Collaborative Consumption: Strategic and Economic Implications of Product Sharing

• 成果类型: Article
• 署名作者: Jiang, Baojun; Tian, Lin
• 署名单位: Washington University (WUSTL); Shanghai University of Finance & Economics
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2016.2647
• 发表日期: 2018
• 页码: 1171-1188
• 关键词: collaborative consumption; Product Sharing; pricing; Sharing economy; peer to peer; QUALITY

摘要

Recent technological advances in online and mobile communications have enabled collaborative consumption or product sharing among consumers on a massive scale. Collaborative consumption has emerged as a major trend as the global economic recession and social concerns about consumption sustainability lead consumers and society as a whole to explore more efficient use of resources and products. We develop an analytical framework to examine the strategic and economic impact of product sharing among consumers. Aconsumer who purchased a firm's product can derive different usage values across different usage periods. In a period with low self-use value, the consumer may generate some income by renting out her purchased product through a third-party sharing platform as long as the rental fee net of transaction costs exceeds her own self-use value. Our analysis shows that transaction costs in the sharing market have a nonmonotonic effect on the firm's profits, consumer surplus, and social welfare. We find that when the firm strategically chooses its retail price, consumers' sharing of products with high marginal costs is a win-win situation for the firm and the consumers, whereas their sharing of products with low marginal costs can be a lose-lose situation. Furthermore, in the presence of the sharing market, the firm will find it optimal to strategically increase its quality, leading to higher profits but lower consumer surplus.