Project information
Cross-cultural study of the sharing economy

The study of the behaviour of service users - both positive and negative - is an important factor to consider in the marketing of products and services in organizations as it greatly impacts the ability of any business to create brand awareness, promote customer loyalty and improve its overall success and performance (Verhoef, 2003, Kaplan and Haenlein, 2009). These behaviours can lead to opportunities for innovation or on the other hand, they can pose some risk to companies and service provider. Based on these, research into culture and personal values on an individual level as well as between different consumers would be conducted to understand the intentions to engage in the sharing economy while considering misbehaviour and the factors which cause these to occur (Davidson et al., 2017).