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 and how nationality influences consumers’ motivation to engage in collaborative consumption, comparing Danish and American consumers. Using a functionalist approach (Burrell & Morgan), the authors conducted an online survey to assess motivation and likelihood of participation across six types of collaborative consumption: car renting, ridesharing, object sharing, meal sharing, accommodation sharing, and skill sharing. The findings indicate that in some cases there are national differences in both motivational drivers and likelihood of participation, depending on the type of collaborative consumption. Based on these results, the thesis discusses whether companies in the sharing economy should pursue standardized or adapted marketing strategies across countries, noting that the optimal choice may vary by market and service. The research is limited to Denmark and the United States, and a larger sample would strengthen data reliability and the validity of conclusions. The study contributes to discussions on cross-cultural differences in motivations for collaborative consumption and on the choice between standardization and adaptation in marketing.
Denne afhandling undersøger, om og hvordan nationalitet påvirker forbrugeres motivation for at deltage i kollaborativt forbrug, med fokus på forskelle mellem danske og amerikanske forbrugere. Med afsæt i en funktionalistisk tilgang (Burrell & Morgan) gennemførte forfatterne en online spørgeskemaundersøgelse, der målte motivation og deltagelsesvillighed på tværs af seks former for kollaborativt forbrug: biludlejning, samkørsel, deling af genstande, måltidsdeling, deling af overnatning og deling af kompetencer. Resultaterne peger på, at der i nogle tilfælde er nationale forskelle i både motivationsfaktorer og sandsynligheden for at deltage, afhængigt af hvilken type kollaborativt forbrug der er tale om. På den baggrund diskuteres, om virksomheder i delingsøkonomien bør vælge standardisering eller tilpasning af deres markedsføring på tværs af lande, idet der kan være forskellige fordele og ulemper afhængigt af marked og tjeneste. Undersøgelsen er begrænset til Danmark og USA, og et større stikprøvegrundlag kunne øge datatilliden og konklusionernes gyldighed. Studiet bidrager til debatten om kulturelle forskelle i motivation for kollaborativt forbrug og valget mellem standardisering og tilpasning som markedsføringsstrategi.
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