Fatores que contribuem para o consumo de plataformas de economia do compartilhamento: um estudo com jovens universitários

Abstract

The sharing economy is a recent theme in contemporary society, in which organizations with this profile have grown and investors have paid attention to companies that appear in this segment. The sharing economy can be considered a peer-to-peer activity based on obtaining, granting or sharing access to goods and services, coordinated through online community services. Platforms from different segments such as Uber (transport), AirBnb and CouchSurfing (Tourism and Hospitality), BlaBlaCar (sharing rides), and Coursera (education) are some of the examples that have emerged in this regard. The pur pose of this article is to identify the factors that contribute to the consumption of shared economy platforms in the context of young university students. For this, an exploratory qualitative study was carried out. The research strategy employed was to hold focus groups with university students from Social Communication and Administration courses at a federal educational institution in Southeast Brazil. In total, 50 students participated in the focus groups. The method of analysis used was content analysis, following the recommendations of Bardin (1977). As a result, it was concluded that cost savings, social influence and trust, and age and stage in the life cycle are the factors that most contribute to the interest in using sharing economy platforms, in t he view of focus group participants.