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Serbian Journal of Management 16 (1) (2021) 103 - 124SerbianJournalofManagementwww.sjm06.comThe erA of shAring economy: fAcTors ThAT influenceThe behAviorAl inTenTions of user And provider TopArTicipATe in peer-To-peer shAring economyAleem raza*, muhammad Asif and samia AyyubUniversity of Veterinary and Animal Sciences, UVAS Business School,Lahore 54000, Pakistan(Received 18 December 2019; accepted 30 June 2020)AbstractThe Sharing Economy is a fastest growing and heavily debated Socio economic model. In theplatform-based sharing economy, the provider provides the service and the consumer using theservice from a two-sided market. However, there is a lack of studies that cover the both sides ofplatform based sharing market. This study aims to examine the effect of Indulgence, trust, economicbenefit, social interaction, enjoyment and sustainability on user and provider intention to engage inpeer-to-peer sharing. This explanatory study uses a quantitative methodology involving datacollection through structured questionnaire from service users (n 220) and service providers (n 170)of Uber and Careem by adopting snowball sampling technique. Structured Equation Modeling (SEM)was applied to analyze data by using AMOS 24. The empirical results of this study indicate thatindulgence, social interaction, economic benefit and enjoyment have significant positive associationwith user and provider intention. Further, a positive relationship was found between provider trust inuser and provider intention to engage in peer-to-peer sharing. This study makes its significantcontribution by providing new insights to literature and practice by studying two sided market. Inaddition the study explored the effect of indulgence on peer-to-peer sharing intention which is foundyet to be explored in the literature. This study suggests practical implications for the Marketingmanagers to develop effective platform business strategies and marketing campaigns in accordancewith the individuals’ intention to engage in sharing.Keywords: sharing economy, peer-to-peer sharing, intention, indulgence, sustainability, economicbenefits, social interaction* Corresponding author: aleemraxa@outlook.comdoi: 10.5937/sjm16-24481
104A. Raza / SJM 16 (1) (2021) 103 - 1241. inTroducTionIn the aftermath of the global economicrecession in 2008, the economic conceptcalled “sharing economy” has captured theattention for the development of network andcommunication technologies by challengingthe conventional thinking about how idleresources should be provided and consumed(Perfili et al., 2019). With this technologicaldevelopment, the business and economicsystem brings innovation in the consumptionmodel by changing it from personalpossession to the goal of shared access toproducts and services (Lamberton & Rose,2012; Cheng, 2016; Hamari et al., 2016;Habibi et al., 2017). The sharing economyhas been appeared as contemporaryeconomic model which can be defined asuncommon social and economic interactionsthat collectively shares assets with otherpeople to decrease lavish and primarily givesthe rise of ordinary interest in society (Belk,2007). This is a phenomenon in which theconsumers act as sellers giving services thatwere provided by professional sellers(Sundararajan, 2016). Sharing economyreaches the new heights by providingindividuals the opportunity to earn from theirunderutilization resources, as reported byHathaway and Muro (2016), in United Statesthe number of non-employer occupation hasincreased from 15 million in 1997 toapproximately 24 million in 2014 (Yaraghi &Ravi, 2017). Researchers at price waterhouse cooper studied and estimates thatwithin the Ten years, the most importantsharing sectors, including peer-to-peersharing, online staffing, car sharing, sharingthe accommodation and music streamingwill make more than half of the totalworldwide income (PwC, 2015). The globalrevenue of sharing economy will grow toUS 335 billion by the end of 2025,compared with US 15 billion in 2015 (PwC,2015). The United Kingdom nationalstatistics office found that in 2016, more than270 European sharing platforms caused 5billion (Yaraghi & Ravi, 2017).Sharing economy is turned into prevalentproceeding in multiple fields. Hospitality,transport, and retailing are the examples ofthose areas which are affected by sharingeconomy. With significant growth, thesharing economy provide a chance tohouseholds, individuals, businesses andother non-government or governmentassociations to engage in collaborativeprocess of production, distribution andutilization (Stokes et al., 2014).