Users of Sharing Economy Platforms in Russia: Recent Changes in Consumer Behavior
In the era of the Industry 4.0 Collaboration and the ubiquitous digitalization, a number of important trends in economic development arise. The mobile Internet and the Internet of things, VR/AR technologies, artificial intelligence, big data and machine learning, as well as the spread of automation in economics lead to impressive changes both in business processes and in consumer behavior. The growing business environment complexity and the acceleration of technological changes lead to the emergence of new forms of social interaction. In particular, sharing economy phenomena has become one of the main trends that influence customer behavior in many markets. The emergence of online service platforms allows individuals and businesses to share their unused or underutilized resources efficiently and expand the locus of value creation through platform ecosystems (Belk 2007, Grassmuck, 2012, de Reuver et al. 2018). Therefore, the sharing economy leads to an increase in the efficiency of economic and business activities (DuPuis, Rainwater, 2015). There is no doubt that “there is potential in this sector for creating new businesses that allocate value more fairly, that are more democratically organized, that reduce eco-footprints, and that can bring people together in new ways” (Schor, 2014, p.11).