Socio-technologic Factors of Collaborative Consumption – Analysis of Sharing Economy Based Firm in Russia

Ownership has long been a symbol of status in Russia but as the consumer behavior is getting changed in developed and developing countries due to digital transformation, Russia is not an exception anymore. There’s a paradigm shift in consumer behavior and collaborative consumption is leading this phenomenon. However, beyond some theoretical evidence, there is a dearth of understanding why people participate in collaborative consumption in Russia. Therefore, this research investigates the people’s motivation behind their participation in collaborative consumption. Apart from socio-technological factors, this research also explores the intricate interplay in between social and technological phenomenon behind the collaborative consumption. In this regard, this research addresses three research questions, which are, what is the interplay in social and technological context in collaborative consumption? What are the socio-technologic factors that have an impact on a particular individual participation towards collaborative consumption? How to balance managing social and technological context of collaborative consumption? This is a conceptual paper which explains the social and technological factors that underlies the peoples’ motivation behind their participation towards collaborative consumption.