How the burdens of ownership promote consumer usage of access-based services

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• 作者：Tobias Schaefers ; Stephanie J. Lawson ; Monika Kukar-Kinney
• 刊名：Marketing Letters
• 出版年：2016
• 出版时间：September 2016
• 年：2016
• 卷：27
• 期：3
• 页码：569-577
• 全文大小：211 KB
• 刊物类别：Business and Economics
• 刊物主题：Economics
  Marketing
  
• 出版者：Springer Netherlands
• ISSN：1573-059X
• 卷排序：27

文摘

Services that let customers access goods, such as car-sharing, are gaining increasing relevance as an alternative to ownership. These access-based services allow consumers to avoid the “burdens of ownership”, i.e., risks and responsibilities that come with owning a good. However, the interplay between consumers’ risk perception of ownership, access-based service usage, and the subsequent decision to reduce or forgo ownership has not been sufficiently investigated. Based on risk perception theory, we hypothesize the effects of different risk dimensions (financial, performance, social) on the intensity of access-based service usage, as well as the latter’s influence on ownership reduction. Using a unique dataset that links survey and actual usage data of car-sharing users, we test four corresponding hypotheses. The results reveal that access-based service usage is positively influenced by all three ownership risk perceptions. Moreover, a higher usage of an access-based service increases the likelihood that consumers subsequently reduce ownership.KeywordsAccess-based consumptionSharingRisk perceptionOwnership