Um estudo sobre a percepção de valor do consumidor na economia de compartilhamento

• Autor(a) principal: Campos, José Rubens de
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/21044
• topic: Consumo (Economia); Compartilhamento - Aspectos econômicos; Valor (Economia); Consumption (Economics); Sharing - Economic aspects; Value; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Collaborative consumption, often related to digital platforms, occurs as players perform sharing activities, such as, in the form of renting, loan, sale or exchange of goods or services like transportation offers, space and others. This Master’s thesis aims to analyze the consumer’s value perception, as well as the creation of such values by the vendors. In order to accomplish this, it has been decided to relate the inquiry strategy to the technique of multiple methods, that involved both data collection and analysis in a quantitative and qualitative way. Thus, three studies were carried out: Study 1 focusing in the identification – in a qualitative way – of the main consumer’s stimuli, preferences and needs in sharing services to evaluate the predominant factors in the use of such services. The Studies 2 and 3 consist of a case study based on Airbnb, in which it was intended to observer the Airbnb user’s value perception regarding the offered service. In Study 2 was verified how and in which circumstances those values are formed under the buyer’s perspective and, by the use of qualitative analysis, under the perspective of the service’s vendor, Study 3 arranged the key-ideas of Studies 1 and 2 to identify how service’s third parties perform in sharing economy and how they create values to their clients. One can state that sharing economy’s consumers perceive value by five factors, all of them with the same relevance degree: convenience and facility; security and confidence; assistance; price and social and environmental matters. It is the arrangement of such factors that determine the use of sharing services. Both studies 2 and 3 confirm that value creation among guests and hosts of Airbnb happens based in the profiles and comments expressed in review system and consolidates in customized assistance, involving agility, care and availability in performing services and providing information