An Examination of Generational Differences in the Sharing Economy: Understanding the Motivations of Idle Asset Owners and Their Impact on Peer-to-Peer Platform Management

Abstract

Background/Purpose: This research examines the dynamics of sharing idle assets on peer-to-peer (P2P) platforms within the sharing economy, focusing on understanding the motivational factors that influence asset owners across generations. Platforms that know what motivates asset owners to enter the sharing economy can more effectively set up and manage marketing communications and gain a competitive advantage.
Methods: A mixed-methods approach has been adopted, which includes both quantitative and qualitative data collection and analysis. The analytical tools used include descriptive statistics, Kruskal-Wallis test, PCA and Welch ANOVA.
Results: We identified four motivation factors. We found out that supply-side generational marketing is appropriate to use if the marketing message targets opportunistic factors (completely new) or social factors; for user-related and social factors, generational marketing is unnecessary, i.e., P2P platforms do not need to distinguish the segment they are targeting with the marketing communication.
Conclusion: This research reveals how generational differences impact motivations to participate in the sharing economy, aiding P2P platform management. It offers a novel, comparative analysis of generational motivators, enriching sharing economy literature and providing practical insights for targeting different generations effectively. Understanding the motivations of idle asset owners is key to managing the business of P2P platforms.

Keywords: Consumer behaviour, Generation, Management, Marketing, P2P, Sharing economy
JEL Classification: D16, E21, M31