Bruno
Roberto Santos
Fuzzy
Consultoria Ltda, Brazil
E-mail: bruno.roberto.2019@gmail.com
Ana
Beatriz de Mello Moraes
IBMEC-RJ, Brazil
E-mail: ana.moraes@ibmec.edu.br
Maria
Augusta Soares Machado
IBMEC-RJ, Brazil
E-mail: fuzzy-consultoria@hotmail.com
Fabiana
Madureira Nery
Fuzzy
Consultoria Ltda, Brazil
E-mail: fuzzy-consultoria@hotmail.com
Submission: 6/22/2020
Accept: 7/30/2020
ABSTRACT
The objective proposed by the present study is to
identify the determining factors that make sharing-oriented business to succeed
under the Brazilian consumers perspective. The findings bring useful
information for companies who are interesting in starting up or to continuous
in this type of business and help them to develop appropriated strategy taking
advantage of the best opportunities in this new market scenario. The theoretical
frame supported two analysis fronts: Factors that motivate consumers inside
sharing economy and barriers that bring
difficulty to the transactions. As motivational factors, ideological and
financial questions were tested. As barriers were studied questions such as
legal, technological, social and marketing. The study was supported by a
quantitative research conducted in order to test hypothesis about consumer
behavior in this kind of business. Around 140 people has answered the survey.
The results allow inferring that collaborative consumption, is not a Brazilian
behavior yet, but it is a trend and questions involving financial benefits are
the ones which most influence the consumers.
Keywords: Sharing economy; collaborative consumption; business model innovation; strategy; consumer behavior
1.
INTRODUCTION
This paper had the
objective to understand, what the determining variables for the success of the
businesses are oriented to the sharing in the view of the Brazilian consumers.
The analyzes were
divided into two fronts, the first are the factors that motivate consumers to
participate in the business within the collaborative consumption and the second
are the barriers that could harm this type of transaction.
The paper was limited
to the consumers´ point of view, not addressing any other external aspect that
may impact the companies in the industry. In addition, the main focus of the
study is only to identify the influence factors, and no further action is
recommended for companies.
The research was of a
quantitative nature, based on the application of a questionnaire elaborated
from the analysis of the theoretical reference. The profile of the respondents were
varied in terms of gender, age group and salary range.
Real-time technologies
are enabling a rapid shift from the hyper consumption model to an innovative
system based on shared asset use. It is the wave of shared consumption Botsman
and Rogers (2011), which is being termed
sharing economy.
The size of the sharing
economy is estimated at $ 26 billion. Some well-known examples are hosting
services such as Airbnb, car and bicycle rentals such as RelayRides, as well as
taxi services such as Uber and Lyft Malhotra and Van Alstyne (2014).
The mechanism of the
shared economy comes from the moment in which mediators in the Internet meet
the demand with the supply in real time and in global scale, Malhotra and Van
Alstyne (2014). They are web platforms where people who have underutilized
assets find other people who have an interest in renting them. Cosumano (2015),
thus creating value for these assets Malhotra, and Van Alstyne (2014).
The concept of
collaborative consumption can be applied to any type of product or service. It
is possible, for example, to rent your bags while you are not traveling, after
all most of the time they are stored in the closet unused. Another possibility
is to rent your parking space from your building because you do not have a car.
But there are also
negative aspects in this type of business. It is a poorly regulated market. It
is extremely dependent on the trust and a reputation that is created by the
users. If any client makes any baseless or liar comment on a social network,
who will intercede? Often the supplier will have to struggle to get their
reputation back Malhotra, and Van Alstyne (2014).
The fact is that, since
its rise in the last decade several business-oriented sharing has not
sustained. What some experts say is that consumers are looking for three
things: price, convenience and safety, and that any other motivational aspect,
such as community sense or environmental appeal, is secondary. Moreover, in
order to arouse the interest of investors, it is necessary to address a real
problem, to have a business strategy and a spreadsheet that will clearly show
the economic benefits of the business Marc (2014). That is, with no right
stimulus for the consumer and a robust business model that convinces investors,
there is a little chance that the business survive.
Airbnb is an example of
success by having a clear value proposition in response to a identified need
and having a well-structured business model very similar to the traditional,
advantageous for all involved Marc (2014).
Neighborrow, SnapGoods
and NeighborGoods are some cases of failure within the sharing economy. Their
concept is very similar, exchange favors or belongings between neighbors. The
idea seems at first brilliant. According to Adam Berk, founder of Neighborrow,
everyone has thousands of items that collect dust in cabinets, and it would be
great to increase their utility by sharing them with neighbors.
