Association of Marketing Theory and Practice Proceedings 2020
 

Document Type

Conference Proceeding

Conference Track

Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing

Abstract

The sharing economy offers consumers an alternative to ownership by exchanging value through technology-based services. As the growth of sharing economy practices continue to emerge, business scholars have only recently begun to study how cultural differences impact the sharing economy. Specifically, few studies have examined individual cultural values. Therefore, this study explores whether differences in cultural values, using Hofstede’s cultural dimensions, account for consumers’ attitudes and participation in sharing economy services (SES). Two studies employing a mix-method approach will be conducted to gain a thorough understanding of the sharing economy from both the consumers’ and the peer providers’ perspective. This research is one of the first papers to investigate the influence of cultural values in the sharing economy at the individual level as most research has only focused at the national level. These results may further our understanding of the sharing economy and its interaction across cultures.

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