How does consumers' nationality influence their motivation for adopting collaborative consumption? - A study of American and Danish consumers
Authors
Peci, Arton ; Kalstrup, Peter ; Zogaj, Gentian
Term
4. term
Publication year
2016
Abstract
This thesis examines whether and how consumers’ nationality shapes motivation to adopt collaborative consumption, comparing Danish and American consumers and exploring implications for firms’ marketing strategies. Guided by a functionalist perspective and a quantitative design, the study employs an online survey to assess motivations and likelihood of participation across six forms of collaborative consumption: car renting, ridesharing, object sharing, meal sharing, accommodation sharing, and skill sharing. The results indicate that, for some of these activities, Danish and American consumers differ both in what motivates them and in how likely they are to participate, with variations depending on the specific form of collaborative consumption. The research is limited to Denmark and the United States and relies on a sample that could be larger, which affects generalizability. Practically, the findings suggest that companies in collaborative consumption should carefully consider whether to pursue standardized or adapted strategies across countries, as the optimal approach may vary by market and activity. The study contributes to debates on cross-cultural differences in motivations for collaborative consumption and on the choice between standardization and adaptation.
Denne afhandling undersøger, om og hvordan forbrugernes nationalitet påvirker deres motivation for at adoptere collaborative consumption (deleøkonomi), med en sammenligning mellem danske og amerikanske forbrugere og de markedsføringsmæssige konsekvenser for virksomheder. Med en funktionalistisk tilgang og et kvantitativt design anvendes en online spørgeskemaundersøgelse til at vurdere motivation og deltagelsessandsynlighed på tværs af seks former for collaborative consumption: biludlejning, samkørsel, deling af genstande, måltidsdeling, boligdeling og deling af færdigheder. Resultaterne indikerer, at der for nogle af disse aktiviteter er forskelle mellem danske og amerikanske forbrugere både i deres motivation og i deres tilbøjelighed til at deltage, med variationer afhængigt af den specifikke form for collaborative consumption. Undersøgelsen er begrænset til Danmark og USA og bygger på en stikprøve, der kunne have været større, hvilket påvirker generaliserbarheden. Praktisk peger resultaterne på, at virksomheder i deleøkonomien nøje bør overveje, om de skal anvende standardisering eller tilpasning på tværs af lande, da den optimale tilgang kan variere efter marked og aktivitet. Studiet bidrager til debatten om kulturelle forskelle i motivation for collaborative consumption og om valget mellem standardisering og tilpasning.
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