There are few studies
in the area specifically exploring consumers' views on the subject. One of them
was carried out by Hamari, Sjöklint and Ukkonen (2015), and it is a survey of
users of a global collaborative consumer site with users from all over the
world. The intention was precisely to test four hypotheses that motivate this
type of consumption: sustainability, fun, reputation and economic benefits. The
results of the survey, showed that, although consumers recognize the
environmental issue, this is not reflected in the real motivation of
consumption. Improving reputation was also not a decisive factor in behavior.
On the other hand, the pleasure and fun, as well as financial gains, have been
more impacting in the motivation of the consumers.
Given the
expressiveness of the current market and the growth rate of the sharing
economy, many studies have been carried out on the subject, but few with the
consumer view, justifying the need for more research with this approach.
Studies generally
analyze the phenomenon of sharing as a whole, mostly following a positive or
negative line in relation to it. The idea of this paper is not to make the
analysis about the phenomenon but, in an exempt way, to raise the aspects
favorable to the businesses oriented to the sharing in the Brazilian consumer's
perspective.
2.
METHODOLOGY
First, the analysis of the
researched theoretical framework allowed the two main factors that motivate
consumers to participate in the sharing economy to be raised. They are
ideological and financial.
The analysis also allowed to
identify the barriers that could hinder the participation of the consumer in
this type of transaction. In this case the barriers are legal, technological,
social and market.
The main actors in the shared
economy are the government, through laws; companies, depending on
their business models; and the changing consumer habits. They are the main
tripod of the shared economy. The highlights
of the object of analysis of this research are grouped into two main themes: barriers,
which involve society, technology, the consumer market and laws; and the
motivators, which can be financial and/or ideological. Knowing this, it was
then possible to elaborate the research construct, as shown in the table 1 below:
Table 1: Construct for test of
perception of Brazilians on sharing economics. Prepared by the
author.
Indicator Builder |
Definition |
General Assumptions |
Construct for test of perception of Brazilians on sharing economics. Prepared
by the author. |
Motivators |
Ideological
and financial factors |
Barriers |
Legal, technological, social and marketing factors |
|
|
Source: Authors, with survey data
The next step was to elaborate a
questionnaire with 30 questions, whose suggested answers did not follow any
specific rule. It was elaborated in order to capture the direction (favoring or
disadvantage) in relation to what was proposed to measure and if there were
differences of perception between gender, age and income.
Around 330 people were invited to
participate in the survey through e-mails and social networks, and the return
was approximately 41%: as not all people answered all the questions, the number
of responses varied between 134 and 142.
The survey was compiled in the
online tool called Survey Monkey.
The research was sampled Botelho and
Almeida (2009); Fowler (2014), so that inferences could be made about the
perception of Brazilians regarding the new business models that are emerging
from the sharing economy. Using the twenty-seven questionnaire items, it was
used Factorial Analysis. As Aranha and Zambaldi (2008), which used to measure
the latent variables, as part of the steps for the construction and validation
of scalesone must have a solid theory of sustainability, in some situations,
especially when the proposed scale does not have a firm theoretical foundation,
the Factorial Analysis is an exploratory technique, in the sense that helps to
understand how the items are associated with a construct.
With the factors formed by Factorial
Analysis it was evaluated their reliabilities by means of Cronbach's Alpha.
Later, in the case of accepted reliability, It was tried to examine how the
factors are related using the Friedman Test, since, by definition, even when
measured at a scalar level, the factors / constructs are natural ordinances as
Siegel and Castelllan (2006).It was tested if there are differences between the
estimated factors and gender, age and income, through Mann-Whitney and
Kruskal-Wallis tests, because they are independent samples and the variables /
factors are natural ordinations by definition.
3.
RESULTS
Most of the
interviewees are men (60%), are between 31 and 50 years old (79%) and have
income above 10 minimum wages (63%).
Collaborative
consumption is still not a habit among Brazilians, but most respondents believe
that it is a trend that came to stay (65%) and those who already had exchange
or rent experiences within the concept considered that they were positive.
What indicates not to
be a habit, according to the research, is that 21% still does not have
experiences in this type of transaction. In addition, most have some
restrictions on buying used products (61%), do not usually trade products with
whom they do not know (84%), generally would not rent or loan a good to an
unknown person (62%), but the opposite would do, borrow or rent a good from a
stranger (62%).
The initial factorial
model was estimated by Maximum Likelihood, in spite of the possible lack of
data normality, because the other most recommended option: Principal
Components, due to convergence problems, did not present the rotational weight
matrix. The model presented ten factors, however, the Q11 variable presented an
MSA = 0.360, below the recommended 0.50. When you re-run the model, with the
exclusion of item Q11, the item with MSA <0.50 (Q15) was again found. In
this way the final model was run without variables Q11 and Q15, with the
following characteristics:
1) At that time, it was
possible to adjust it by Principal Components, maximizing the explained
variance. The same was estimated with standardized items and used criterion
Oblique for rotation of the weight’s matrix, that is, factors are correlated as
is most common in opinion questionnaires (Hair et al., 2009);
2) The model presented
an adjustment within the limit of acceptable:
i)
KMO
= 0.655;
ii)
Communities around 0.50; MSA's> 0.50; and
iii)
Explained
variance of 62%. These adjustments can be accepted as long as an exploratory
study is considered (Hair et al., 2009);
The final model gave
rise to nine factors that, at first, seem to make some sense from a theoretical
point of view (Table 2).
