“I like it, but I don’t use it”: Impact of carsharing business models on usage intentions in the sharing economy

Hahn, Rüdiger, Ostertag, Felix, Lehr, Adrian, Büttgen, Marion and Benoit, Sabine (2019) “I like it, but I don’t use it”: Impact of carsharing business models on usage intentions in the sharing economy Business Strategy and the Environment.

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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, pick-up 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 which can bridge the gap between basically positive attitudes and usage resistance. Thereby they also serve for concrete managerial recommendations.

Item Type:	Article
Divisions :	Faculty of Arts and Social Sciences > Surrey Business School
Authors :	Name Email ORCID Hahn, Rüdiger Ostertag, Felix Lehr, Adrian Büttgen, Marion Benoit, Sabine s.benoit@surrey.ac.uk
Date :	30 December 2019
DOI :	10.1002/bse.2441
Copyright Disclaimer :	© 2019 The Authors. Business Strategy and The Environment published by ERP Environment and John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
Uncontrolled Keywords :	Carsharing; Access-based services; Business model; Factorial survey; Usage intentions; Sharing economy
Related URLs :	Publisher
Depositing User :	Diane Maxfield
Date Deposited :	13 Dec 2019 17:18
Last Modified :	22 Jan 2020 11:37
URI:	http://epubs.surrey.ac.uk/id/eprint/853256

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