“Collaborative consumption” (Botsman &Rogers, 2010) “access-based consumption”(Bardhi & Eckhardt, 2012) and “commercialsharing systems” (Lamberton & Rose, 2012)are the concepts which are subsumed underthe parasol of sharing economy. Within thescope of this research work, we spotlight aparticular concept of peer to peer exchange,which also comes under the parasol ofsharing economy. The sharing economy ispredominantly characterized by peer-to-peerexchanges for renting goods and servicesusing digitalized platforms (Ganapati &Reddick, 2018). In transportation sectorUber is an example of providingtransportation services by employing theunused resources of common car owners.Uber started its business in 2009 and becamean entrenched transportation option todayvalued at US 68 billion, which is greaterthan of Chrysler, Ford, and General Motors(Chen, 2015).The consumers can travel atcheap rates than other transportation optionsand it is significantly more economical thanowning a vehicle. For instance supplier andproviders in Uber or Careem (Middle
A. Raza / SJM 16 (1) (2021) 103 - 124Eastern company operating in Pakistan andother countries) can join in or opt out withjust a few clicks.The continuous rise in gig economy haschanged the consumer’s behavior andmentalities in online context. The consumersare concerned about participation in peer-topeer exchange, trading their unused or underutilized resources with unknown individualsor groups (Botsman & Rogers, 2010). Todayadvanced technological innovation andincrease in usage of smart phones and marketexpansion has covert this phenomenon ofsharing economy into a business model ableto achieve economies at large scale (Belk,2007), by providing consumer multipleoptions to search for providers at lower coston sharing platforms (Zervas et al., 2017).Peer-to-peer sharing continues to emergearound the globe, some researchers haveanticipated that peer-to-peer sharing could beas big as the industrial revolution(Cusumano, 2015). In previous studies,researchers have studied either the user orprovider with regard to encouraging aspectsof sharing economy (Böcker & Meelen,2017; Mao & Lyu, 2017; Liang et al., 2018).But it is not a complete strategy tounderstand the sharing economy by studyingonly user’s intention or studying only thecauses of participation of service provider inpeer-to-peer sharing. When a serviceprovider provides services to the userthrough platform-based sharing, it results information of two-sided or multi-sidedmarkets. Where service provider and userinteracts over the platform and the value ofplatform rises with the size of network(Rysman, 2009). There are few studies whichconsidered the both user and provider sidesin peer-to-peer sharing (Hawlitschek et al.,2016a; Sung et al., 2018; Gupta et al., 2019),still more empirical research is required to105develop understanding regarding serviceuser and service provider interaction andfactors influencing this interaction in sharingeconomy. This study provides a unifiedmodel to study the provider’s and user’sintention to engage in sharing economy.This research contributes to the provinceof sharing economy by examining thosefactors which leads to influence thementalities of service providers and serviceconsumers in peer-to peer sharing. Toaddress the concerns related to the need ofquantitative research in field of sharingeconomy and providing deep understandingto marketers, we investigate the impact ofinfluential factors on people intention toprovide service and to consume service usingpeer-to-peer sharing. In addition, thisresearch studies the role of Indulgence ascultural value in forming the intention to useand provide services in peer-to-peer sharing.2. liTerATure review2.1. role of peer-to peer sharingeconomy in developing countriesIn context of developing nations, besidesthe economic and financial challenges thereis one social problem related to the badtransportation system. For instance, inPakistan many people who travels on a dailybasis, have to use public transport due to lessavailability of alternatives. Recently, thegovernment has also launched new bustransport services in different cities but stillthere is a need of the society peer-to-peersharingeconomy has the potential to solve social,financial and economic issues in developingcountries. In less developed countries with
