Year of Graduation
Sharing Economy Customers Segmentation Based on Drivers and Impediments in the Russian Market
This research deals with the sharing economy notion, which is defined by Ratchel Botsman and Roo Rogers as “an economic model based on sharing underutilized assets from spaces to skills to stuff for monetary or non-monetary benefits”. The study examines sharing economy in Russian market using a quantitative research targeting mainly on segmentation of its users based on the motives frame. Core investigation is conducted through dimension reduction analysis on the basis of Theory of Planned Behavior in conjunction with Technology Acceptance Model. After revealing the key factors of the participation in sharing economy, its users are segmented by dint of cluster analysis. Basing on gained clusters the work attempts to give practical recommendations on the topic.