Factors, Influencing Consumer's Decision to Participate in Sharing Economy on the Example of the Carsharing Company

This master's dissertation is devoted to the study of the factors influencing the decision to participate in joint consumption using the example of the services of carsharing. The purpose of this thesis is to identify and assess the impact of the underlying drivers and barriers to accession, continue and increase participation in the collaboration consumption of cars, and then provide recommendations to the grocery companies to improve their marketing strategy. Investigations devoted to the analysis of factors influencing the decision of consumers to participate in the collaboration consumption of the services of card-sharing are practically nonexistent, especially for the Russian market, which is the reason for the novelty of this work. The empirical part of the study includes two blocks. The first is devoted to the quantitative evaluation of the use of shared consumption services identified by foreign educational factors. The second block includes two stages: qualitative (auxiliary method, in-depth interviews) and quantitative (main method, online survey). It is necessary for understanding how the companies should form their services in order to improve customer experience, as the competition between services is growing. If the general population for the first block is people who have ever used the services of carsharing in Moscow, then for the second active users of services. The sample size of the first was 409 people, the second - 114. Theoretical significance consists in the adaptation of all previously studied drivers and barriers to collaborative consumption for the services of the carsharing as well as the identification of user groups that are with identified factors. Practical significance is in the possibility of using recommendations to improve the operation of services, taking into account the interests of different groups of users, as well as in the application for their company, of a developed model for assessing the attributes of satisfaction