Identifying Participation Motives of Peer-to-Peer Carsharing Users

Table of Contents

1 Introduction

1.1 Problem Specification and Relevance of Topic

1.2 Problem Statement and Course of Investigation

2 Research Background

2.1 Sharing Economy

2.2 Mobility Services

2.3 Carsharing

2.3.1 Carsharing in the German Market

2.3.2 Forms of Carsharing

2.3.3 Customers of Carsharing

3 Methodological Background

3.1 Means-End Chain Theory

3.1.1 Basic Idea

3.1.2 Elements of the Means-End Chains

4 Data Collection and Analysis

4.1 In-depth Interviews

4.2 Laddering Technique

4.3 Implementation

4.3.1 Candidate Recruitment

4.3.2 Procedure and Structure of the Interviews

4.3.3 Content Analysis

5 Results

5.1 MEC Analysis and Implication Matrix

5.2 Hierarchical Value Map

5.3 Main Motivational Patterns

6 Conclusion

6.1 Implications

6.1.1 Theoretical Implications

6.1.2 Managerial Implications

6.2 Future Research and Limitations

Objectives and Research Focus

This thesis aims to identify the motivational drivers of users within the peer-to-peer (P2P) carsharing market. By employing a qualitative research approach, the study seeks to bridge the existing knowledge gap concerning why individuals choose P2P carsharing services, ultimately providing actionable insights for businesses to expand their customer base and increase loyalty.

• Analysis of the current carsharing market landscape in Germany.
• Application of the Means-End Chain (MEC) theory to uncover deep-seated consumer motives.
• Conducting in-depth interviews and laddering techniques to map the decision-making process.
• Development of a Hierarchical Value Map (HVM) to visualize consumer perception.
• Formulation of marketing strategies and managerial guidelines based on identified motivational patterns.

Excerpt from the Book

Summary of Chapters

1 Introduction: This chapter provides an overview of the sharing economy and the automotive market, establishing the relevance of P2P carsharing and defining the research objectives.

2 Research Background: This section explores the evolution of mobility services and the sharing economy, focusing specifically on the distinction between B2C and P2P carsharing models.

3 Methodological Background: This chapter introduces the Means-End Chain (MEC) theory as a qualitative framework for understanding consumer decision-making processes.

4 Data Collection and Analysis: This chapter outlines the implementation of in-depth, semi-structured interviews and the laddering technique used to gather consumer insights.

5 Results: This chapter presents the data analysis, including the implication matrix and the Hierarchical Value Map, which identifies the core motivational patterns.

6 Conclusion: This final chapter synthesizes the findings, offering both theoretical and managerial implications, and identifies limitations and directions for future research.

Keywords

P2P Carsharing, Sharing Economy, Means-End Chain, Laddering, Consumer Motives, Mobility Services, Market Segmentation, Qualitative Research, Customer Satisfaction, Strategic Marketing, Automotive Industry, Consumer Behavior, Value-based Marketing, Convenience, Thriftiness.

Frequently Asked Questions

What is the primary objective of this thesis?

The thesis aims to identify the underlying motivational patterns of users participating in peer-to-peer (P2P) carsharing to help companies improve their marketing strategies.

What is the core subject of the research?

The research focuses on the P2P carsharing market and the specific psychological and functional reasons why individuals choose this service over traditional options.

Which scientific methodology is utilized?

The study employs the Means-End Chain (MEC) theory, utilizing in-depth, semi-structured interviews and the laddering technique to analyze the decision-making process of participants.

What are the four main motivational patterns identified?

The study identifies the four overachieving motivational patterns as Improve, Simplify, Economize, and Engage.

How is the P2P carsharing market defined in this paper?

It is defined as a mobility service where private car owners lend their vehicles to other drivers on a short-term basis via an online platform.

What is the role of the Hierarchical Value Map (HVM)?

The HVM serves as a "customer decision map" that visualizes the connections between service attributes, functional consequences, and underlying personal values.

Why are personal interactions important in P2P carsharing?

Participants value the ability to interact with real people rather than companies, which leads to a feeling of belonging, increased trust, and less reliance on anonymous hotlines.

Does the study confirm that environmental concerns drive participation?

In contrast to some previous research, this study finds that environmental awareness is not a primary driver, but rather a positive by-product or side-effect of participation.

What recommendation is provided regarding online search functions?

Providers are encouraged to integrate search functions that allow users to filter vehicles by specific characteristics to increase convenience and fit individual mobility needs.

What is the significance of the "Simplify" motive?

The Simplify motive reflects the user's desire to reduce stress, avoid the hassle of traditional car rental requirements, and benefit from the flexibility and local availability of vehicles.