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Study of Customers’ Motivations and the Impact of Touchpoints on Motives to Use Different Industries of the Sharing Economy

Alaei, Saedeh | 2019

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 51735 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Talebian, Masoud; Aslani, Shirin
  7. Abstract:
  8. With the rise of the sharing economy, customers’ motivations to participate has become a controversial phenomenon. The sharing economy has different industries that might itself be a reason for the emergence of different incentives in customers. Moreover, these industries can affect motivation by controlling various touchpoints Two dimensions, quantity and quality illustrate the impact of touchpoints The encounter of touchpoints with both of the provider and consumer side might confuse companies to choose the best composition of has been conducted to identify the importance of motives to use different industries of the sharing economy and examine the impact of the brands’ touchpoints . In this study, an online survey (N=1410) touchpoints on them. Findings suggest that the importance of half of the motives in Reselling and Trading industry is lower than in the two others, Transportation and Delivery. The reasons for the diversity in the importance of incentives consist of the type of industries, the nature of motives, and the impact of touchpoints. By applying the linear regression to examine the impact of the touchpoints on every motive, it displays that the diversity of two incentives, economic benefits and innovation, within the Transportation and Delivery industries refers to the impact of the quantity of the Word Of Mouth (WOM) touchpoint. Generally, the most effective is related to the Use touchpoint by its quality, then the WOM touchpoint by its quantity
  9. Keywords:
  10. Motivation ; Sharing Economy ; Commodity Exchange ; Delivery ; Internet Taxi ; Touch Point ; Word of Mouth

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