Abstract The sharing economy has changed many rules of business. One of those rules is the role of the firm and – importantly – the role of consumers, who can perform two roles and become both providers and consumers, i.e. “prosumers”. Therefore, the key network effect to leveraging the power of the sharing economy is for one-sided users, those who are consumers (e.g., Airbnb guests) or providers (e.g., Airbnb hosts), to add the second role and perform as providers and consumers and become prosumers (e.g., those who are Airbnb guests and hosts). Surprisingly, no studies have investigated this important phenomenon and measured how one-sided users may become prosumers. An online survey of 305 Airbnb users showed that trust and gratitude had a significant positive influence on service providers’ and consumers’ intentions to adopt the respective other role and become prosumers, and that those with high gratitude and trust had the highest intentions to become prosumers. However, consumers and providers differed markedly in how trust and gratitude influenced their intention to become prosumers. This study expands our understanding of trust and gratitude and highlights the potential for sharing platforms to create prosumers from both pools of one-sided users. Furthermore, it also makes a valuable contribution to the prosumer and sharing economy literatures by being the first to empirically measure users’ intentions to become prosumers in the sharing economy. We discuss the implications of the findings for practitioners, and suggest how future research could help leverage the sharing economy.

中文翻译：

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如何发展共享经济？创建生产者！

摘要共享经济改变了许多商业规则。这些规则之一是企业的角色，重要的是消费者的角色，他们可以扮演两个角色，同时成为提供者和消费者，即“生产者”。因此，利用共享经济力量的关键网络效应是使单方面用户（即消费者（例如，Airbnb来宾）或提供者（例如，Airbnb主机）的单方面用户添加第二个角色并充当提供者和消费者并成为生产者（例如，Airbnb的客人和房东）。出人意料的是，没有研究调查这一重要现象并衡量单边使用者如何成为生产者。对305个Airbnb用户的在线调查显示，信任和感激之情对服务提供商和消费者采用各自其他角色并成为生产者的意愿产生了显着的积极影响，而具有高度感激和信任感的人对成为生产者的意愿最高。 。但是，消费者和提供者在信任和感激如何影响他们成为生产者的意图方面存在显着差异。这项研究扩大了我们对信任和感激的理解，并强调了共享平台的潜力，可以从两个单方面的用户群中创建生产者。此外，它还成为第一个以经验方式衡量用户成为共享经济中的生产者意图的产品，为生产者和共享经济文献做出了宝贵的贡献。