Table 2: Factors Table
Factor / Items |
Description |
Factor 1 |
Openness to collaborative consumption / Trust in people |
Factor 2 |
Environmental
(Ideological) |
Factor 3 |
Price (Financial) |
Factor 4 |
Legal and
technological barriers |
Factor 5 |
Novelty(Marketing) |
Factor 6 |
Availability
of information |
Factor 7 |
Experience in
collaborative consumption |
Factor 8 |
Reputation(Social) |
Factor 9 |
Emotional |
Source: Authors, with survey data
The items that are part
of each of the factors can be found in the standard matrix. The blank values
indicate that the item did not load more than 0.40 in the factor: it is part of
the factor those items that have more weight (higher coefficient) in the
respective factor. Table 2 also summarized the items that are part of each of
the factors.
The final factorial
model gave rise to nine factors that were tested in the reliability question
through the measurement of Cronbach's Alpha.
All factors presented a
reliability inferior to the acceptable classification (Cronbach's alpha>
0.70), as suggested by Maroco & Garcia-Marques (2006) and only factors 1, 2
and 3 were higher than 0.60, a limit that we can consider if exploratory
research. From these findings only factors 1,2 and 3 were taken for subsequent
analyzes (Table 3).
Table 3: Cronbach's Alpha Summary
Factor / Items |
Cronbach's Alpha (α) |
Factor 1 (Q3, Q4, Q5 e Q6) |
0,647 |
Factor 2 (Q7, Q8 e Q9) |
0,672 |
Factor 3 (Q18, Q19 e Q20) |
0,611 |
Factor 4 (Q17 e Q26) |
0,524 |
Factor 5 (Q21, Q22 e Q23) |
0,545 |
Factor 6 (Q12, Q13 e Q14) |
0,435 |
Factor 7 (Q1 e Q2) |
0,477 |
Factor 8 (Q10 e Q16) |
0,490 |
Factor 9 (Q24 e Q27) |
0,340 |
Source: Authors, with survey data
Factor 1 = is related
to trust in people for the exchange; Factor 2 = relates to environmental
concerns in consumption; and Factor 3 = refers to the influence of price as the
determinant of trade. Since there are only three factors, there are few possibilities
for relations, but for all intents and purposes, in the lack of a theory that
bases these relations, it was chosen to relate the three factors simultaneously
by the Friedman Test.
The result of the test
is presented in Figure 2 and rejects the null hypothesis (p-value = 0.736),
that is, there is no relation between the three factors. The bar graph in these
figures makes it very clear that the distribution of the scores of the three
factors are very similar.
Figure 2: Friedman
Test (F)
Source: Authors, with research data analyzed in SPSS
That is, the entire
quantitative analysis of the data failed to prove any correlation between the
factors (Motivational and Barriers) and the consumer influence of the shared
economy.
In applying the
Kruskal-Wallis test to evaluate the difference in perceptions between
individuals, with more or less income and age, it did not find statistically significant
differences as p-values (asymptotic sign) below 0.10. However, with respect to
gender, it was found statistically significant differences, at a level of 10%
of significance, between factors 1 and 2. According to the results presented in
Figures 3 and 4, women give less importance to trust in people for exchange,
that is, they are more open to collaborative consumption and have greater
environmental concerns in consumption than men.
Figure 3: Mann-Whitney Test (U)
between factor 1 versus gender
Source: Authors, with research data analyzed in SPSS
Figure 4: Mann-Whitney Test (U)
between factor 2 versus gender
Source: Authors, with research data analyzed in SPSS
Figure 5: Mann-Whitney Test (U) between factor 3 versus gender
Source: Authors, with research data analyzed in SPSS
4.
CONCLUSION
It was proven that 76%
of the respondents demonstrated to have environmental and social concerns in
their day-to-day actions, such as selective collection at home, avoiding
plastic bags and disposable cups, saving water, etc. But this is not reflected
in their consumption decisions, as only 29% say they are researching whether a
product consumed is from a manufacturer that has sustainable attitudes. In
addition, 70% answered clearly that it is never or rarely that exchanging or
renting a good is more environmentally and socially sustainable than buying it
influences their consumption decision.
