innovation Management.

Adrian Palmer, Professor, is a widely published author whose first career in travel and tourism marketing and management has informed his subsequent academic career. Since joining academia, he has researched and published extensively on the subject of services buyer behaviour and the “customer experience”. His book “Principles of Services Marketing”, now in its 7th edition, and recently translated into Chinese, is widely used throughout the world to provide a grounding in the challenges and opportunities of marketing services. Recent research has been published in Journal of Marketing Management, European Journal of Marketing and Harvard Business Review. He has been active as a consultant and is currently working on a project with museums to understand how they can use social media to create more favourite recall of a visit.

Annabelle Gawer is Professor of Digital Economy at Surrey Business School, University of Surrey, UK. An award-winning researcher and educator, Annabelle is an expert on digital platforms such as Google or Facebook, and innovative business ecosystems. Annabelle's research on platforms has been featured in The Economist and The Wall Street Journal. A pioneer of international stature in the field of platforms, Annabelle is a leading voice in advancing research, as well as managerial practice and European policy.

Brigitte Stangl, Dr, is a lecturer in Tourism at the University of Surrey, United Kingdom. She holds a doctorate and two master degrees from the Vienna University of Economics and Business (WU Vienna), Austria. Before joining University of Surrey, she worked as a Project Manager at the Institute for Tourism & Leisure Research, HTW Chur, Switzerland. Her research interests are related to e-tourism and lie in the areas of cognitive aspects of website perception, segmentation, web design, social media, online distribution, and innovative pricing.


Camille Lacan is currently a PhD candidate in Management Sciences at the University Paris-Dauphine PSL Research University. His research interests include trust, word-of-mouth communications and the diffusion of innovations within the collaborative economy and crowdfunding.

Carmela Bosangit, Dr, is a Lecturer in Marketing & Strategy at the Cardiff Business School. Her research interests include ethical consumption, sustainable/responsible business practices, consumer experiences and consumer narratives in social media. Selected research projects include ethical consumption and responsible business practices in the jewellery industry, ecolabel certifications, flexible sustainable/ethical consumption of tourists in St. Ives, Cornwall and Tenby Wales; pro-environmental behaviour of UAE consumers and community wellbeing and sustainability in Geoparks.

Carol Zhang, Dr, is a Lecturer in marketing at Portsmouth Business School. Carol has a PhD from the University of Surrey and an MSc from the Hong Kong Polytechnic University. Carol’s research interests include nationalism, tourism marketing, tourism policy, cultural tourism, research methodology, and Chinese inbound and outbound tourism. Carol has gained experience of using both qualitative and quantitative methodologies. She has a track record in publishing articles in high quality journals. She also travelled in over 40 different countries. Her passion for travelling and curiosity to explore differences around the world make her a lifelong traveller and a highly motivated critical tourism scholar.

Dimitrios Buhalis, Professor, is Head of Department of Tourism and Hospitality Bournemouth University and the immediate Past President of IFITT. He is a Strategic Management and Marketing expert with specialisation in Information Communication Technology applications in the Tourism, Travel, Hospitality and Leisure industries. His research area is cutting across a number of disciplines and is looking into adoption of innovations for creating value for both consumers and organisations. Close collaboration with industry, governments and international organisations from around the world ensures that results have relevance and impact in the real world whilst constantly pushing the boundaries of knowledge and academic excellence.


Giampaolo Viglia is Reader in Marketing at the University of Portsmouth, UK. His research interests lie in the areas of pricing, consumer decision-making and online reputation, both in traditional markets and in the sharing economy. Methodologically, he enjoys quantitative studies and conducting experiments. He serves as Methodology Editor for The Service Industries Journal. His work has been published in a number of international journals, such as Tourism Management, Journal of Interactive Marketing, Psychology & Marketing, Journal of Business Research, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management and International Small Business Journal.

Giana M. Eckhardt is Professor of Marketing at Royal Holloway University of London. Giana is a leading expert in the field of consumer culture theory and the sharing economy, having published over twenty articles in journals such as Harvard Business Review and Journal of Consumer Research. She is co-author of The Myth of the Ethical Consumer. Her research has been featured in outlets such as The Wall Street Journal, The Economist, The Atlantic, Scientific American, The BBC, and on National Public Radio. Giana has presented her work at top conferences around the world, including the United Nations CSR Global Forum.