106A. Raza / SJM 16 (1) (2021) 103 - 124bad transportation services, ride sharing canprovide good transport services to peoplewithout the need of having their own vehicle.According to Brookings India report(Villasenor et al., 2015), private vehicles gounused for 95% of their lifetime which couldbe used to reduce the overburdened publictransport especially in mass populatedregions such as India and Pakistan. Thecitizens in such countries can benefit fromlower costs, better transport services andtimely access to work. Considering thesocio-demographic differences, individualswho are younger and have low income aremore influenced from financial andeconomic perspective (Sung et al., 2018). Onthe other side, sociability and motivation toprotect the environment where they live areimportant factors that lead towardindividuals’ participation in peer-to-peersharing economy (Hawlitschek et al.,2016a).2.2. peer-to peer sharingThe concept of sharing is not entirely new.In the previous decades, the sharingeconomy has occurred as alternative to thecapitalisteconomybyenhancingcollaborative consumption. Today, the use ofinformation technology, establishing formalplatforms and networks has brought newnessto the sharing concept. With the passage oftime, the collaborative consumption isinevitably becoming a significantly growingsector of global economy. The present daysharing economy is defined as peer-to-peersharing of goods and services throughinternet platforms (Albinsson & YasanthiPerera, 2012). Researchers have defined thesharing economy to many extents (Cheng,2016), and used alternative names for thesharing economy, such as collaborativeconsumption (Botsman & Rogers, 2010), gigeconomy (Mulcahy, 2016), mesh economy(Gansky, 2010), platform economy (Parkeret al., 2016) and on-demand economy(Ganapati & Reddick, 2018). There isconsiderable discrepancy in the wayresearchers have defined this phenomenon.Table 1. Definitions of the Sharing economySourceDefinition(Heinrichs, 2013)In sharing economy, people exchange, share, rent out and rent theproducts, services and expertise.(Stephany, 2015)The sharing economy leads to minimize the ownership of assets bymaking them available online to a group.(Cockayne, 2016)The on-demand economy refers to connecting consumers toservices through on internet platforms through mobile application.(Hamari et al., 2016)A peer-to-peer based sharing of goods and services by coordinatingthrough the group-based internet channels.(Aloni, 2016)A phenomenon in which the digital platforms play a role offacilitator for exchange of goods and services among peers.(Frenken & Schor, 2017)An economic activity in which the consumers gives the rights ofusing their assets temporarily, for making money.(Habibi et al., 2017)In sharing economy, the consumer has no right of possession overthe shared goods.
107A. Raza / SJM 16 (1) (2021) 103 - 124The multiple definitions of sharing economyfrom literature are given in the Table 1.As a result, the researchers describe thesharingeconomyorcollaborativeconsumption as an umbrella construct, i.e. acomprehensive notion used to cover a wideranging phenomenon (Hirsch & Levin,1999). The concept of peer-to-peer sharinghas captured the attention across diversifiedacademic areas (Lamberton & Rose 2012;John, 2013). Different studies have found outthe factors which motivate the people toparticipate in sharing economy. Thesestudies have shown several reasons, such ashedonic, social and economic benefits canmotivate the consumer (Botsman & Rogers,2010; Möhlmann, 2015), and the provider toparticipate in sharing economy (Bucher etal., 2016, Böcker & Meelen, 2017). Thefactors which affect the intentions ofconsumer and provider to engage incollaborative consumption are summarizedin Table 2.There are only a few studies on providers’intention to engage in collaborativeconsumption. For instance, (Karlsson &Dolnicar, 2016) found that social interaction,Income and Sharing experience are the mainfactors which motivate the provider to shareaccommodation. (Sung et al., 2018) foundthe economic incentive, social relation,enjoyment, sustainability and network effectas motives for participation in peer-to-peersharing. In addition (Gupta et al., 2019)studied the effect of cultural value onintention to engage in sharing economy. Stillthere is a need of studies examining andunderstanding the reason for participation insharing