Modelling Consumer Behaviour on Online Collaborative Platforms

The importance of analysing consumer behaviour is determined by the central place it holds in marketing. Consequently, consumer behaviour analysis is essential to any business which aims to achieve its goals and to be successful since all market segmentation-related decisions, marketing strategies, the selection of distribution channels, new product ideas as well as product development must consider and must be based on the research conducted on target consumer behaviour. The theory of consumer behaviour has become a crucial field for marketing, especially after the emergence of the modern marketing concept. There are four major factors that must be taken into account when analysing consumer behaviour: motivation, perception, beliefs and attitudes. Collaborative platforms are considered the perfect means for people who wish to contribute to environmental sustainability and to make a profit at the same time by sharing or renting properties that they own and which are available at a certain point in time.