分享经济下的协同消费:占有还是使用?

Collaborative Consumption in Sharing Economy:Own or Access?

随着分享经济的兴起,消费者获取产品和服务价值的方式,由传统的基于所有权的购买和拥有转变为基于使用权的分享和获取。这种借助互联网技术实现的产品和服务分享,被称为协同消费。然而国内针对协同消费的研究非常匮乏,不能适应分享经济发展的客观要求。通过对国内外相关文献的回顾,本文界定了协同消费的概念、类型和特征;依据自我决定理论解析了消费者参与协同消费的个体特征、动机和心理机制;基于流动消费理论,分析了协同消费给传统消费者价值和消费者与产品、品牌关系带来的冲击。在此基础上,本文构建了协同消费的研究框架并展望了未来研究机会。本文不仅在理论上整理了现有相关研究的主要观点和成果,提出了协同消费的研究框架,在实践中也有助于企业创新分享经济商业模式,吸引消费者参与。

Through the review of related literature, this paper defines collaborative consumption as the activity which consumers try to satisfy their interests, acquire and distribute products without ownership through modern information technologies and market intermediary in the organized system and network. Compared with the ownership-based consumption, collaborative consumption is a temporary and situational pattern. Consumers do not aim at the possession of products. In contrast to sharing, collaborative consumption is a market-based reciprocal exchange. Compared with the access- based consumption, collaborative consumption also includes the sharing of private property among consumers.