Publication Type
Journal Article
Version
publishedVersion
Publication Date
3-2020
Abstract
Carsharing is often promoted as a potentially environmental-friendly alternative to individual car ownership. However, various carsharing programs have displayed limited success in the past. An initial field study of a new carsharing service is such a story of failure: The introduction of this new service at a medium-sized German university generated unexpectedly low adoption rates so that the service was eventually scaled down and then suspended. Quantitative field study results as well as additional qualitative focus groups reveal that missing compatibility is a key barrier to adoption. Drawing on extant conceptual frameworks of user participation in sharing business models, a factorial survey identifies the importance of different dimensions of carsharing business models for their acceptance. The results reveal that a set of convenience and lifestyle dimensions influences usage intentions, including mode of drive, pickup and drop-off mode, service level, price model, availability, and type of market mediation. In contrast, vehicle fleet does not appear to influence carsharing models' acceptance. These findings contribute to research on business model configuration as well as the attitude-behavior gap in the sharing economy by determining relevant dimensions of a carsharing business model that can bridge the gap between basically positive attitudes and usage resistance. Thereby, they also serve for concrete managerial recommendations.
Keywords
access-based services, business model, carsharing, factorial survey, sharing economy, usage intentions
Discipline
Marketing | Organizational Behavior and Theory | Transportation
Research Areas
Marketing
Publication
Business Strategy and the Environment
Volume
29
Issue
3
First Page
1404
Last Page
1418
ISSN
0964-4733
Identifier
10.1002/bse.2441
Publisher
Wiley
Citation
HAHN, Ruediger; OSTERTAG, Felix; LEHR, Adrian; BUETTGEN, Marion; and BENOIT, Sabine.
"I like it, but I don't use it": Impact of carsharing business models on usage intentions in the sharing economy. (2020). Business Strategy and the Environment. 29, (3), 1404-1418.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7572
Copyright Owner and License
Author-CC-BY
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1002/bse.2441