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