Purpose

Today's sharing economy covers a variety of business models. This research aims to (1) identify dimensions along which sharing businesses may vary and (2) investigate how these dimensions influence consumer engagement while considering consumers' sustainability orientation.

Design/methodology/approach

This research relies upon a systematic literature review (n = 67 articles) to identify five sharing business dimensions: (1) ownership transfer, (2) professional involvement, (3) compensation, (4) digitalization and (5) community scope. A discrete choice conjoint experiment in the fashion industry is employed to investigate how these dimensions affect consumer engagement with sharing businesses (n = 383 participants).

Findings

The results suggest that ownership of tangible resources elicits more engagement than access to tangible resources for both consumers with a low sustainability orientation and consumers with a high sustainability orientation. Community scope also affects consumer engagement as reflected in more engagement towards sharing businesses with a local rather than a global scope. The presence of professional service providers, monetary compensation and a digital platform only induces engagement among consumers with a low sustainability orientation.

Originality/value

This research generates a better understanding of how sharing businesses can draw on business dimensions to engage consumers with different levels of sustainability orientation and, in turn, how sharing businesses can realize their economic and/or circular potential.

中文翻译：

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通过吸引消费者来实现共享商业模式的经济和循环潜力

目的

今天的共享经济涵盖了多种商业模式。本研究旨在 (1) 确定共享业务可能发生变化的维度，以及 (2) 在考虑消费者的可持续发展导向的同时，调查这些维度如何影响消费者参与。

设计/方法/方法

这项研究依赖于系统的文献回顾（n  = 67 篇文章）来确定五个共享业务维度：（1）所有权转让，（2）专业参与，（3）薪酬，（4）数字化和（5）社区范围。采用时尚行业的离散选择联合实验来研究这些维度如何影响消费者对共享业务的参与（n  = 383 名参与者）。

发现

结果表明，对于可持续发展倾向低的消费者和可持续发展倾向高的消费者来说，有形资源的所有权比获得有形资源的参与度更高。社区范围也会影响消费者参与度，这反映在更多地与本地而非全球范围共享业务。专业服务提供者、货币补偿和数字平台的存在只会引起可持续性偏低的消费者的参与。

原创性/价值

这项研究有助于更好地理解共享企业如何利用业务维度吸引具有不同可持续发展导向的消费者，进而了解共享企业如何实现其经济和/或循环潜力。