Iis Tussyadiah is Reader in Hospitality and Digital Experience in the School of Hospitality and Tourism Management, University of Surrey where she leads the Digital Visitor Economy Research Group and the Digital Lab. Her research interests lie in the intersection of digital technology and tourism experiences, which include a broad topic within travel and tourism, human-computer interaction, consumer behaviour, and mobility. She investigates the roles of information and communication technology (ICT) and digital media in shaping and transforming tourist experiences and behavior as well as informing best practices for marketing and management in tourism and hospitality.

Julio Munoz is a final year PhD student at the University of Surrey SHTM. Julio’s main research interest is on Visit Friends and Relatives (VFR) tourism, his PhD project looks at how certain hosts’ characteristics influence their visitors' experience of a destination, in this case Guildford. The project aims to provide a better understanding of the role that hosts play in the VFR experience. Before undertaking his PhD, Julio gained experience working in the private sector in industries such as, banking, mining and software development, as well as, being employed by various universities in New Zealand and Chile.


Katrin Merfeld is a doctoral candidate at EBS University. She is currently employed as a research assistant at Prof. Dr. Sven Henkel’s Chair for Customer Behaviour and Sales. Katrin holds a MSc in Management from KEDGE Business School in Bordeaux and a MSc in Marketing from EBS University. She received her BSc in Business Administration from the University of Mannheim. Her research focuses on contemporary mobility with specializations in consumer behavior and ethics in autonomous driving, peer-to-peer carsharing, the sharing economy, and autonomous carsharing. She teaches the graduate courses Automotive Field Study, Sales Management, Services Marketing, and Advanced Market Research: Experimentation at EBS University.

Katrine Nødtvedt is a psychologist and a PhD research scholar at the Center for Service Innovation, Norwegian School of Economics. She is interested in sustainable consumption and consumer behavior in the circular economy. Her PhD research focuses on how consumers respond to alternative modes of consumption, such as peer-to-peer platforms.

Kristina Wittkowski is Assistant Professor of Marketing at Aalto University School of Business. Her main research interests are in Service Marketing, on consumer acceptance and reactance to innovative service business models, such as nonownership and co-creation. Kristina’s work has been published in leading international journals such as the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Service Research. She is in the Editorial Board of Journal of Service Theory and Practice and Journal of Business Research. She has taught courses in Innovation Management, Consumer Psychology, and Research Methods on Bachelor, Master, and MBA level.

Laura Piscicelli is an Assistant Professor in the Innovation Studies group at the Copernicus Institute of Sustainable Development, Utrecht University (The Netherlands). Prior to this, she was a Research Fellow in Strategy, Innovation & Business Models at Cass Business School – City, University of London (UK) and a postdoc at University of Twente (The Netherlands). Laura’s research interests include the sharing economy, the circular economy, business models, sustainable consumption & design. Laura holds a PhD from Nottingham Trent University (UK), with a thesis on the role of consumer values in the acceptance, adoption and diffusion of peer-to-peer sharing platforms.


Mario Campana is a lecturer in Marketing and Consumer Behaviour in the Institute of Management at Goldsmiths, University of London. He holds a BSc and a MSc in Management from Bocconi University in Italy, and he completed his PhD in Consumer Research at Cass Business School, City University of London. Mario’s main research interests lie in the fields of social innovation and alternative economies, consumption of money, consumer collectives, and materiality. He has published on these topics in international outlets such as the International Journal of Consumer Studies and the Journal of Macromarketing. His approach to research is rooted in Consumer Culture Theory with a critical twist and macro perspective that is also reflected in his teaching practice and interests.

Mark-Philipp Wilhelms received his doctoral degree in 2017 from EBS University. He holds an MSc in Automotive Management from EBS Business School with a focus on marketing, dealership, distribution management, and strategy. His research interest focuses on the sharing economy, carsharing, peer-to-peer sharing, consumer behavior, and autonomous driving. His research has been published in international journals, presented at numerous international conferences for academics and practitioners, and applied in consulting projects. Mark-Philipp now works as a business development at Daimler, where his focus lies on the development for novel mobility services in the B-to-B sphere. He teaches a number of graduate courses at EBS University where he also serves as a mentor for doctoral candidates.

