COCRIAÇÃO E COLABORAÇÃO: COMO FUNCIONA ESSA RELAÇÃO NO SEGMENTO DE HOSPEDAGEM

• Autor(a) principal: Isidio Gomes da Silva, Hugo
• Data de Publicação: 2021
• Outros Autores: Nogueira Pellizzoni, Lívia, Barreto Viana, Mercia Cristiley, da Silva Barreto, Lais Karla
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Gestão e Desenvolvimento
• Texto Completo: http://periodicos.feevale.br/seer/index.php/revistagestaoedesenvolvimento/article/view/2778
• topic: Collaborative Consumption; Airbnb; Value co-creation; Consumo Colaborativo; Airbnb; Cocriação de valor

With the development of new technologies and communication networks, as well as the limitations of the traditional economic model in the face of consumer expectations, collaborative consumption has proven to be an alternative to satisfy consumption needs. This paper aims to analyze which aspects of value co-creation most influence consumers of a collaborative hosting business. The research was developed with the application of a questionnaire with 306 users of the platform, being a descriptive study and using quantitative analysis methods to obtain the results. The results showed that Transparency and Dialogue are the main factors for the co-creation of value within the segment, with women, younger and with higher incomes, tend to be more demanding in terms of co-creation tools. This study is justified as the behavioral changes of consumers emerge regarding the hosting service, where the possibility of network interaction between users and the company has generated processes of co-creation of value.