Determinantes da Satisfação e da Recompra na Economia Compartilhada: Um estudo sobre o Airbnb

Giovanna Bornaschella, Roberto Flores Falcão, Kavita Miadaira Hamza

Resumo


Compartilhar é algo trivial na sociedade, mas a internet modificou e facilitou os modos de se compartilhar, ampliando sua escala e gerando a Economia Compartilhada. O objetivo deste estudo é aplicar o modelo de Möhlmann (2015) sobre fatores de influência na escolha de consumo colaborativo, analisando-se os usuários do Airbnb. Foram coletados 108 questionários com base em 11 hipóteses, cujos dados foram submetidos a um modelo de equações estruturais, usando-se o SmartPLS 2.0. Como principais achados, identificaram-se quatro fatores relevantes para a satisfação com a escolha: comunitarismo, afinidade com tendências, confiança e qualidade do serviço. Já para a probabilidade de recompra do serviço, foram identificados os fatores: confiança, capacidade da internet e satisfação com o serviço. Os resultados contribuem para a discussão acerca do comportamento do consumidor na economia compartilhada e agrega conhecimento ao setor estudado. Também fornece insights para o emergente modelo econômico e empresas que oferecem tais serviços.


Palavras-chave


Economia compartilhada; Satisfação; Airbnb.

Texto completo:

PDF

Referências


Albinsson, P. A., & Perera, B. Y. (2012). Alternative marketplaces in the 21st century: Building community through sharing events. Journal of Consumer Behaviour, 7(2), 253-266.

Albinsson, P. A., Wolf, M., & Kopf, D. A. (2010). Anti-consumption in East Germany: Consumer resistance to hyperconsumption. Journal of Consumer Behaviour, 7(2), 412-425.

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

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

Belk, R. (2007). Why Not Share Rather Than Own? The ANNALS of the American Academy of Political and Social Science, 611(1), 126-140.

Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715-734.

Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595-1600.

Boenigk, S., & Helmig, B. (2013). Why Do Donors Donate? Examining the Effects of Organizational Identification and Identity Salience on the Relationships among Satisfaction, Loyalty, and Donation Behavior. Journal of Service Research, 16(4), 533-548.

Botsman, R., & Rogers, R. (2010). O que é meu é seu: Como o consumo coletivo está mudando o nosso mundo. Porto Alegre: Bookman.

Cox, J. C., Ostrom, E., Walker, J. M., Castillo, A. J., Coleman, E., Holahan, R., & Steed, B. (2009). Trust in Private and Common Property Experiments. Southern Economic Journal, 75(4), 957-975.

Fornell, C., Johnson, M. D., Anderson, E. W., & Bryant, B. E. (1996). The American Customer Satisfaction Index : Nature, Purpose, and Findings The American Customer Satisfaction Index. Journal of Marketing, 60(4), 7-18.

Galbreth, M. R. Ghosh, B., & Shor, M. (2012). Social sharing of information goods: Implications for pricing and profits. Marketing Science, 31(4), 603-620.

Gardner, R., Ostrom, E., & Walker, J. M. (1990). The nature of commom-pool resource problems. Rationality and society, 2(3), 335-358.

Geron, T. (2013). Airbnb and the unstoppable rise of the share economy. Disponível em: www.forbes.com/sites/tomiogeron/2013/01/23/airbnb-and-the-unstoppable-rise-of-the-share-economy/. Acesso em: 15 Mai. 2017.

Hamari, J., Sjöklint, M., & Ukkonen, A. (2014). The Sharing Economy: Why People Participate in Collaborative Consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.

Hardin, G. (1968). The tragedy of commons. Science, 162(3859), 1243-1248.

Hennig-Thurau, T., Henning, V., & Sattler, H. (2007). Consumer File Sharing of Motion Pictures. Journal of Marketing, 71(4), 1-18.

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. New challenges to international marketing. Emerald Group Publishing Limited., 277-319.

Hofmann, E., Hartl, B., & Penz, E. (2017). Power versus trust – what matters more in collaborative consumption? Journal of Services Marketing, 31(6), 589-603.

Kim, J., Yoon, Y., & Zo, H. (2015). Why people participate in the sharing economy: A social exchange perspective. PACIS 2015 proceedings (Paper 76).

Kotler, P., Keller, K. L. (2012). Administração de Marketing. 14 ed. São Paulo: Pearson Prentice-Hall.

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.

Moeller, S., & Wittkowski, K. (2010). The burdens of ownership: reasons for preferring renting. Managing Service Quality: An International Journal, 20(2), 176-191.

Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 7(2), 253-266.

Mont, O. (2004). Institutionalisation of sustainable consumption patterns based on shared use. Ecological Economics, 50(1-2), 135-153.

Nielsen (2014). Is sharing the new buying? Reputation and trust are emerging as new currencies. Disponível em: http://www.nielsen.com/gh/en/insights/reports/2014/is-sharing-the-new-buying.html. Acesso em: 20 Set. 2017.

Gardner, R., Ostrom, E., & Walker, J. M. (1990). The nature of common-pool resource problems. Rationality and Society, 2(3), 335-358.

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(2), 485-498.

Pricewaterhousecoopers (2017). The sharing economy: consumer intelligence series, 2015. Disponível em: http://www.pwc.com/CISsharing. Acesso em: 19 Abr. 2017.

Schor, J. (2014). Debating the Sharing Economy. A Great Transition Initiative Essay, 1–19.

Rogers, E. (1965). Diffusion of Innovations. 3 ed. Londres: Collier Macmillan Publishers.

Tussyadiah, I. P. (2015). An exploratory study on drivers and deterrents of collaborative consumption in travel. In Information and Communication Technologies in Tourism 2015. (pp. 817-830). Springer.

Tussyadiah, I. P. (2016). Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, 55(October), 70-80.

Walsh, B. (2011). Today’s smart choice: Don’t own. Share. Disponível em: www.time.com/time/specials/packages/article/0,28804,2059521_2059717_2059710,00.html. Acesso em: 19 Abr. 2017.

Zhao, D. (2010). Carsharing: a sustainable and innovative personal transport solution with great potential and huge opportunities. Frost and Sullivan, January, 28.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2014). Marketing de Serviços: A Empresa com Foco no Cliente. 6 ed. São Paulo: AMGH.


Apontamentos

  • Não há apontamentos.


Direitos autorais 2020 CBR - Consumer Behavior Review

Licença Creative Commons
Esta obra está licenciada sob uma licença Creative Commons Atribuição 4.0 Internacional.

  

  RePEc Ideas

Flag Counter

Consumer Behavior Review - eISSN: 2526-7884

Creative Commons License
Esta obra está licenciada com uma Licença Creative Commons Attribution-NonCommercial 4.0 International License