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
Submitted on
2016-06-08
Pages
132
Abstract
This thesis examines whether Danish and American consumers differ in their motivation to participate in collaborative consumption, and how such differences should inform cross-country marketing strategy. Using Burrell and Morgan’s functionalist perspective, the study employs an online survey to assess motivations and likelihood of participation across six categories of collaborative consumption: car renting, ridesharing, object sharing, meal sharing, accommodation sharing, and skill sharing. The findings indicate that motivations differ by nationality in some categories, and that willingness to participate also varies by type of collaborative consumption. These results suggest that firms operating in the sharing economy should carefully evaluate whether to standardize or adapt their marketing across markets. The research is limited to Denmark and the United States, and the sample size could be larger to strengthen generalizability. The study adds to understanding cross-cultural differences in consumer motivation and to the standardization-versus-adaptation debate for collaborative business models.
Denne afhandling undersøger, om danske og amerikanske forbrugere motiveres forskelligt til at deltage i kollaborativt forbrug, og hvad disse forskelle betyder for virksomhedernes valg af marketingstrategi på tværs af lande. Med udgangspunkt i Burrell og Morgans funktionalistiske tilgang gennemføres en online spørgeskemaundersøgelse af motivation og deltagelsesvillighed inden for seks former for kollaborativt forbrug: biludlejning, samkørsel, deling af genstande, måltidsdeling, boligdeling og deling af kompetencer. Resultaterne peger på, at motivationen i nogle tilfælde varierer mellem danske og amerikanske forbrugere, og at sandsynligheden for deltagelse også afhænger af typen af kollaborativt forbrug. Dette indikerer, at virksomheder i deleøkonomien bør overveje, om de vil standardisere eller tilpasse deres markedsføring på tværs af markeder. Undersøgelsen er begrænset til Danmark og USA, og stikprøvestørrelsen kunne have været større, hvilket påvirker generaliserbarheden. Studiet bidrager til forståelsen af kulturelle forskelle i forbrugermotivation og til debatten om standardisering versus tilpasning i marketing for kollaborative forretningsmodeller.
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