economy from a provider’s angle,Therefore this study provides a betterunderstanding regarding these aspects.2.3. TrustIn consumer’s perspective trust is aninstinctive feeling that the providing peerwill fulfill the transactional responsibility(Kim et al., 2009) and provider is consideredas the transaction ally of high morality andaltruism (Pavlou & Fygenson, 2006). TrustTable 2. Previous studies from provider and user perspectiveConstructsFrom User viewpointEconomic Benefit, Sustainability, Enjoyment, Social Relationship,Network EffectCollectivism, Masculinism, Uncertainty Avoidance, Power DistanceSubjective norms, perceived value, perceived behavioral control,unique experience expectations, familiarity, eWOMEnjoyment, Independence through ownership, Modern style andsocial experience,Trust and utility, Cost savings, FamiliarityPrice sensitivityFrom Provider viewpointCollectivism, Masculinism, Uncertainty avoidance, Power DistanceEconomic Benefit, Sustainability, Enjoyment, Social Relationship,Network effectIncome, Enjoyment, Product variety, Social experience, SocialinfluenceSocial, Economic, Environmental MotivatorsResearcher(Sung et al., 2018)(Gupta et al., 2019)(Mao & Lyu, 2017)(Hawlitschek et al., 2016)(Möhlmann, 2015)(Liang et al., 2018)(Gupta et al., 2019)(Sung et al., 2018)(Hawlitschek et al., 2016)(Böcker & Meelen, 2017)
108A. Raza / SJM 16 (1) (2021) 103 - 124plays vital role in influencing the consumer’sintention in uncertain situations (Kim et al.,2009). Based on “commitment-trust theoryof relationship marketing” by Morgan andHunt, trust is the prognosticator of anyshared activity (Morgan & Hunt, 1994) theconsumer satisfaction and chance ofchoosing the sharing service again dependson the trustworthiness (Möhlmann, 2015) insuch context of cooperation, when userperceive the provider trustworthy, chances ofuser’s engagement in sharing economy andcompleting a transaction will be high(Leonard, 2012; Hawlitschek et al., 2016b).Thus, it is hypothesized that:h1(a): Trust in provider will positivelyaffect the user intention to engage in peer-topeer sharing.As peer-to-peer sharing is built on theinteractive contract of completing atransaction, therefore the provider’s trust inthe user is also of great importance. In peerto-peer sharing, when peer provider providesthe services or share resources (car, bike,house or other resources) with the user, theprovider has no control over resources foragreed time period. Therefore the mainbarrier in sharing from provider’sperspective is getting worried about damageto shared resources due to some unseenactions by the user (Weber, 2014). It meansthat the provider’s trust in user peer is theprincipal reason of provider’s participationin collaborative consumption (Teubner et al.,2014). Completion of rental transaction ishard to achieve without the provider’s trustin user peer (Hawlitschek et al., 2016b).Therefore, it is hypothesized that:2.4. economic benefitAs a result of global financial crises 2008,the consumer’s behavior has been changed.They are more concerned about spendingtheir money and usage of available resources(Gansky, 2010; Chudzian, 2015; Tussyadiah,2015). More than 80 percent of the USconsumers consider that shared products areless costly (PwC, 2015), which indicates thatcost benefit is an important driver of userparticipationinsharingeconomy.Consumers can save their time and money byacquiring goods and services from peer-topeer sharing (Barbu et al., 2018). MohlmannM. found in his study that savings increasesthe probability of satisfaction with theservice provided (Möhlmann, 2015). In peerto-peer sharing lesser the expense, more theconsumer will be motivated to engage insharing (Bardhi & Eckhardt, 2012). Most ofthe studies have found the positive impact ofeconomic benefit on attitude and intention toparticipate (Hamarit et al., 2016; Sung et al.,2018). Based on findings of these studies wecan formulate the hypothesis as:h2(a): Economic benefit will positivelyaffect the user intention to engage in peer-topeer sharing.Previous studies on sharing economypoints to the fact that economic benefits isone of the major causes of provider’sparticipation in sharing activity (Bardhi &Eckhardt, 2012; Lamberton & Rose, 2012).According to Chui et al., (2012) the sharingeconomy increases the financial flexibility ofowner to earn money and gain financialbenefits by sharing idle resources.h1(b): Trust in user will positively affect Researchers found in their studies thatthe provider intention to engage in peer-to- economic benefits is the main reason ofpeer sharing.providing services in sharing economy (van
