Abstract
This study aimed to identify strategy characteristics for sustainable competitive advantage in businesses utilizing the sharing economy (SE) and to investigate whether such strategy characteristics are related to creating shared value (CSV) and performance. A total of 631 participants who had used goods and services of SE businesses were selected as the unit of analysis in reference to the components of business-to-peer (B2P) and peer-to-peer (P2P) SE business models. Reliability, validity, and goodness-of-fit tests and path analysis were performed using SPSS and AMOS statistical packages. The following results were obtained. First, regarding the relationship between strategy characteristics for sustainable competitive advantage and “social congruence,” which is related to creating shared value, this variable was significantly influenced by “value network” in the B2P model and “strategic innovation” and “strategic resources” in the P2P model. Second, regarding relationship with the aforementioned strategy characteristics and “value of information sharing,” the latter variable was significantly influenced by “moment of truth,” “strategic innovation,” and “value network” in the B2P model, and “moment of truth,” “strategic resources,” and “value network” in the P2P model. Third, regarding the relationship among variables related to CSV and their contribution to performance, “social value congruence” was affected by “value of information sharing,” and these variables had significant effects on “value of participation” in both models. Only “value of participation” made a significant contribution to “performance.”
Highlights
A sharing economy (SE) is an economic system based on collaborative consumption in which goods, when produced, are shared by different parties [1,2]
This study aimed to identify strategy characteristics implemented by standard error (SE) businesses to secure sustainable competitive advantage and to investigate the impacts of such strategy characteristics on creating shared value, and performance
“strategic resources” had no significant effects on “value of information sharing” (β = 0.109, critical ratio (CR) = 1.231, p = 0.219) Third, in the analysis of the relationships among variables related to creating shared value and their contribution to performance, “social value congruence” exerted significant effects on “value of information sharing” (β = 0.377, CR = 7.157, p = 0.000) and “value of participation” (β = 0.540, CR = 11.717, p = 0.000), while “value of information sharing” had significant effects on “value of participation” (β = 0.230, CR = 4.999, p = 0.000), which in turn significantly contributed to “performance” (β = 0.370, CR = 6.997, p = 0.000)
Summary
A sharing economy (SE) is an economic system based on collaborative consumption in which goods, when produced, are shared by different parties [1,2]. The variety of shared resources and business models are becoming more diverse in response to the demand in the information and communication era beyond tangible goods, services, and labor force to include data, information and knowledge, ideas, and digital content. Under such conditions, the establishment of cultural settings and movement towards social benefits and welfare infrastructure through SE requires a better understanding of the market and patterns of consumer behavior, which can be obtained through an empirical investigation of the characteristics of consumers participating in collaborative consumption and other variables [5]
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