A major pattern of non‐ownership consumption is “simultaneous sharing,” whereby customers simultaneously share the same resource in either a virtual or physical setting...
Françoise Simon et Claire Roederer
A major pattern of non‐ownership consumption is “simultaneous sharing,” whereby customers simultaneously share the same resource in either a virtual or physical setting. By integrating the literature on customer value and the psychology of autonomy, this study proposes a theoretical model of the simultaneous sharing experience that balances the benefits and social intrusiveness of sharer agency. Based on data that were collected from members of a collaborative platform dedicated to flat sharing and analyzed through structural equation modeling, social intrusiveness is found to be a pervasive phenomenon that strongly impairs customer satisfaction, whereas communal benefits, as reflected by enjoyment, companionship, informational guidance, and emotional support, enhance it. As a major antecedent of both communal benefits and intrusiveness, perceived homophily nourishes satisfaction, however, customer age may reduce the buffering influence of perceived homophily on intrusiveness, whereas an additional positive effect on communal benefits is associated with the sharer social integrative motive. The implications of this study are significant for customer experience and commercial sharing consumption research.
Pour citer cet article :
Simon, F. & Roederer, C. (2019), When social intrusiveness depletes customer value: a balanced perspective on the agency of simultaneous sharers in a commercial sharing experience, Psychology & Marketing, 36, 1082–1097
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