A. Raza / SJM 16 (1) (2021) 103 - 124109consumption can reduce the use of resourcesand improve the collective cohesiveness(Heinrichs, 2013). Due to increasingawareness of negative environmental impact,people are likely to use products in order tohave sustainable society (Gansky, 2010).Sustainability also motivates the supplier toh2(b): Economic benefit will positively share services (Bellotti et al., 2015). Thus,affect the provider intention to engage in we can formulate the hypotheses as:peer-to-peer sharing.h3(a): Sustainability will positively2.5. sustainabilityaffect the user intention to engage in peer-topeer sharing.Globally, with growing concern forenvironmentalissues,sustainabilityh3(b): Sustainability will positivelyimplications of consumer and their affect the provider intention to engage inconsumption pattern have captured the peer-to-peer sharing.attentiveness of researchers (Huang & Rust,2.6. enjoyment2011; Prothero et al., 2011). Previousresearch indicate that how peer-to-peersharing positively effects sustainability byEnjoyment is as important as economicsharing consumer resources instead of benefits for taking part in sharing economy.owned by individuals (Bartenberger & People are motivated to participate inLeitner, 2013). In North America, Average collaborative consumption because of thegreenhouse gas emissions are reduced by enjoyment they seek from the activitysharing a car (Martin & Shaheen, 2011). It is (Hamari et al., 2016). Enjoyment is thesuggested that ridesharing allow the significant cause of user’s participation inconsumers to save resources and decreases sharing economy by growing a positivethe vehicle ownership (Efthymiou et al., attitude to use products or services (Hamari2013). In PwC’s survey report, more than 76 et al., 2016). Enjoyment refers to degree topercent of the respondents stated that peer- which in peer-to-peer sharing is perceived toto-peer Sharing is beneficial for the nature be enjoyable excepting any predictedperformance results (Davis et al., 1992; Kim(PwC, 2015).Sharing economy can be observed as & Min, 2015; Liu et al., 2015).In fact people share their resources toindication of sustainable behavior with adesiretobecomeenvironmentally perceive enjoyment (Widlok, 2004).responsible individual (Tussyadiah, 2015). Participation in sharing economy servicesSharing economy is appearing as a new provide the opportunity to interact with thephenomenonthatcansolvethe members of society (Hwang & Griffiths,environmental issues such as pollution and 2017). Similarly enjoyment has a positiveemission of harmful gases by minimizing the impact on consumer’s intention to use peerexcessive consumerism (Prothero et al., to peer services (Tussyadiah, 2016; Sung et2011). Heinrichs also say that collaborative al., 2018). According to PwC’s survey, morede Glind, 2013; Guttentag et al., 2018).Therefore it is suggested that providers whoperceive that providing service or productwill bring them economic advantages aremore likely to engage in peer-to-peersharing.
110A. Raza / SJM 16 (1) (2021) 103 - 124than 63 percent people responded thatenjoyment motivates them to participate insharing economy (PwC, 2015). Therefore,enjoyment is expected to play a key role ininfluencing the provider and user toparticipate in sharing economy (Botsman &Rogers, 2010).provider (Tussyadiah & Pesonen, 2016).Social connections can promote theparticipation in sharing economy services(Bellotti et al., 2015). According to Ikkalaand Lampinen (2015), social inclusion keepsthe service provider involved in sharingeconomy. Therefore, we hypothesized that:h4(a): Enjoyment will positively affecth5(a): social interaction will positivelythe provider intention to engage in peer-to- affect the provider intention to engage inpeer sharing.peer-to-peer sharing.h5(b): social interaction will positivelyh4(b): Enjoyment will positively affectthe user intention to participate in peer-to- affect the user intention to engage in peer-topeer sharing.peer sharing.2.7. social interactionSharingeconomyprovidestheopportunities for social interaction (Sung etal., 2018). Researchers argues thatcollaborative economy helps the participantsto start and maintain social relationship andbecome an effective part of the society andthey have suggested that