A Shared Understanding: Redefining "Sharing" from a Consumer Perspective

Authors

Brandon J. Reich, Portland State UniversityFollow
Hong Yuan, University of Oregon

Published In

Journal of Marketing Theory & Practice

Document Type

Citation

Publication Date

9-19-2019

Abstract

The word “sharing” has been adopted by marketing practitioners and academics to explain a variety of market-based phenomena, leading to confusion around its meaning. Across four studies, the current research systematically investigates what sharing means from a novel perspective: the consumer. The results of the first two studies (1 and 2) suggest that consumers hold a unified conceptualization of sharing distinct from formal academic conceptualizations. Study 3 explores what the core features of this consumer conceptualization might be, and study 4 confirms these features while connecting perceived sharing to consumers’ intentions to join a “sharing” service.

Description

Copyright © 2019 Informa UK Limited

Locate the Document

http://doi.org/10.1080/10696679.2019.1644954

DOI

10.1080/10696679.2019.1644954

Persistent Identifier

https://archives.pdx.edu/ds/psu/30114

Citation Details

Reich, B. J., & Yuan, H. (2019). A Shared Understanding: Redefining “Sharing” from a Consumer Perspective. Journal of Marketing Theory & Practice, 27(4), 430–444.