E-ISSN : 2233-5382
Purpose - Previous studies examined effects of sharing economy in the fields such as accommodation and automobile sector, while there are lack of researches in the field of skill-sharing economy. By classifying skill-sharing into general and special skill-sharing, this study explored effects of variables such as transaction utility, social utility, sustainability utility, emotional utility, economic utility, and trust utility, on attitudes, intention, satisfaction, and loyalty of demand (i.e., customers) and supply (i.e., providers) sides, potential, and actual customers. Research design, data, and methodology - Data were collected via both online and offline surveys. This study applied factor analysis and multiple regression analysis for findings. Results - Results show that utilities for general suppliers' skill-sharing are significant than other cases. Among utilities, this study found that trust utility shows significant for the cases of special customers', general suppliers' and special suppliers' potential skill-sharing. The results implies that trust is crucial in the transaction of the sharing economy. Conclusions - Enhanced managerial systems help resolve issues on the sharing economy. This study provides implications what are positive effects of skill-sharing economy and recommends proper establishment of the sharing economy.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I. (2005). Attitudes, Personality, and Behavior. UK:McGraw-Hill Education.
Bakos, Y. (1997). Reducing buyer search costs:Implications for electronic marketplaces. Management Science, 43(12), 1676-1692.
Bardhi, F., & Eckhardt, G. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881-898.
Belk, R. (2007). Why Not Share Rather Than Own? Annuals of the American Academy of Political and Social Science, 611(1), 126-140.
Belk, R. (2010). Sharing. Journal of Consumer Research, 36(5), 715-734.
Botsman, R., & Rogers, R (2010). What’s Mine Is Yours:The Rise of Collaborative Consumption. New York, NY:Harper Business.
Botsman, R. (2012, June). The Currency of the New Economy is Trust [Webinar].
Botsman, R. (2013). The Sharing Economy Lacks A Shared Definition. Retrieved from https://www.fastcoexist.com/3022028/the-sharing-economy -lacks-a-shared-definition
Burrows, R. (2012). The Market-Driven Supply Chain: A Revolutionary Model for Sales and Operations Planning in the New On-Demand Economy. New York, NY: AMACOM.
Calo, R., & Rosenblat, A. (2017). The TAKING Economy:Uber, Information, and Power. Columbia Law Review, 117(6), 1623-1690.
Carlson, K. A., Wolfe, J., Blanchard, S. J., Huber, J. C., & Ariely, D. (2015). The Budget Contraction Effect: How Contracting Budgets Lead to Less Varied Choice, Journal of Marketing Research, 52(3), 337-348.
Castells, Manuel (2012). Networks of outrage and hope:social movements in the internet age. Cambridge, UK:Polity Press.
Crane, K., Ecola, L., Hassell, S., & Nataraj, S. (2012). Personal Transportation: Sharing, Rather Than Owning, Vehicles. Energy Services Analysis: An Alternative Approach for Identifying Opportunities to Reduce Emissions of Greenhouse Gase, 19-40, Santa Monica, CA; Arlington, VA; Pittsburgh, PA: RAND Corporation.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
Donath, J. S. (1999). Identity and Deception in the Virtual Community. In P. Kollock & A. S. Smith (Eds.), Communities in Cyberspace, 25-59. London, UK:Routledge.
Dunn, E. W., Aknin, L. B., & Norton, M. I. (2008). Spending Money on Others Promotes Happiness. Science, 319(5870), 1687-1688.
Eccles, J. S., Adler T. F., Futterman, R., Goff, S. B., Kaczala, C. M., Meece, J. L., & Midgley, C. (1983). Expectancies, Values, and Academic Behaviors. In J. T. Spence (Ed.), Achievement and Achievement Motivation (75-146). San Francisco, CA: W. H. Freeman.
Eccles, J. S. (2005). Subjective Task Value and the Eccles et al. Model of Achievement-Related Choices. In A. J, Elliott & C.S. Dweck (Eds.), Handbook of Competence and Motivation (105-121). New York, NY, US: Guilford Publications.
Edelman, B. G., & Geradin, D. (2016). Efficiencies and Regulatory Shortcuts: How Should We Regulate Companies Like Airbnb and Uber? Stanford Technology Law Review, 19(2), 293-328.
Einav, L., Farronato, C., & Levin, J. (2016). Peer-to-Peer Markets. Annual Review of Economics, 8(1), 615-635.
Ert, E., Fleischer, A., & Magen, N. (2016). Trust and Reputation in the Sharing Economy: The Role of Personal Photos in Airbnb. Tourism Management, 55, 62-73.
Fishbein, M., & Ajzen, I. (1980). Understanding Attitudes and Predicting Social Behavior. Upper Saddle River, NJ: Prentice-Hall, Inc.
Felson, M., & Spaeth, J. L. (1978). Community Structure and Collaborative Consumption: A Routine Activity Approach. American Behavioral Scientist, 21(4), 614-624.
Gansky, L. (2010). The Mesh: Why the Future of Business Is Sharing. New York, NY: Penguin Publishing Group.
Gardete, P. M. (2015). Social Effects in the In-Flight Marketplace: Characterization and Managerial Implications. Journal of Marketing Research, 52(3), 360-374.
Green, P. (2016). After Etsy, Scratching an Itch. The New York Times.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers’Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2), 46-59.
Hall, R. E., & Mishkin, F. S. (1982). The Sensitivity of Consumption to Transitory Income: Estimates from Panel Data on Households. Econometrica, 50(2), 461-481.
Hamari, J., Sjöklint, M., & Ukkonen, A. (2015). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.
