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EMAC 2024 Annual


Is Ownership Becoming Outdated? Perception of the Sharing Economy’s Popularity Decreases Consumers’ Desire for Material but Not Experiential Purchases
(A2024-119349)

Published: May 28, 2024

AUTHORS

Yunhui HUANG, Nanjing University; Xinping WEI, The Chinese University of Hong Kong; Xuebin CUI, Nanjing University

ABSTRACT

The sharing economy has been blooming in various domains. The current empirical research mainly focuses on the influence of the factual sharing economy’s entry or development on related industries. However, less is known about how the perception of the sharing economy’s popularity (PSEP), induced by situational cues, systematically affects consumers’ general preference for products that are irrelevant to the sharing economy. To fill the gap, this research demonstrates that PSEP decreases consumers’ desire for material but not experiential purchases. The underlying logic is that PSEP elicits the descriptive norm perception that others devalue ownership. The tendency to follow the norm reduces consumers’ desire for material purchases and increases relative preference for experiential purchases when individuals must make a trade-off between the two types. This research contributes to the comprehensive understanding of the sharing economy and offers managerial implications.