Identifying generational differences in consumers’ decision to use shared services in Russia
https://doi.org/10.38050/01300105202048
Abstract
Digital transformation and rapid development of Internet technologies in the past decade have contributed to the emergence of an innovative business model of collaborative consumption [Sheresheva, Katsoni, 2019] and the spread of collaborative consumption services (CCS). This study attempts to identify the factors that influence consumers’ decision to use CCS, drawing on generation differences formulated on the basis of generation theory, with a particular focus on Russian consumers. The factors highlighted as a result of systematization of existing studies have been tested on the data of a quantitative study conducted in the form of an online survey with a sample of 3635 Russian users of CCS. An explanatory factor analysis (EFA) helps the authors construct the framework of factors that influence the decision of three generations of consumers (X, Y, and Z) to use CCS. The analysis of variance between the groups (ANOVA) highlights the generation differences that affect the decision to use the CCS by representatives of three generations. The identified generation features are of both theoretical significance, serving as a basis for further research, and practical value for business, mitigating the risks of introducing new CCS to the market, allowing for the needs of various generations of users.
About the Authors
N. G. Antonova
NRU Higher School of Economics
Russian Federation
Russian Federation
Moscow
V. A. Rebiazina
NRU Higher School of Economics
Russian Federation
Russian Federation
Moscow
E. O. Tunkevichus
NRU Higher School of Economics
Russian Federation
Russian Federation
Moscow
P. A. Dvoryankin
NRU Higher School of Economics
Russian Federation
Russian Federation
Moscow
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Review
For citations:
Antonova N.G., Rebiazina V.A., Tunkevichus E.O., Dvoryankin P.A. Identifying generational differences in consumers’ decision to use shared services in Russia. Moscow University Economics Bulletin. 2020;(4):146-180. (In Russ.) https://doi.org/10.38050/01300105202048
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