Abstract

The emerging market model of collaborative consumption, where underused resources can be collaboratively shared between consumers, is proving to be an increasingly profitable commercial business concept encouraging traditional non-sharing firms to seek models of shared access for their consumers. In terms of consumption reduction, however, the concept has seen slower uptake among consumers. For example, despite the promotion of car sharing and public transportation solutions, cities around the world report increasing car use and an increasing concentration of businesses in urban areas demanding parking spaces. Where it is known that private vehicle use in urban centers persists, this study explores consumer attitude and behavioral intention toward collaborative consumption of shared services, in the context of personal transport and the built, inner-city environment. The study reports survey data gathered from self-driving employees of businesses located in congested urban areas. Six motivational determinants of collaborative consumption and how they influence attitude and intention toward two different shared parking scenarios were explored using regression analysis. In this study, shared carparks are treated as an incremental step toward shifting more stubborn user perceptions of access over ownership in urban transport, as well as a solution to one aspect of the problems associated with increased urban density and underused land resources. Overall, the study finds a strong relationship between perceptions of ownership and risk reduction, with access models that protect a “primary” user, and allow for user flexibility, preferred by respondents. This offers clear guidelines for the development of successful shared space options in the parking context but can also be extended to other sharing service solutions.

Highlights

  • The sharing, or access economy is a hybrid market model between owning and gift giving, characterized by multiple modes of exchange that operate at the intersection between market and non-market economies [1]

  • For car-parking Scenario One, the shared access model, motivational determinants of collaborative consumption (CC) accounted for 29.5% of the variance in attitude toward the shared car-parking service, and 44.5% of the variance in behavioral intention to use the service

  • With the main aim of the research at hand being to seek an understanding of the range of attitudes and intentions toward shared car parking, the findings of this study indicate the influence that different motivational determinants of CC have in this context

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Summary

Introduction

The sharing, or access economy is a hybrid market model between owning and gift giving, characterized by multiple modes of exchange that operate at the intersection between market and non-market economies [1]. The sharing economy is characterized by temporarily accessing goods and services in place of owning them and is ideal for assets that have frequent idle capacity [2,3]. Urban centers are more crowded than ever, and land resources are strained. Where access models such as car sharing or public transportation are encouraged to reduce on-road congestion, there remains the problem of allocation of land resources to effectively idle property (that of private car parks, not always used for the duration of a workday). New Zealand, in a similar fashion to North America [10], has a private car orientation, with public transportation viewed as a service for particular social segments. Building legislation in New Zealand mandates a relatively high number of parking spaces per building, increasing the already urgent pressure on land in urban centers (e.g., 1 park/40 m2 gross floor area for office buildings, one park/20 m2 for retail spaces less than 5000 m2, 1 park/20 m2 for supermarkets and one park/10 m2 for restaurants, bars and cafes) [11]

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