Hennig-Thurau, T., Hennig, V., & Sattler, H. (2007). Consumer File Sharing of Motion Pictures. Journal of Marketing, 71(4), 1-18.
Hicks, M. S. (2017). Flexible jobs give workers choices. Monthly Labor Review, 1-2.
Horton, J. J., & Zeckhauser, R. J. (2016). Owning, Using and Renting: Some Simple Economics of the “Sharing Economy,” (National Bureau of Economic Research Working Paper, No. 22029).
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York, NY: John Wiley and Sons.
John, N. A. (2013). Sharing, Collaborative Consumption and Web 2.0 (LSE Electronic Working Paper, No.26).
Kahn, B. E., & Isen, A. M. (1993). The Influence of Positive Affect on Variety Seeing Among Safe, Enjoyable Products. Journal of Consumer Research, 20(2), 257-270.
Lamberton, C., & Rose, R. (2012). When Is Ours Better Than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems. Journal of Marketing, 76(4), 109-125.
Lee, S., & Cho, Y. C. (2018, February). Investigating the Impact of Justice Dimension and Perceived Value on Customer Satisfaction for Sharing Economy of Accommodation. Journal of Marketing Thought, 4(4).
Lessig, L. (2008). Remix: Making Art and Commerce Thrive in the Hybrid Economy. New York, NY: Penguin Publishing Group.
Lyubomirsky, S., King, L., & Diener, E. (2005). The Benefits of Frequent Positive Affect: Does Happiness Lead to Success? Psychological Bulletin, 131(6), 803-855.
Mang, P. Y., & Wilt, W. M. (2013). Insurance in the Sharing Economy. Avarie Capital, LLC & Assured Research, LLC.
Mason, P. (2015). PostCapitalism: A Guide to Our Future. New York, NY: Farrar, Straus & Giroux.
Mintona, A. P., & Roseb, R. L. (1997). The Effects of Environmental Concern on Environmentally Friendly Consumer Behavior: An Exploratory Study. Journal of Business Research, 40(1), 37-48.
Morris, J. D., Woo, C., Geason, J. A., & Kim, J. (2002). The Power of Affect, Journal of Advertising Research, 42(3), 7-17.
Mont, O. (2004). Institutionalization of Sustainable Consumption Patterns Based on Shared Use. Ecological Economics, 50(1-2), 135-153.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 46-49.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Armonk, NY: Emerald Group Publishing Limited
Ostrom, E. (1990). Governing the Commons: The Evolution of Institutions for Collective Action. Cambridge, UK: Cambridge University Press.
Ostrom, E. (2003). How Types of Goods and Property Rights Jointly Affect Collective Action. Journal of Theoretical Politics, 15(3), 230-270.
Parameswaran, M., & Whinston, A. B. (2007). Social Computing: An Overview. Communications of the Association for Information System, 19(1), 37.
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W. E., Luchs, M. G., Ozanne, L. K., & Thøgersen, J. (2011). Sustainable Consumption: Opportunities for Consumer Research and Public Policy. Journal of Public Policy &Marketing, 30(1), 31-38.
Raymond, E. S. (1999). The Cathedral and the Bazaar:Musings on Linux and Open Source by an Accidental Revolutionary. Sebastopol, CA: O’Reilly & Associates.
Rifkin, J. (2014a). The Rise of Anti-Capitalism. The New York Times.
Rifkin, J. (2014b). The Zero Marginal Cost Society: The Internet of Things, the Collaborative Commons, and the Eclipse of Capitalism. New York, NY: Palgrave Macmillan.
Sachs, J. D. (2017). Building the New American Economy: smart, fair, and sustainable. New York, NY:Columbia University Press.
Schor, J. B., Walker, E. T., Lee, C. W., Parigi, P., & Cook, K. (2015). On the Sharing Economy. SAGE Journals, 14(1), 12-19.
Stephany, A. (2015). The business of sharing: making in the new sharing economy. Hampshire, England:Palgrave Macmillan.
Sundararajan, A. (2013). From Zipcar to the Sharing Economy. Harvard Business Review.
Sundararajan, A. (2014). Trusting the ‘Sharing Economy’to Regulate Itself. The New York Times.
Sundararajan, A. (2016). The Sharing Economy: The End of Employment and the Rise of Crowd-Based Capitalism. Cambridge, MA: The MIT Press.
Swan, J. E., & Combs, L. J. (1976). Product Performance and Consumer Satisfaction: A New Concept. Journal of Marketing, 40(2), 25-33.
Thaler, R. H. (2008). Mental Accounting and Consumer Choice. Marketing Science, 27(1), 15-25.
Uchitelle, L. (2009). U.S. Lost 2.6 Million Jobs in 2008. New York Times.
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186-204.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology:Toward a Unified View. MIS Quarterly, 27(3), 425-478.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157-178.
Wasko, M., & Faraj, S. (2005). Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice. MIS Quarterly, 29(1), 35-57.
Weber, T. A. (2016). Product Pricing in a Peer-to-Peer Economy. Journal of Management Information Systems, 33(2), 573-596.
Wirtz, J., & Lwin, M. O. (2009). Regulatory Focus Theory, Trust, and Privacy Concern. Journal of Service Research, 12(2), 190-207.
Yang, H., & Lai, C. (2010). Motivations of Wikipedia content contributors. Computers in Human Behavior, 26(6), 1377-1383.
Zervas, G., Proserpio, D., & Byers, J. W. (2017). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry. Journal of Marketing Research, 54(5), 687-705.