social interactionpositively effects the users to participate inpeer-to-peer sharing (Barnes & Mattsson,2017).Albinsson and Yasanthi Perera say thatsocial interaction and seeking friendship arethe main drivers of participation in peer-topeer sharing (Albinsson & Yasanthi Perera,2012). Meeting new people, desire toconnect with people, desire to become activepart of the local society and helping othersare some of the social motives for sharingresources (Botsman & Rogers, 2010;Chudzian, 2015; Tussyadiah, 2015). Thesocial relationship is the key factor thateffects the user experience in sharingservices (Priporas et al., 2017). The peopleuse peer-to-peer sharing to seek socialinteraction with local people and the service2.8. indulgenceCulture is the most influential factorwhich decides the way an individualbehaves. The Hofstede cultural model hasbecome a globally recognized model forstudying and understanding the culturaldifferences. Due to its worldwideacceptance, this model has been applied inconsumer research (Mazaheri et al., 2014;Tang, 2017; Gupta et al., 2019). In 2010,based on extensive work done by Hofstedeand Michael Minkov, the 6th dimension ofindulgence versus restraint was added to theoriginal Hofstede’s cultural model (Minkov& Hofstede, 2012). Indulgence refers to thesatisfaction of basic desires related topleasure in life and entertainment (Hofstede,2011). In indulgent societies, individuals arelikely to be happier and enjoy their liberty(Maleki & de Jong, 2014). A study found thatHappiness in indulgent societies is greaterthan in restraint societies due to lessrestriction on liberty and enjoyment ofindividuals in indulgent societies (Minkov,2009).
A. Raza / SJM 16 (1) (2021) 103 - 124Recently one study has examined theeffect of cultural dimensions on individual’sintention to engage in peer-to-peer sharing(Gupta et al., 2019). In which the researcherstudied the effect of four cultural dimensionson provider’s intention to provide andconsumer’s intention to rent but did notstudied the indulgence value. Due tonewness of this dimension, more studies arerequired for the applicability of this culturaldimension. In Indulgent society, individualshave freedom to express their positiveemotions (Minkov, 2009). From consumerperspective, consumers from this culturegive importance to leisure and enjoymentduring purchase and consumption activity.Therefore, The tendency to enjoy lives andfreedom influence the consumer behavior(Koc et al., 2017). Individuals with higherindulgence rating are more likely to enjoyand experience positive feelings to a greaterextent. Thus, indulgence is expected to playa key role in influencing the provider andFigure 1. Research Framework111user to engage in peer-to-peer sharing.h6(a): Indulgence cultural value willpositively affect the provider intention toengage in peer-to-peer sharing.h6(b): Indulgence cultural value willpositively affect the user intention to engagein peer-to-peer sharing.3. reseArch modelBased on the hypotheses rationalized inliterature, a research model has beendeveloped as user and provider model toexamine the impact of influencing factors(Figure 1).4. meThodologyThe Survey method was chosen to collectthe quantitative data from participants of
112A. Raza / SJM 16 (1) (2021) 103 - 124sharing economy, in which the consumersand providers were included. This methodwas selected because it increases thegeneralizability of findings and consideredas most appropriate method for in-depthinvestigation of a phenomenon (Dooley,2001). The measurement items in surveywere adopted from the already existingliterature to secure the content validity. Atthe beginning of survey a definition of peerto-peer sharing was provided, thequestionnaire was split into two segments,the first segment was designed to getdemographic information of user andprovider, the second part was designed tomeasure the constructs by using valid itemsand the five-point Likert scale was used forthe items ranging from 1 to 5. Table 3describes all constructs and the valid itemsused for this study.This study was conducted in Pakistan andselected two platforms based ride-hailingcompanies operating in Pakistan, Careemand Uber for data collection. Both of theseTable 3. Survey instrumentsConstructsItemsTrust 1TrustTrust 2Trust 3EnjoymentEnjoyment 1Enjoyment 2Enjoyment3Enjoyment 4Enjoyment 5Social interaction 1Social interaction 2SocialinteractionSocial interaction 3Social interaction lity 