HOW TO SUPPORT P2P BUSINESS IN THE SHARING ECONOMY: UNDERSTAND GENERATIONAL DIFFERENCES IN CUSTOMER MOTIVATIONS IN DRIVING DEMAND FOR IDLE ASSETS

This study explores the potential of generational segmentation as a strategy for enhancing the efficiency of peer-to-peer (P2P) platforms within the sharing economy. It focuses on how marketing messages can be tailored to stimulate demand across different generations (Generation X, Y, and Z) for idle assets within this economy. A mixed approach combining quantitative and qualitative data collection and analysis was used. Data collection was conducted in two phases. The first phase, involved the collection of qualitative data. For this purpose, exploratory research using the focus group method was used. The second phase involved quantitative data collection using an online questionnaire. To obtain responses from respondents of different generations, snowball sampling was used. Descriptive statistics, Kruskal-Wallis test, PCA and Welch ANOVA were used for data analysis. This research identified two significant motivational factors (opportunistic/user and social) and discovered generational differences in these motivations. These findings suggest that P2P platforms can leverage generational segmentation to refine their marketing communications, thereby gaining a competitive advantage and supporting business growth. It delves into the implications of these results for customer acquisition and retention strategies within the sharing economy, offering insights that could bolster the performance of P2P businesses. By harnessing the power of generational segmentation, P2P platforms can enhance their marketing effectiveness, stimulate the growth of the sharing economy, and contribute to sustainability.