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When do materialistic consumers join commercial sharing systems

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  • Akbar, Payam
  • Mai, Robert
  • Hoffmann, Stefan

Abstract

Commercial sharing systems (CSS) evolve to a relevant business concept that provides access to product benefits without ownership. A series of three studies delivers new knowledge on how to target consumers who still refrain from sharing to widen the market potential of CSS. Study 1 demonstrates that materialism's sub-dimension possessiveness is the dominant inhibitor of sharing. Study 2 then confirms that this negative impact of materialism diminishes with elevating levels of the desire for unique consumer products. Study 3 reveals that this interaction effect is further qualified by the ownership of a product if the product category has a strong product-need-fit. This research outlines implications of how marketers can design CSS so that they are also attractive to the critical target segment of materialistic consumers.

Suggested Citation

  • Akbar, Payam & Mai, Robert & Hoffmann, Stefan, 2016. "When do materialistic consumers join commercial sharing systems," Journal of Business Research, Elsevier, vol. 69(10), pages 4215-4224.
  • Handle: RePEc:eee:jbrese:v:69:y:2016:i:10:p:4215-4224
    DOI: 10.1016/j.jbusres.2016.03.003
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    References listed on IDEAS

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