The Sharing Economy. Die Motivation der Verbraucher zur Teilnahme an kollaborativen Konsumformen
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Masterarbeit aus dem Jahr 2017 im Fachbereich BWL - Allgemeines, Note: 1,3, Hochschule Fresenius München, Sprache: Deutsch, Abstract: Die steigende Weltbevölkerung im Zusammenspiel mit der zunehmenden Ressourcenverschwendung stellt die Menschheit vor immer grö ere Probleme. Im Laufe der Zeit wurden im Rahmen von Klimakonferenzen viele Lösungsansätze diskutiert, jedoch hat noch keine beschlossene Ma nahme vollständig gegriffen und die Problemstellung wird von Tag zu Tag komplexer. Ein Megatrend mit dem Namen Sharing Economy macht nun Hoffnung auf Abhilfe. Die Sharing Economy beschreibt ein Wirtschaftsmodell, welches den kollaborativen Konsum zum Ziel hat. Das Prinzip dahinter lautet: "Nutzen statt Besitzen". Die vorliegende Thesis hat zur Aufgabe, diesen Megatrend zu untersuchen. Dabei liegt der Schwerpunkt der Arbeit auf der Analyse der Motivation der Verbraucher zur Teilnahme an der Sharing Economy. Hierbei werden zunächst die Grundlagen der Sharing Economy erläutert, um ein hinreichendes Verständnis für die Thematik zu erzielen. Für ein ganzheitliches Verständnis über das Schwerpunktthema dieser Arbeit, folgt auf die Grundlagen der Sharing Economy ein theoretischer Exkurs über die Motivation von Verbrauchern. Die Erörterung der Motivation der Verbraucher zur Teilnahme an der Sharing Economy erfolgt über eine empirische Untersuchung. Um die Validität und Aussagekraft der empirischen Untersuchung zu erhöhen, werden die Ergebnisse mit anderen Studien über die Thematik verglichen. Abgerundet wird die Thesis mit der Darstellung von Handlungsempfehlungen und Kritikpunkten über die Sharing Economy.
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