Fare e ricevere regali nella sharing economy. Teorie, comunità e pratiche di consumo (Giving and receiving gifts in the sharing economy. Theories, communities and new consumption practices)
DOI:
https://doi.org/10.7433/s98.2015.17Keywords:
sharing economy, consumer behaviour, community, disposition, contaminationAbstract
Purpose of the paper: Investigating the validity of the theories regarding the disposition of “special” objects and the consumption of “contaminated” objects, in the context of the sharing economy.
Methodology: A mix of qualitative methods, including a netnography, which has been realized from 2005 to present, a three year (2006-2008) participant observation, and 14 in-depth interviews, was used in order to analyze the books donation and reception within the Bookcrossing community.
Findings: In the analyzed community, the members are particularly interested in sharing their own books with other subjects. This objective seems to be even more important than losing their own books, which are donated to other members, or using books that were previously used by other, unknown subjects.
Research limits: Only one community was analyzed. Moreover, only the most involved members were considered, while less attention was paid to less interested individuals.
Practical implications: It is argued how, in order to understand the transformations related to the sharing economy, it is necessary to consider well established theories in order to verify whether they may be adapted to the emergent context. Moreover, it is highlighted how increasingly important it is for the companies to position themselves as platforms aimed above all at increasing the possibilities of sharing for their own customers.
Originality of the paper: This is the first work that discusses certain established theories, like those dealing with the disposition of special objects and the consumption of contaminated goods, in the new context of the sharing economy.
References
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MORALES A.C., FITZSIMONS G. (2007), “Product Contagion: Changing Consumer Evaluations through Physical Contact with ‘Disgusting’ Products”, Journal of Marketing Research, vol. 44, n. 2, May, pp. 272-283.
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PARSONS E., MACLARAN P. (2009), “‘Unpacking Disposal’: Introduction to the Special Issue”, Journal of Consumer behaviour, vol. 8, n. 6, pp. 301-304.
PISANO P., PIRONTI M., CHRISTODOULOU I.P. (2014), “The Open Long Tail Model between New Culture and Digital Technology”, Sinergie, n. 93, pp. 79-93.
PRICE L.L., ARNOULD E.J., CURASI C.F. (2000), “Older Consumers’ Disposition of Special Possessions”, Journal of Consumer Research, vol. 27, n. 2, September, pp. 179-201.
SACKS D. (2011), “The Sharing economy”, Fast Company, April 11.
SHERRY J.F. JR. (1983), “Gift Giving in Anthropological Perspective”, Journal of Consumer Research, vol. 10, n. 2, September, pp. 157-168.
SPIGGLE S. (1994), “Analysis and Interpretation of Qualitative Data in Consumer”, Journal of Consumer Research, vol. 21, n. 3, pp. 491-503.
THE NIELSEN COMPANY, Is sharing the new buying? Reputation and trust are emerging as new currencies, May 2014 Report.
THOMPSON C.J. (1997), “Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories”, Journal of Marketing Research, vol. 34, n. 4, pp. 438-455.
WEINER A. (1992), Inalienable possessions: The paradox of keeping while giving, University of California Press, Berkeley.
WHETTEN D.A. (1989), “What Constitutes a Theoretical Contribution?”, Academy of Management Review, vol. 14, n. 4, pp. 490-495.
YOUNG M.M., WALLENDORF M. (1989), “‘Ashes to Ashes, Dust to Dust’: Conceptualizing Consumer Disposition of Possessions,” in Childers T.L., Bagozzi R.P., Peter J.P. (eds.), Proceedings of the American Marketing Association Winter Educator’s Conference, American Marketing Association, Chicago.
ARGO J.J., DAHL D.W., MORALES A.C. (2006), “Consumer Contamination: How Consumers React to Products Touched by Others”, Journal of Marketing, vol. 70, n. 2, April, pp. 81-94.
ARNOULD E.J., THOMPSON C.J. (2005), “Consumer culture theory (CCT): Twenty Years of Research”, Journal of Consumer Research, vol. 31, n. 4, December, pp. 868-882.
ARNOULD E.J., WALLENDORF M. (1994), “Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation”, Journal of Marketing Research, vol. 31, n. 4, pp. 484-504.
BARDHI F., ECKHARDT G.M. (2012), “Access-based consumption: The Case of Car sharing”, Journal of Consumer Research, vol. 39, n. 4, December, pp. 881-898.
BELK R.W. (1988), “Possessions and the Extended Self”, Journal of Consumer Research, vol. 15, September, pp. 139-168.
BELK R.W. (2010), “Sharing”, Journal of Consumer Research, vol. 36, n. 5, February, pp. 715-734.
BELK R.W. (2013), “Extended Self in a Digital World”, Journal of Consumer Research, vol. 40, n. 3, pp. 477-500.
BELK R.W. (2014), “You Are What You Can Access: Sharing and Collaborative Consumption Online”, Journal of Business Research, vol. 67, n. 8, pp. 1595-1600.
BELK R.W., WALLENDORF M., SHERRY J.F. JR. (1989), “The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey”, Journal of Consumer Research, vol. 16, n. 1, June, pp. 1-38.
BOTSMAN R., ROGERS R. (2010), What’s mine is yours: The rise of collaborative consumption, HarperCollins, New York.
CORCIOLANI M., DALLI D. (2014), “Gift-Giving, Sharing and Commodity Exchange at Bookcrossing.com: New insights from a Qualitative Analysis”, Management Decision, vol. 52, n. 4, pp. 755-776.
