msueconВестник Московского университета. Серия 6. ЭкономикаLomonosov Economics Journal0130-0105MSUPRESS10.38050/01300105201923msuecon-524Research ArticleВОПРОСЫ УПРАВЛЕНИЯMANAGEMENT ISSUESФАКТОРЫ ПОТРЕБИТЕЛЬСКОГО ПОВЕДЕНИЯ В СФЕРЕ ЭКОНОМИКИ СОВМЕСТНОГО ПОТРЕБЛЕНИЯ В РОССИИ НА ПРИМЕРЕ КОМПАНИИ AIRBNBCONSUMER BEHAVIOR FACTORS IN THE SHARING ECONOMY IN RUSSIA: THE CASE OF AIRBNBТищенкоН. Ю.TishchenkoN. Yu.

Тищенко Назар Юрьевич, ассистент кафедры управления человеческими ресурсамиМосква

ntishchenko@hse.ruТищенкоО. Э.TishchenkoO. E.

Тищенко Ольга Эдуардовна, аспирант, преподаватель кафедры общего и стратегического менеджментаМосква

otishchenko@hse.ruРебязинаВ. А.RebyazinaV. A.

Ребязина Вера Александровна, к.э.н., доцент кафедры стратегического маркетингаМосква

rebiazina@hse.ruСлободчукЮ. А.SlobodchukYu. A.

Слободчук Юлия Андреевна, магистр факультета бизнеса и менеджментаМосква

julschouu@gmail.comНациональный исследовательский университет «Высшая школа экономики»Russian Federation201916042021024363Copyright © Тищенко Н.Ю., Тищенко О.Э., Ребязина В.А., Слободчук Ю.А., 20212021Тищенко Н.Ю., Тищенко О.Э., Ребязина В.А., Слободчук Ю.А.Tishchenko N.Y., Tishchenko O.E., Rebyazina V.A., Slobodchuk Y.A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://msuecon.elpub.ru/jour/article/view/524

В статье рассматриваются основные подходы к определению экономики совместного потребления, характеристики бизнес-модели экономики совместного потребления, а также драйверы и барьеры, с которыми сталкиваются потребители сервисов экономики совместного потребления. Объектом эмпирического исследования выступили потребители сервиса Airbnb. Для выявления факторов, определяющих поведение потребителей экономики совместного потребления, проведена серия глубинных интервью, а также количественное исследование. В результате качественно-количественного исследования выделены четыре группы факторов: экономические, социальные, личностные и экологические. Кроме того, в результате кластерного анализа были выделены пять кластеров потребителей: экономные, социально активные, сторонники новых ощущений, инициативные и домашние. Полученные результаты представляют интерес для исследователей и практиков управления в целях формирования более глубокого понимания ожиданий и особенностей поведения российских потребителей экономики совместного потребления.

The paper discusses the main approaches to the sharing economy definition, the characteristics of the sharing economy business model, as well as drivers and barriers that consumers of the sharing economy face. Empirical research includes the survey of the Airbnb customers. A series of in-depth interviews followed by quantitative survey are conducted to identify the factors that determine the consumers behavior in the sharing economy. As a result of qualitative and quantitative research, four groups of factors are revealed: economic, social, personal, and environmental. In addition, as a result of cluster analysis, five clusters of consumers are identified: economical, socially active, supporters of new sensations, initiative and home. The results are of great interest to researchers and management practitioners in order to form a deeper understanding of the expectations and behavioral patterns of the Russian customers in a shared economy.

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The authors declare that there are no conflicts of interest present.