Do prosumers behave differently from other consumers on collaborative consumption platforms?

What is it about?

This paper aims at studying the digital platforms for collaborative consumption (CC) and, namely, the different roles of the involved actors. Particularly, we aim at investigating the emerging role played by prosumers and their influence on the active participation and growth of CC-platforms. This study uses a PLS-SEM and a fuzzy set qualitative comparative analysis (fsQCA). The sample includes 6,388 answers from the Flash Eurobarometer survey 467 implemented in all EU countries by the European Commission. The PLS-SEM findings suggest that prosumers are more likely than consumers to recommend and offer services through CC-platforms. Furthermore, previous experience positively affects the switch from consumers to prosumers. The moderation analysis of age and gender suggests that older users and female users have a lower intention to offer services on CC-platforms. The fsQCA suggests that only the economic advantages affect the switchover decision. This study deepens the hitherto unexplored prosumer role in CC-platforms and its antecedents and drivers. The main limitations concern the generalizability outside of EU, the unbalanced covering of sectors and the number of moderator variables. Prosumers act as golden actors because they contribute to enlarge both the customer base (through recommendations) and the provider base (through offering intention). Hence, managers should focus on prosumers’ experience to increase critical mass and positive externalities of CC-platforms. This study contributes to understand the ‘golden’ role of prosumers in the growth of CC-platforms, providing more robust results through a cross-country and mixed-method research.

Featured Image