Access-Based Consumption: The Case of Car Sharing
Access-Based Consumption: The Case of Car Sharing
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DOI：
10.1086/666376
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发表时间：
2012-12-01
影响因子：
7.2
通讯作者：
Eckhardt, Giana M.
中科院分区：
文献类型：
--
作者：
Bardhi, Fleura;Eckhardt, Giana M.
基于交易的消费被定义为可以通过市场中介进行但不发生所有权转移的交易，这种消费正变得越来越流行，但还没有很好的理论化。本研究探讨了访问的性质，因为它与所有权和共享，特别是消费者-对象，消费者-消费者和消费者-营销者的关系。六个维度被确定为访问为基础的消费场景的范围之间进行区分：时间性，匿名性，市场中介，消费者参与，访问对象的类型，和政治消费主义。通过对Zipcar消费者的解释性研究，在汽车共享的背景下研究了基于网络的消费。这些方面的背景下，汽车共享的四个结果：缺乏识别，不同的使用和符号价值的意义，负互惠导致的大哥模式的治理，和品牌社区的威慑。我们的研究结果对理解交换，消费和品牌社区的性质的影响进行了讨论。
Access-based consumption, defined as transactions that can be market mediated but where no transfer of ownership takes place, is becoming increasingly popular, yet it is not well theorized. This study examines the nature of access as it contrasts to ownership and sharing, specifically the consumer-object, consumer-consumer, and consumer-marketer relationships. Six dimensions are identified to distinguish among the range of access-based consumptionscapes: temporality, anonymity, market mediation, consumer involvement, the type of accessed object, and political consumerism. Access-based consumption is examined in the context of car sharing via an interpretive study of Zipcar consumers. Four outcomes of these dimensions in the context of car sharing are identified: lack of identification, varying significance of use and sign value, negative reciprocity resulting in a big-brother model of governance, and a deterrence of brand community. The implications of our findings for understanding the nature of exchange, consumption, and brand community are discussed.