iin mayasari(1*), Handrix Chris Haryanto(2)

(1) paramadina university
(2) Paramadina University
(*) Corresponding Author


The aim of this study was to analyze the motivational factors of collaborative consumption in the era of the sharing economy, as a part of consumers’ behavior by online media platforms. Collaborative consumption is about people’s willingness to share and to collaborate to meet certain needs. The study used the qualitative method with interviews for the data’s collection. The context of the study was using consumers who had experience of using Airbnb, Go-Jek, and selling their product via online media. Twenty-four respondents were obtained for the interviews. The length of each interview was approximately 1.5 hours. The analysis of this shifting consumption across its different facets provided an analysis of the motivational aspect of sharing resources, and the change in consumer consumption patterns. The motivational research examined the underlying reasons for consumers to act, and to undertake collaborative consumption; home sharing and selling second-hand goods were analyzed from the perspectives of their economic aspects, utility reasons, social orientation, emotional aspects, ecological aspects and personal values.


collaborative consumption, motivational factors

Full Text:



Ahuvia, A., and N. Wong. 2002. Personality and values based materialism: Their relationship and origins. Journal of Consumer Psychology 12 (4): 389-402.

Arnould, E. J., and C. J. Thompson. 2005. Consumer culture theory: Twenty years of research. Journal of Consumer Research 31: 868-877.

Babin, B. J., W. R. Darden, and M. Griffin. 1994. Work and/or fun: Measuring hedonic and utilitarian shopping values. Journal of Consumer Research 20: 644-656.

Bardhi, F., and G. M. Eckhardt. 2012. Access-based consumption: The case of car sharing. Journal of Consumer Research 39 (4): 881-898.

Bauwens, M., N. Mendoza, and F. Iacomella. 2012. Synthetic Overview of the Collaborative Economy. Accessed on 03/04/2017.

Becherer, R. C., and D. Halstead. 2004. Characteristics and internet marketing strategies of online auction sellers. Internet Journal of Internet Marketing and Advertising 1 (1): 24-37.

Belk, R. W. 2007. Why not share rather than own? Paper presented at the Annals of the American Academy of Political and Social Science.

Belk, R. W.2010. Sharing. Journal of Consumer Research 36: 715-734.

Belk, R. W. 2014. You are what you can access: Sharing and collaborative consumption online. Journal of Business Research 67 (8): 1595-1600.

Binninger, A.S., N. Ourahmoune, and I. Robert. 2015. Collaborative consumption and sustainability: A discursive analysis of consumer representations. The Journal of Applied Business Research 31 (3): 969-985.

Bloch, P. H., and M. L. Richins. 1983. A theoretical model for the study of product importance perceptions. Journal of Marketing 47: 69-81.

Botsman, R., and R. Rogers. 2010. The Rise of Collaborative Consumption. New York: Harper Collins.

Botsman, R. 2014. Sharing is not just for start-ups. Harvard Business Review 92 (9): 23-26.

Botsman, R. 2015. The rise of collaborative consumption. Aspire (October-November): 16-20.

Cheng, Y. M. 2015.Towards an understanding of the factors affecting m-learning acceptance: Roles of technological characteristics and compatibility. Asia Pacific Management Review 20: 109-119.

Christou, E., and P. Kassianidis. 2002. Consumer’s perception and adoption of online buying for travel products. Journal of Travel and Tourism Marketing 12 (4): 94-107.

Csikszentmihalyi, M., and K. Rathunde. 1993. The measurement of flow in everyday life: Toward a theory of emergent motivation. In J. E. Jacobs (Eds.), Development Perspectives on MotivationL 57-97. Lincoln: University of Nebraska Press.

Davis, F. D., R. P. Bagozzi, and P. R. Warshaw. 1989. User acceptance of computer technology: A comparison of two theoretical models. Management Science 35 (8): 982-1003.