1Sustainability 2Sustainability 3Sustainability 4Sustainability 5Economic 1Economic 2Economic 3Economic 4Indulgence 1Indulgence 2Indulgence nIn peer-to-peer sharing, the user/service provider istrustworthy.In peer-to-peer sharing, the user/provider is honest in itsdealings with the service provider/user.In peer-to-peer sharing, the user/provider keeps itscommitments to its service provider/user.I think peer-to-peer sharing is enjoyable.I think peer-to-peer sharing is exciting.I think peer-to-peer sharing is funI think peer-to-peer sharing is interesting.I think peer-to-peer sharing is pleasant.Peer-to-peer sharing helps build a mutual bond with others.Peer-to-peer sharing helps you maintain social relationshipwith others.Peer-to-peer sharing will make you feel connected withpeople.Peer-to-peer sharing helps strengthen social relations withothers.Peer-to-peer sharing helps save natural resources.Peer-to-peer sharing is a sustainable mode of consumption.Peer-to-peer sharing is ecologicalPeer-to-peer sharing is environment-friendly.Peer-to-peer sharing is efficient in terms of using energy.I can save money by participating in peer-to-peer sharing.My participation in peer-to-peer sharing benefits mefinancially.My participation in peer-to-peer sharing can improve myeconomic situation.My participation in peer-to-peer sharing saves me time.People should be happy in everyday life.People should have fun.People should have freedom of speechIn peer-to-peer economy, I have an intention to use/providesharing services.In peer-to-peer economy, I am willing to use/providesharing services.In peer-to-peer economy, I am willing to spend time andmoney to use/provide sharing services.Sources(Cheung etal., 2015)(Van derHeijden,2004)(Sung et al.,2018)(Hamari etal., 2016)(Bock et al.,2005)(Wen et al.,2018)(Jang et al.,2015)
113A. Raza / SJM 16 (1) (2021) 103 - 124ride-hailing companies operates undersharing economy business that providesonline platforms to connect the users toproviders using their own non-commercialvehicles (Malik & Wahaj, 2019) . In 2015,Careem started its business operation inPakistan, while Uber was launched in 2016.The data was collected from both, the userand provider. Young people were preferred tocollect the data due to the following tworeasons. Firstly, in line with the previousstudies on Peer-to-Peer sharing, it has beendeeply observed that the millennial and theyoung consumers particularly use the sharingservices or products and they are consideredthe active participants of collaborativeconsumption(Maycotte, 2015; Akbar et al.,2016; Godelnik, 2017). Secondly, accordingto the recent Human Development report onPakistan (2018), claimed that currently morethan 64% of the Pakistan’s population isyounger than 30 and approximately 29% ofthe nation is between the age of 15 and 19.Further the report points to that Pakistan nowhas more young population than it has everhad and it is estimated that the percentage ofyoung people will increase continuouslyuntil at least 2050. Therefore the universitystudents and young users of Uber and
sharing sectors, including peer-to-peer sharing, online staffing, car sharing, sharing the accommodation and music streaming will make more than half of the total worldwide income (PwC, 2015). The global revenue of sharing economy will grow to US 335 billion by the end
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May 02, 2018 · D. Program Evaluation ͟The organization has provided a description of the framework for how each program will be evaluated. The framework should include all the elements below: ͟The evaluation methods are cost-effective for the organization ͟Quantitative and qualitative data is being collected (at Basics tier, data collection must have begun)
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Le genou de Lucy. Odile Jacob. 1999. Coppens Y. Pré-textes. L’homme préhistorique en morceaux. Eds Odile Jacob. 2011. Costentin J., Delaveau P. Café, thé, chocolat, les bons effets sur le cerveau et pour le corps. Editions Odile Jacob. 2010. Crawford M., Marsh D. The driving force : food in human evolution and the future.
Le genou de Lucy. Odile Jacob. 1999. Coppens Y. Pré-textes. L’homme préhistorique en morceaux. Eds Odile Jacob. 2011. Costentin J., Delaveau P. Café, thé, chocolat, les bons effets sur le cerveau et pour le corps. Editions Odile Jacob. 2010. 3 Crawford M., Marsh D. The driving force : food in human evolution and the future.
