Investigating the disruptiveness of the sharing economy at the individual consumer level: How consumer reflexivity drives re-engagement in sharing.

Abstract

The sharing economy represents an emerging technology-enabled socioeconomic system. Given its disruptive nature, the sharing economy not only challenges traditional marketing theories but also alters consumer norms and beliefs related to consumption concepts. Whether, when, and how the sharing economy transforms consumption remain important questions for managers to investigate. This study examines how sharing experiences influence consumers' critical self-reflection and shape their intentions to re-engage in sharing practices. With data collected fromtwo surveys and four experiments (including three pretests and one main study), we show that consumers' perceived economic utility, social value, and sustainability potential in the sharing economy influence their intentions to re-engage in sharing practices, thus forming a loyal customer base. In addition, consumer reflexivity mediates this effect. We also show that past experience with business-to-consumer sharing practices moderates the proposed mediating effect. Overall, we demonstrate the disruptive impact of the sharing economy on individual consumers with meaningful managerial implications and contributions to marketing theories.