COVA B., COVA V. (2002), “Tribal Marketing: The Tribalisation of Society and Its Impact on the Conduct of Marketing”, European Journal of Marketing, vol. 36, n. 5/6, pp. 595-620.
DALLI D. (2012), “Consumare senza comprare. Nuovi modelli di condivisione, scambio e consumo di beni, servizi, risorse ed esperienze”, in AA.VV., Prodotto, consumatore e politiche di mercato quarant’anni dopo, Scritti in onore di Stefano Podestà, Egea, Milano.
DALLI D., CORCIOLANI M. (2008), “Collective Forms of Resistance: The Transformative Power of Moderate Communities. Evidence from the Bookcrossing Case”, International Journal of Market Research, vol. 50, n. 6, pp. 757-775.
GANSKY L. (2010), The mesh: Why the future of business is sharing, Penguin Groups, London.
GIESLER M. (2006), “Consumer Gift System: Netnographic Insights from Napster”, Journal of Consumer Research, vol. 33, n. 2, September, pp. 283-290.
GOFFMAN E. (1971), Relations in public: Microstudies of the public order, Basic Books, New York.
GRAYSON K., SHULMAN D. (2000), “Indexicality and the Verification Function of Irreplaceable Possessions: A Semiotic Analysis”, Journal of Consumer Research, vol. 27, June, pp. 17-30.
HENNIG-THURAU T.N, HENNING V., SATTLER H. (2007), “Consumer File sharing of Motion Pictures”, Journal of Marketing, vol. 71, n. 1, pp. 1-18.
JACOBY J., BERNING C.K., DIETVORST T.F. (1977), “What About Disposition?”, Journal of Marketing, vol. 41, n. 2, April, pp. 22-28.
KOTLER P., MANTRALA M.K. (1985), “Flawed Products: Consumer Responses and Marketer Strategies”, Journal of Consumer Marketing, vol. 2, n. 3, pp. 27-36.
KOZINETS R.V. (2010), Netnography. Doing ethnographic research online, Sage, London.
LAMBERTON C.P., ROSE R.L. (2012), “When is Ours Better than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems”, Journal of Marketing, vol. 76, n. 4, pp. 109-125.
LASTOVICKA J.L., FERNANDEZ K.V. (2005), “Three Paths to Disposition: The Movement of Meaningful Possessions to Strangers”, Journal of Consumer Research, vol. 31, n. 4, pp. 813-823.
LEO S. (2014), “Bookcrossing: a Roma arriva la Bibliocabina”, articolo disponibile online su Temperamine, 18/09/2014, www.temperamente.it/temperamine/Bookcrossing-a-roma-arriva-la-bibliocabina/.
MANDELLI A. (2012), “Branding and Control in Markets as Mediated Conversations”, Sinergie, n. 89, pp. 147-165.
MAUSS M. (1925), The gift: Forms and functions of exchange in archaic societies, Norton, New York.
MORALES A.C., FITZSIMONS G. (2007), “Product Contagion: Changing Consumer Evaluations through Physical Contact with ‘Disgusting’ Products”, Journal of Marketing Research, vol. 44, n. 2, May, pp. 272-283.
MORETTI A., TUAN A. (2014), “Social Media Marketing and Relationship Marketing: Revolution or Evolution? A First Step Analysis”, Sinergie, n. 93, pp. 115-137.
NEMEROFF C.J., ROZIN P. (1994), “The Contagion Concept in Adult Thinking in the United States: Transmission of Germs and of Interpersonal Influence”, Ethos: Journal of the Society for Psychological Anthropology, vol. 22, n. 2, pp. 158-186.
NEWMAN G.E., DIESENDRUCK G., BLOOM P. (2011), “Celebrity Contagion and the Value of Objects”, Journal of Consumer Research, vol. 38, August, pp. 215-228.
PARSONS E., MACLARAN P. (2009), “‘Unpacking Disposal’: Introduction to the Special Issue”, Journal of Consumer behaviour, vol. 8, n. 6, pp. 301-304.
PISANO P., PIRONTI M., CHRISTODOULOU I.P. (2014), “The Open Long Tail Model between New Culture and Digital Technology”, Sinergie, n. 93, pp. 79-93.
PRICE L.L., ARNOULD E.J., CURASI C.F. (2000), “Older Consumers’ Disposition of Special Possessions”, Journal of Consumer Research, vol. 27, n. 2, September, pp. 179-201.
SACKS D. (2011), “The Sharing economy”, Fast Company, April 11.
SHERRY J.F. JR. (1983), “Gift Giving in Anthropological Perspective”, Journal of Consumer Research, vol. 10, n. 2, September, pp. 157-168.
SPIGGLE S. (1994), “Analysis and Interpretation of Qualitative Data in Consumer”, Journal of Consumer Research, vol. 21, n. 3, pp. 491-503.
THE NIELSEN COMPANY, Is sharing the new buying? Reputation and trust are emerging as new currencies, May 2014 Report.
THOMPSON C.J. (1997), “Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories”, Journal of Marketing Research, vol. 34, n. 4, pp. 438-455.
WEINER A. (1992), Inalienable possessions: The paradox of keeping while giving, University of California Press, Berkeley.
WHETTEN D.A. (1989), “What Constitutes a Theoretical Contribution?”, Academy of Management Review, vol. 14, n. 4, pp. 490-495.
YOUNG M.M., WALLENDORF M. (1989), “‘Ashes to Ashes, Dust to Dust’: Conceptualizing Consumer Disposition of Possessions,” in Childers T.L., Bagozzi R.P., Peter J.P. (eds.), Proceedings of the American Marketing Association Winter Educator’s Conference, American Marketing Association, Chicago.
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2015-12-30
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