Desvendando a economia colaborativa: um estudo quantitativo sobre as motivações de sua adesão

• Autor(a) principal: Ferraz, Caroline de Souza
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/313
• topic: comportamento do consumidor; economia colaborativa; fatores motivacionais; jovens brasileiros; consumer behavior; sharing economy; motivational factors; Brazilian young people; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Collaboration is no longer just a human value, it has become a lifestyle. With the rise of virtual communities and social networks, individuals have taken up collaborative principles and practices, going beyond the cyberspace and applying them to other physical dimensions of life. This behavior change has become a global phenomenon, transforming the way people live and consume. Within this context, this research aims to understand the motivations that lead to sharing economy, focusing on young people from the São Paulo Metropolitan Region, who were born in the 1990s and grew up with the advent of the internet. The study proposes a dialogue between authors such as Bockmann (2013), Lamberton and Rose (2011), Van de Glind (2013) and Hamari et al. (2013) in order to understand the different motivational factors, besides quantifying this information based on a survey conducted with 570 respondents. Results contribute to the literature as well to the Brazilian market regarding sharing economy, showing that the relationship between Brazilians and this economic alternative, despite the strengthening of collective values, is still quite individual and rational. The main motivations involved are convenience and flexibility, reduction of costs and access to new and differentiated services, all of them considered extrinsic, driven by a benefit or a reward. Social and sustainable factors, for instance, were not direct motivations. More than bringing greater understanding about the phenomenon, this research seeks to foster discussions and new studies about the future of sharing economy