HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Barriers to involvement in collaborative consumption: a case study of Wibee

Kara, Layla ULiège
Promotor(s) : Ates, Zelal ULiège
Date of defense : 6-Sep-2016/12-Sep-2016 • Permalink :
Title : Barriers to involvement in collaborative consumption: a case study of Wibee
Author : Kara, Layla ULiège
Date of defense  : 6-Sep-2016/12-Sep-2016
Advisor(s) : Ates, Zelal ULiège
Committee's member(s) : Deliège, Fanny ULiège
Hazee, Simon ULiège
Language : English
Keywords : [en] Collaborative consumption
[en] Car sharing
[en] Drivers
[en] Barriers
[en] Involvement
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing and Strategic Intelligence
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Collaborative consumption is growing and has become a hot topic, as it is developing in terms of innovation and market shares. However, while observing the functioning of sharing platforms, we noticed that there are two kinds of users: those who share their belongings with others and those who enjoy the temporary access to these goods. By looking closely at the distribution among these users, we came to the conclusion that only a small percentage of them actually share their possessions.

The aim of this study is to identify barriers to involvement in CC. By involvement, we mean sharing one’s goods through a CC platform.
Through a case study of Wibee, we will try to understand why people would be reluctant to share their own goods with others through a literature review, an exploratory research and a conclusive research. When trying to identify barriers, we will inevitably talk about drivers to involvement in CC, in opposition to those. In this paper, we will also consider that drivers and barriers to participation in CC are part of what has to be studied. Indeed, if one is not willing to join a platform, neither will he be prone to share his belongings.

Finally, recommendations for the company will be formulated to help overcome the barriers identified, still in the specific case of Wibee, and a conclusion will help generalise those drivers and barriers to CC as a whole.



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  • Kara, Layla ULiège Université de Liège > Master sc. gest., fin. spéc. mark. & strat. inte (ex 2e ma.)


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