Role transitions at the prosumer level: spillover effects in the collaborative economy from an interactive marketing perspective

Abstract

PurposeThe purpose of this study is to examine the process underlying how consumers shift roles from users to suppliers of goods or services in the collaborative economy (CE). It examines quantatively the impact of a series of explanatory variables underlying that switchover process.Design/methodology/approachThis study identifies and tests the key factors that motivate the user-provider transition by introducing the spillover effect from the proenvironmental literature into collaborative practices and using four experimental designs. Considering behavioral characteristics, context, intrinsic variables and socialization, this study provides an in-depth understanding of the process of transition from user to supplier in the CE.FindingsThe results suggest the interactive nature of the spillover as peer influence boosts changes in individual motivations, preferences and behaviors. Furthermore, promoting solidarity between members of the CE platform facilitates the transition of participants from users to providers. In addition, the users’ perception of socialization, satisfaction and sense of indebtedness may also play a significant role in the transition.Research limitations/implicationsThe study highlights the process underlying the switchover from user to provider at the prosumer level. More specifically, this study identifies key variables influencing the intention to switchover in the CE by drawing on the spillover effect from pro-environmental behavior and considering the spillover as an interactive process.Practical implicationsManagers who wish to develop collaborative systems must attract a critical mass of providers to ensure the viability of their systems. Instead of recruiting new providers, managers may convert existing users into providers. This study identifies the key variables to modulate to this end.Originality/valueThe findings offer important managerial implications and shed new light on the CE literature.