According to the
survey, 80% of respondents believe that the value of the service / product is a
key factor in their consumption decision within the concept of sharing, and 54%
of respondents have a greater predisposition to participate in transactions
within this concept when they are unable to buy the negotiated item in
question. In addition, 69% agree that cheaper products are not worth the work
of renting or entering the site to search or even have the logistics of return.
61% of the respondents reported having no restriction of using the services
within the sharing economy, even though these businesses are new and little
regulated.
More than 70% of
respondents have been in favor of online transactions. More than 80% of people
think that the fact that the application is user-friendly is even a motivator
for using these types of services, and agrees that the applications already in
the sharing economy today are easy to use.
For 75% of respondents
it is essential to know information about the person with whom you are making a
swap or rent transaction, and 96% of people want to know detailed information
about the product. And more than 50% would never lease your asset to someone
without many references. However, being the first to rent a good would not be
an apparent deterrent, given that 48% of respondents would accept it.
In addition, more than
80% believe that the good reputation of the supplier is essential in their
consumption decision and that most evaluations about a supplier must be
positive in order to close a transaction.
Finally, more than 90%
of the respondents believe that it is essential to have subsidies to analyze
the conduct / reputation with whom they will make some exchange or rent of
their property.
About 68% of
respondents say they do not mind not having the latest version of any product,
plus another 87% even agree to buy an older version of a product. And more than
90% say only carry out the exchange of your product when it is no longer in
use.
More than 60% of
respondents reported giving more value to the use experience than possession of
the good.
Berk, owner of the startup
Neighborrow, believes that the main problem with the idea is not trust,
insurance, financial, interface or other human apathy, it's still the attempt
to make the sharing economy work. (Kessler, 2015).
The research conducted by
Hamari, Sjöklint and Ukkonen (2015), concluded that ideological questions do
not necessarily translate into behavior. They proved for example that people
recognized collaborative consumption as good for the environment but the real
motivations that led to this type of consumption were actually economic
benefits. More than an altruistic attitude of sharing there is still a search
for gains for oneself.
Sastre (2012), is
another author who points out that the way the collaborative economy is being
treated often seems more like what is best for each other rather than a group.
Nothing more than service business models focused on the intermediation of the
sale of something (space, things used - commodities, new things, etc.) or
temporary rent. Perhaps the idea of collaboration can be found in the system of
collaborative lifestyles through concrete initiatives such as crowdfunding and
coworking spaces. He further emphasizes that the term collaborative consumption
becomes very comprehensive, thus needing to be renamed.
Through the research conducted
here it was possible to infer that the collaborative consumption is not yet a
habit for Brazilians, but it is already considered a trend. It is precisely the
act of people practicing more and feeling comfortable within these new business
models. There is still a certain attachment to one's own goods and an
insecurity in the relations of exchange. The point raised by other authors
cited in the above paragraphs, which is that people are more concerned with
their own benefits than with group earnings, could also be observed in this
research.
As critical success
factors, the ideological factor was not relevant. The fact that it is an
environmentally and socially sustainable business has not proved a motivator
for the growth of this type of business from the point of view of the current
consumer. However, as people are becoming more aware of the importance of the
topic in their day to day life it may be that in the future it is, in addition,
research has shown that women are more sensitive to this subject than men.
Confidence in people
and maintaining a good reputation, these were considered fundamental items in
the collaborative economy. In addition, the research statistically proved that
women give less importance than men to this question. It is therefore important
that anyone who is participating in these transactions in any way can make
comfortable, secure and well informed both the supply side and the demand side.
Today there are several supply-side evaluation tools, but little on the demand
side. It is possible to see for example if an apartment is well rated but there
are not many tools to evaluate the reputation of a possible candidate to rent
it.
The highest level of
detail about the product / service was also important. The fact that it is a new
and poorly regulated business model does not inhibit consumers.
Sastre's research
(2012), emphasizes that this business model enables the democratization of
access to luxury items provided by leasing companies for articles such as
handbags, jewelry, properties and private clubs, jets and boats. These unique
items become available to less exclusive people for at least a period of time.
Therefore, we must be attentive to the value of the products / services. It may
not be worth investing in a business of exchanging products with very low
values. This research has shown that people are prone to price and tend to
interact more in this type of transaction when the amounts involved are higher.
Finally, the research
shows that people are giving more importance to having experiences of use to
the detriment of the possession of the goods. Coupled with the fact that
consumers are not too worried about always having the latest version of a
product and do not bother buying / exchanging used things, the potential of business
related to the sharing economy is reinforced.
In summary,
entrepreneurs interested in entering the world of shared consumption should
base their business strategies on the basis that the consumer:
1) Need to see financial advantage and
convenience
2) It thinks the environmental issue
(mainly women) is important but it is not yet a buying motivator
3) Need to feel safe (mainly men)
4) Want to use a simple tool
5) It is not inhibited because it is a
poorly regulated environment
6) Values experience are more significant
than ownership
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