The Paradox of Social Interaction in the Sharing Economy

This research demonstrates that while social motivation increases consumers’ interest in the sharing (vs. traditional) economy, social interaction in the sharing (vs. traditional) economy may backfire, reducing consumer satisfaction and even ratings. Four studies including archival data from a leading sharing economy company demonstrate this effect across different product categories.

Citation:

Dafna Goor, Amir Grinstein, Nailya Ordabayeva, and Meike H. Meike (2020) ,"The Paradox of Social Interaction in the Sharing Economy", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 896-901.