To Share or Not to Share? Differing Motivations and Deterrents in Two Collaborative Consumption Modes

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Collaborative consumption (CC) or sharing economy—where consumers share access to cars, clothes, lodging, and other commodities—has gained tremendous popularity in recent years. In the fashion industry, the CC market is manifested by two distinct modes of exchange: access-based ownership and transfer of ownership. Although the business models of the two modes are different, most prior research has not distinguished between the two exchange contexts. In order for CC companies to develop more finely-tuned strategies, the purpose of this study is to explore consumers’ motivations for and deterrents against participation in collaborative fashion consumption across the two sharing modes, as well as to investigate consumers’ experiences with each mode.