Denegri-Knott, J. 2011. Have it now: Ebay and the acceleration of consumer desire. European Advances in Consumer Research 9: 373-379.

Ertz, M., F. Durif, and M. Arcand. 2015. Online product disposition on the rise-the specific case of online resale. Marketing Review St Gallen 5: 66-74.

Evans D., and T. Jackson. 2008. Sustainable consumption: Perspective from social and cultural theory. Working Paper. Research Group on Lifestyles, Values and the Environment, Centre for Environmental Strategy, University of Surrey.


Felson, M., and J. L. Spaeth. 1978. Community structure and collaborative consumption: A routine activity approach. American Behavioral Scientist 21 (4): 614-624.

Fitzmaurice, J., and C. Comegys. 2006. Materialism and social consumption. Journal of Marketing Theory and Practice 14 (4): 287-299.

Frenken, K.; T. Meelen, M. Arets, and P. van de Glind. 2015. Smarter Regulation for the Sharing Economy. Accessed on 13/03/2017 via 

Garcia, H. 2013. Consumption 2.0. The Futurist 47 (1): 6-8.

Gardner, J. 2013. What is the new sharing economy. Forbes, http// Access on 07/28/2017.

Guiot, D., and D. Roux. 2010. A second-hand shoppers’motivaton scale: Antecedents, consequences, and implications for retailers. Journal of Retailing, 86(4): 383-399.

Guttentag, D. A. 2016. Why tourists choose Airbnb: A motivation-based segmentation study underpinned by innovation concept. Unpublished Master Thesis. University of Waterloo, Canada.

Hamari, J., M. Sjoklint, and A. Ukkonen. 2015. The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology 67 (9): 2047-2059.

Henten, A. H. and I. M. Windekilde. 2016. Transaction costs and the sharing economy. Emerald Group Publishing Limited 18 (1): 1-15.

Hines, J. M., H. R. Hungerford, and A. N. Tomera. 1987. Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. The Journal of Environmental Education, 18 (2): 1-8.

Jacoby, J., C. K. Berning, and T. D. Dietvorst. 1977. What about disposition? Journal of Marketing 41 (2): 22-28.

Kansal, P. 2016. Perceived risk and technology acceptance model in self-service banking: A study on the nature of mediation. South Asian Journal of Management 23 (2): 51-71.

Katz-Gerrom, T., I. Greenspan, H. Fermida, and L. Hoon-Young. 2017. The relationship between value types and environmental behavior in four countries: Universalism, benevolence, conformity, and biospheric values revisited. Enviromental Values 26 (2): 223-249.

Kaushik, A. K., and Z. Rahman. 2015. An alternative model of self-service retail technology adoption. Journal of Service Marketing 29 (5): 406-420.

Lawson, S. 2010. Transumers: Motivations of non-ownership consumption. Advances in consumer research 37: 842-843.

Lemaitre, N., and V. de Barnier. 2015. When consumers become merchants: Motivations, experience, production and prospects. Decision Marketing 78: 1-18.

Liem, C. 2015. The Rise of the Sharing Economy in Indonesia. Accessed on 03/24/ 2017.

Luchs, M. G., R. W. Naylor, R. L. Rose, J. R. Catlin, R. Gau, and S. Kapitan. 2011. Toward a sustainable marketplace: Expanding options and benefits for consumers. Journal of Research for Consumers 19 (1): 1-12.

Marakarkandy, B., N. Yajnik, and C. Dasgupta. 2017. Enabling internet banking adoption: An empirical examination with augmented technology acceptance model. Journal of Enterprise Information Management 30 (2): 263-294.

Mathwick, C., N. Malhotra, and E. Rigdon. 2001. Experiential value: Conceptualization, measurement and appreciation in the catalog and internet shopping environment. Journal of Retailing 77: 39-56.

Matzler, K., V. Veider, and W. Kathan. 2015. Adapting to the sharing economy. MIT Sloan Management Review 56 (2): 71-77.

