When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems

Abstract

Sharing systems are increasingly challenging sole ownership as the dominant means of obtaining product benefits, making up a market estimated at more than US$100 billion annually in 2010. Consumer options include cell phone minute-sharing plans, frequent-flyer-mile pools, bicycle-sharing programs, and automobile-sharing systems, among many others. However, marketing research has yet to provide a framework for understanding and managing these emergent systems. The authors conceptualize commercial sharing systems within a typology of shared goods. Using three studies, they demonstrate that beyond cost-related benefits of sharing, the perceived risk of scarcity related to sharing is a central determinant of its attractiveness. The results suggest that managers can use perceptions of personal and sharing partners' usage patterns to affect risk perceptions and subsequent propensity to participate in a commercial sharing system. © 2012, American Marketing Association.