Nicole Koenig-Lewis, Dr, is Associate Professor in Marketing at Cardiff Business School, Cardiff University, UK. Her academic research focuses on customer experiences, attitudes, emotions, identity, and sustainable consumption. Dr Koenig-Lewis’ research has appeared in internationally recognized peer-reviewed journals including Annals of Tourism Research, Tourism Management, Journal of Business Research, Journal of Environmental Psychology, Journal of Services Marketing, among others. Selected research projects include cross-cultural research of drivers/inhibitors of pro-environmental behaviour, festivals as agents of change, attitudes towards and framing of benefits of compostable packaging.

Rebecca Pera is Assistant Professor in Marketing at University of Eastern Piedmont, Italy. Her research interests focus on creative consumer behaviours, co-creation, and consumer storytelling. Methodologically, she enjoys multi-method qualitative approaches. Her work has been published in a number of international journals, among which Journal of Interactive Marketing, Psychology and Marketing, Journal of Business Research, Journal of Strategic Marketing and The Service Industries Journal.


Sabine Benoit is Professor of Marketing, Director for External and Business Engagement for Surrey Business School, University of Surrey and Director of the Competence Center for On-the-go consumption (www.cc-otgc.com) funded by Lekkerland GmbH & Co.KG, a European Wholesale company. Her main research fields are Service- and Retail-Marketing. Her work has been published in leading international journals, such as the Journal of Service Research, Journal of Operations Management and Psychology & Marketing. In 2017 she received a best paper award (2nd) from the Journal of Service Research. She is in the Editorial Board of Journal of Service Research, Journal of Service Management, Journal of Services Marketing and Journal of Business Research. She received the best reviewer award from JoSM in 2013.

Simon Hazée is a PhD candidate at the Department of Marketing of HEC Liege, Management School of ULiege (Belgium). His research mainly focuses on customer rejection of service innovations like access-based services, service failures, and service recovery. His work has appeared in the Journal of Business Research and is forthcoming in the Journal of Service Research. He has recently received the Liam Glynn Research Award from AMA SERVSIG.

Thijs Zwienenberg is a research and teaching assistant at the Department of Marketing of the KU Leuven, Belgium. His research interests include access-based services, collaborative consumption, and sustainable consumer behavior. His bachelor thesis regarding social media strategies was published in the Journal of Tourism Culture and Communication.

Tobias Schaefers is an assistant professor of marketing at TU Dortmund, Germany. In the area of access-based services, he investigates differences between ownership and access, motivational patterns of access, customer misbehavior, and the applicability at the Base of the Pyramid. Other research projects focus on location-based services, technology-enabled interactions between companies and (private as well as organizational) customers, as well as pricing for digital services. His work has appeared in Journal of Service Research, Journal of Interactive Marketing, Marketing Letters, and European Journal of Marketing, among others.

http://www.cc-otgc.com/


ATTENDEES

Name Affiliation Email

Abbie-Gayle Johnson Student [email protected]

Adrian Lehr Research Assistant/Doctoral Student, University of Hohenheim; Visiting Fellow, University of Surrey

[email protected]

Adrian Palmer Professor of Marketing, Keele University [email protected]

Anyu Liu Lecturer in Hospitality and Tourism Management, University of Surrey

[email protected]

Brigitte Stangl Lecturer in Tourism, University of Surrey

[email protected]

Camille Lacan DRM-ERMES, Paris-Dauphine University

[email protected]

Carol Zhang Lecturer in marketing, University of Portsmouth

[email protected]

Chris Cao Research Fellow, University of Surrey [email protected]

Cristina Alaimo Lecturer in Digital Economy [email protected]

Carmela Bosangit Lecturer in Marketing & Strategy, Cardiff Business School, Cardiff University

[email protected]

Dimitrios Buhalis Professor, Bournemouth University [email protected]

Florian Zach Tod and Maxine McClaskey Faculty Fellow, Washington State University

[email protected]

Giampaolo Viglia Reader in Marketing, University of Portsmouth (UK)

[email protected]

Giana Eckhardt Professor of Marketing, Royal Holloway University of London

[email protected]

Graham Miller Executive Dean, FASS, University of Surrey

[email protected]

