Abstract Sharing platforms are becoming increasingly common, transforming how organisations and customers interact across diverse categories. While there is clear demand for the sharing economy, less is known about heterogeneity of consumer preferences and the varying demand that exists for sharing experiences across different categories of consumption. In order to help brands better understand who shares, this research takes a step forward in the profiling of users of the sharing economy. Drawing on social psychology, this research investigates how social norms can be employed as a form of social influence and nudge consumers to engage in higher levels of shared consumption. We find three clear segments of sharing consumers, representing 86% of all consumers: the mobility-focused sharer, the diverse-platform sharer, and the power-platform sharer. The last segment (accounting for 14%) comprises consumers who do not engage with sharing platforms. Moreover, social norms influenced the future behaviours of only one segment of consumers: the diverse-platform sharer. We discuss how sharing platform providers can better understand, target, and convert consumers to engage in sharing.

中文翻译：

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谁分享？在共享经济中分析消费者

摘要共享平台变得越来越普遍，改变了组织和客户在不同类别之间交互的方式。尽管对共享经济有明确的需求，但是人们对消费者偏好的异质性以及跨不同类别的消费共享经验所存在的需求变化知之甚少。为了帮助品牌更好地了解谁分享，这项研究在对分享经济的用户进行分析方面向前迈出了一步。利用社会心理学，这项研究调查了如何将社会规范用作一种社会影响力，并促使消费者参与更高水平的共享消费。我们发现共享消费者分为三个明确的部分，占所有消费者的86％：以移动性为重点的共享者，多样化平台的共享者和功能平台的共享者。最后一个细分市场（占14％）包括不使用共享平台的消费者。而且，社会规范影响着仅一部分消费者的未来行为：多样化平台的共享者。我们讨论共享平台提供商如何更好地理解，定位和转化消费者以参与共享。