Consumo colaborativo: investigando o papel de motivações utilitárias e hedônicas no uso de serviços de hospedagem compartilhada.

Abstract

This dissertation aimed to investigate how the motivations (hedonic and utilitarian) of the consumer are configured with the co-creation of value in collaborative consumption practices and their relationship with confidence in the use of shared hosting services supported by technology. Based on the literature on economics of sharing and collaborative consumption. The three articles corresponded to the application of a survey and the use of structural equation modeling that proposed to analyze the role of motivations in a shared hosting platform. The results showed that hedonic motivation is characterized as an antecedent variable to value cocreation, consumption experience, confidence and perceived utility; indicating a relevant role of hedonism for the purchase decision in collaborative consumption. The results of the present study can contribute to structuring strategies that are more appropriate to the profiles of these audiences. Companies linked to the phenomenon of collaborative consumption can benefit from better developing services in ways that are more consistent with the identified consumption motivations.