Haroon Khan Afridi SHTM, University of Surrey [email protected]

Iis Tussyadiah Reader in Hospitality and Digital Experience, SHTM, University of Surrey

[email protected]

Jason Stienmetz Lecturer, SHTM, University of Surrey [email protected]

Julio Munoz PhD student SHTM, University of Surrey

[email protected]

Katrin Merfeld Research Assistant at EBS University [email protected]

Katrine Berg Nødtvedt PhD Research Scholar, Norwegian School of Economics, Department of Strategy and Management

[email protected]


Name Affiliation Email

Kristina Wittkowski Assistant Professor in Marketing, Aalto University School of Business

[email protected]

Laura Piscicelli Assistant Professor - Copernicus Institute of Sustainable Development, Utrecht University, The Netherlands

[email protected]

Leo Jago Professor, SHTM, University of Surrey [email protected]

Margaret Deery Professor, SHTM, University of Surrey [email protected]

Mario Campana Goldsmiths, University of London [email protected]

Mark-Philipp Wilhelms Dr., EBS University [email protected]

Nicole Koenig-Lewis Senior Lecturer (Associate Professor) in Marketing, Cardiff University

[email protected]

Purimprach Sangkaew PhD Researcher, SHTM, University of Surrey

[email protected]

Rebecca Pera Assistant Professor, University of Eastern Piedmont, Italy

[email protected]

Rochelle Turner Research Director, WTTC [email protected]

Sabine Benoit Professor of Marketing, Surrey Business School, University of Surrey

[email protected]

Simon Hazée Ph.D. candidate, HEC Liege (Belgium) [email protected]

Stella Tian Research Fellow, SHTM, University of Surrey

[email protected]

Thijs Zwienenberg Doctoral Researcher, KU Leuven [email protected]

Tobias Schaefers Assistant Professor, TU Dortmund [email protected]

Yujia (Penny) Chen PhD Student, SHTM, University of Surrey

[email protected]


About Surrey Business School We deliver business-ready solutions by investing in pioneering world-class research, allowing us to place true business insight at the heart of everything we do.

We cultivate a dynamic learning environment and our collaborative ways of working motivate students to create change, through skills gained with hands-on learning, critical thinking and entrepreneurialism. This means that businesses are equipped with the talent and knowledge they need to have a sustainable impact in the future.

We encourage our students to have an entrepreneurial spirit, challenging them to move outside their comfort zones, to 'learn by doing' and put their knowledge to work, and to capitalise on our close relationship with the University’s Research Park and Incubation Service.

www.surrey.ac.uk/business-school About Digital Visitor Economy Research Group School of Hospitality and Tourism Management, University of Surrey

The Digital Visitor Economy research group is dedicated to researching, endorsing, and advocating the power of information technology and digital media in the visitor economy. In collaboration with leading academic, business, public, and third sector partners across a broad spectrum of disciplines, researchers within this group provide rigorous and critical scientific foundation to deliver value to the visitor economy of tomorrow.

This research group focuses on three themes:

The digital transformation in tourism, hospitality, and events; including new media and consumer behaviour, new business models and disruptive innovation, transformation in business operations and performance.

Smart systems in tourism, hospitality, and events; including artificial intelligence and robotics, sensors and internet-of-things.

Data science and innovative methodologies in tourism, hospitality, and events; including data analytics, pattern recognition in big data.

www.surrey.ac.uk/school-hospitality-tourism-management/research/digital-visitor-economy About IFITT

The International Federation for Information Technologies and Travel & Tourism (IFITT) is the leading independent global community for the discussion, exchange and development of knowledge about the use and impact of new information and communication technologies (ICT) in the travel and tourism industry and experience.

IFITT mission is to share knowledge, experience, and a true passion for ICT in travel and tourism, being relevant for the industry and responsible for society at large, as well as ensuring scientific excellence. IFITT vision is to create THE global eTourism knowledge network and community.

The IFITT community is highly active at all levels and comprises of many leading experts in the field – as well as those entering the area for the first time! You will find it is a friendly and easily accessible community and we hope you will enjoy being part of it.

www.ifitt.org

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ifitt | surrey think tank: collaborative economy think tank agend… · shed light on the emergence...

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