Abstract Consumers are participating in alternative consumption channels in increasing numbers, but increasingly they are becoming creators as well as consumers. The triggers and motivations that lead to consumers becoming creators have been explored in this paper, as we examine the motivations for consumers to become initiators of Collaborative or Alternative Consumption platforms. In-depth interviews examined initiators’ experiences and found that unmet needs from existing retail providers triggered the move to creation. However, the impetus to move from unmet needs to creation included specific intentions. The findings uncover six motivations to create Collaborative or Alternative platforms, with most creators noting two or more motivating elements. This research demonstrates that consumers can be initiators, and creators of alternative consumption platforms and provides an original perspective to understand the consumers in this context.

中文翻译：

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消费者建立替代性消费平台的动机

摘要消费者越来越多地参与替代性消费渠道，但他们越来越成为创造者和消费者。本文探讨了导致消费者成为创造者的触发因素和动机，同时我们考察了消费者成为协作或替代消费平台发起者的动机。深入访谈检查了发起者的经验，发现现有零售提供商未满足的需求触发了向创造者的转变。但是，从未满足的需求转变为创造的动力包括特定意图。调查结果揭示了创建协作平台或替代平台的六个动机，其中大多数创建者都注意到了两个或更多激励因素。这项研究表明，消费者可以成为发起人，