Communities of benefit exchange – A new taxonomy of alternative consumption practices

Abstract

AbstractThe consumer landscape is changing, with traditional behaviours, channels and models of commerce evolving rapidly. This has resulted in an increasingly disruptive landscape for businesses. One example is the growth of communities of consumers who collaborate through diverse and non‐conventional channels (often focused on specific needs or interests) to engage in information seeking and giving, socialisation, resource sharing and trade. This emerging field of research presents challenges due to the diverse and fragmented theory base available to explore, explain and analyse the phenomena we position in alternative consumption literature. In this paper, we address this challenge in the form of a Communities of Benefit Exchange (CoBE) taxonomy of exchange dimensions detailing purpose, nature of gain and benefit, channel and level of interaction and entity structure evident for consumers who participate in this practice.