Mayasari, I., H. C. Haryanto, and I. Wiadi. 2017. The qualitative analysis of motivational factors of Airbnb as collaborative consumption in the era of economic sharing. Paper presented at Gunadarma University International Conference, On Digital Economy Enhancement for Accelerating Sustainable Development Goals Achievement.

Murphy, S. L., and S. Liao. 2013. Consumers as resellers: Exploring the entrepreneurial mind of north American consumers reselling online. International Journal of Business and Information 8 (2): 183-224.

Owyang, J., A. Samuel, and A. Grenville. 2015. Sharing Is the New Buying: How to Win in the Collaborative Economy. A study prepared by Vision Critical and Crowd Companies, accessed on 04/24/2017.

Pedersen, E. R. G., and S. Netter. 2015. Collaborative consumption: Business model opportunities and barriers for fashion libraries. Journal of Fashion Marketing and Management 19 (3): 258-273.

Posen, H. A. 2015. Should regulators impose Uber regulations on Uber? IOWA Law Review 405: 406-432.

Puschmann, T., and R. Alt. 2016. Sharing economy. Business Information System Engineering 58 (1): 93-99.

Rakic, M., and B. Rakic. 2015. Sustainable lifestyle marketing of individuals: The base of sustainability. Sustainable Business Marketing 17 (40): 891-906.

Rasmussen, T. A. 2014. Experience and sustainable consumption. The Journal of Transdisciplinary Environmental Studies 13 (1): 4-13.

Rintamaki, T, A. Kanto, H. Kuusela, and M. Spence. 2007. Decomposing the value of department shopping into utilitarian, hedonic, and social dimensions. International Journal of Retail and Distribution Management 34 (91):1-23.

Rodrigues, R., and P. Druschel. 2010. Peer to peer systems. Communications of the AMC 53 (10): 72-82.

Rosenberg, T. 2013. It’s not just nice to share, it’s the future. The New York Times. Accessed on 07/28/2017

Ryan, R. M., and E. L. Deci. 2000. Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist 55 (1): 68-78.

Schiffman, L., and L. Kanuk. 2015. Consumer Behavior (11 ed.). New Jersey: Prentice Hall.

Scholl, G. 2014. Collaborative Consumption and the Consumer. Accessed 24/4/217.

Schiel, F. 2015. The phenomenon of the sharing economy in Germany: Consumer motivations for participating in collaborative consumption schemes. Unpublished Master Thesis, University of Twente.

Schor, J. B., and C. J. Fitzmaurice. 2015. Collaborating and connecting: The emergence of the sharing economy. In Lucia Reisch and John Thogersen (Ed.), Handbook on Research on Sustainable Consumption. Cheltenham, UK: Edward Elgar.

Schwartz, S. H., and W. Bilsky. 1987. Toward a universal psychological structure of human values. Journal of Personality and Social Psychology 53 (3): 550-562.

Sindhav, B., and P. T. Adidam. 2012. Hedonic and utilitarian values of a service experience with a nonprofit: The role of identification. International Management Review 8 (1): 37-42.

Steenhaut, S., and P. van Kenhove. 2006. An empirical investigation of the relationships among a consumer’s personal values, ethical ideology, and ethical beliefs. Journal of Business Ethics 64 (2): 137-155.

The Guardian. 2016. The world's Worst Traffic: can Jakarta Find an Alternative to the Car? Accessed June 24, 2017.

Tsui, K. K. 2016. Economic explanation: From sharecropping to the sharing economy. Man in the Economy 3 (1): 77-96.

van der Heijden, H. 2004. User acceptance of hedonic information systems. MIS Quarterly 28 (4): 695-704.


Article Metrics

Abstract views : 290 | views : 248


  • There are currently no refbacks.

Copyright (c) 2019 Gadjah Mada International Journal of Business

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Gadjah Mada International Journal of Business indexed in:  
    Google Scholar WorldCat  Harvard Library The University of Manchester University of Oxford