Determining the Reasons of University Students ‘Participation in Online Sharing Platforms.

Ayhan Şengöz

doi:10.12804/revistas.urosario.edu.co/disertaciones/a.15180

##plugins.block.makeSubmission.linkLabel##

Determinando os motivos da participação de estudantes universitários em plataformas de compartilhamento on-line

DOI: https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.15180

PDF (English) HTML (Español (España)) XML (Español (España))

Publicado: ene 7, 2026

Edição: v. 19 n. 1 (2026): La comunicación como fundamento de la transparencia en los museos

Seção Avanços (Miscellanea)

Palavras-chave: plataformas de compartilhamento on-line economia compartilhada atitudes dos usuários motivação intenção de participação

Autores

Ayhan Şengöz
Anadolu University

Resumo

Nos últimos anos, consumidores —especialmente jovens, adeptos do uso de tecnologias de informação e comunicação —têm demonstrado crescente interesse por plataformas de compartilhamento on-line. A rápida adoção dessas plataformas por esse público, aliada ao aumento dos investimentos financeiros e ao seu potencial de inovação, reforça a importância do estudo desse fenômeno. No entanto, há uma notável carência de estudos qualitativos e quantitativos que explorem as motivações para a participação, fundamentais para a compreensão do comportamento do usuário. Este estudo tem como objetivo identificar as razões pelas quais estudantes universitários participam de plataformas de compartilhamento on-line e examinar como essas motivações influenciam sua intenção de participação. Espera-se que os resultados apoiem o desenvolvimento de plataformas mais amigáveis ao usuário. Um estudo qualitativo, com entrevistas semiestruturadas, foi conduzido para desvendar os fatores que influenciam a participação, seguido pela proposta de um modelo conceitual com base nesses resultados. A Modelagem de Equações Estruturais (MEE) foi empregada para testar as hipóteses e validar o modelo. A análise revelou compatibilidade entre o modelo e os dados, com a maioria das hipóteses confirmadas. Os resultados indicam que benefícios financeiros, interação social, confiança em comentários e avaliações, e sustentabilidade aumentam significativamente as intenções de participação.

Como Citar

Şengöz, A. (2026). Determinando os motivos da participação de estudantes universitários em plataformas de compartilhamento on-line. Anuario Electrónico De Estudios En Comunicación Social "Disertaciones", 19(1). https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.15180

Referências

Albinsson, P., Perera, B., & Belk, R. (2018). The rise of the sharing economy: Exploring the challenges and opportunities of collaborative consumption. Praeger. DOI: https://doi.org/10.5040/9798216009252

Bardhi, F., & Eckhardt, G. (2012). Access-based consumption: The case of car sharing. Journal of consumer research, 39(4), 881-898. https://doi.org/10.1086/666376 DOI: https://doi.org/10.1086/666376

Belk, R. (2007). Why not share rather than own? The Annals of the American Academy of Political and Social Science, 611(1), 126-140. https://doi.org/10.1177/0002716206298483 DOI: https://doi.org/10.1177/0002716206298483

Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of business research, 67(8), 1595-1600. https://doi.org/10.1016/j.jbusres.2013.10.001 DOI: https://doi.org/10.1016/j.jbusres.2013.10.001

Bellotti, V., Ambard, A., Turner, D., Gossmann, C., Demkova, K., & Carroll, J. (2015). A muddle of models of motivation for using peer-to-peer economy systems. In Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems, (s. 1085-1094). https://doi.org/10.1145/2702123.2702272 DOI: https://doi.org/10.1145/2702123.2702272

Benkler, Y. (2004). Sharing nicely: On shareable goods and the emergence of sharing as a modality of economic production. Yale Law Journal, 114, 273. DOI: https://doi.org/10.2307/4135731

Botsman, R., & Rogers, R. (2010). What’s mine is yours. The rise of collaborative consumption. Harper Collins Publishers Inc.

Böcker, L., & Meelen, T. (2017). Sharing for people, planet or profit? Analysing motivations for intended sharing economy participation. Environmental Innovation and Societal Transitions, 23, 28-39. https://doi.org/10.1016/j.eist.2016.09.004 DOI: https://doi.org/10.1016/j.eist.2016.09.004

Bucher, E., Fieseler, C., & Lutz, C. (2016). What’s mine is yours (for a nominal fee)–Exploring the spectrum of utilitarian to altruistic motives for Internet-mediated sharing. Computers in Human Behavior, 62, 316-326. https://doi.org/10.1016/j.chb.2016.04.002 DOI: https://doi.org/10.1016/j.chb.2016.04.002

Chase, R. (2015). Peers Inc: how people and platforms are inventing the collaborative economy and reinventing capitalism. PublicAffairs.

Clark, V., & Ivankova, N. (2015). Mixed methods research: A guide to the field (Vol. 3). Sage publications.

Cook, K., Yamagishi, T., Cheshire, C., Cooper, R., Matsuda, M., & Mashima, R. (2005). Trust Building via Risk Taking: A Cross-Societal Experiment. Social Psychology Quarterly, 68(2), 121-142. https://doi.org/10.1177/019027250506800202 DOI: https://doi.org/10.1177/019027250506800202

Creswell, J., & Clark, V. (2010). Designing and conducting mixed methods research. Sage publications.

Frenken, K., & Schor, J. (2017). Putting the sharing economy into perspective. Environmental Innovation and Societal Transitions, 100(23), 3-10. https://doi.org/10.4337/9781788117814.00017 DOI: https://doi.org/10.1016/j.eist.2017.01.003

Friedman, G. (2014). Workers without employers: shadow corporations and the rise of the gig economy. Review of Keynesian Economics, 2(2), 171-188. https://doi.org/10.4337/roke.2014.02.03 DOI: https://doi.org/10.4337/roke.2014.02.03

Gagné, M., & Deci, E. (2014). The History of Self-Determination Theory in Psychology. The Oxford handbook of work engagement, motivation, and self-determination theory (p. 1-10). Oxford. DOI: https://doi.org/10.1093/oxfordhb/9780199794911.013.006

Galbreth, M., Ghosh, B., & Shor, M. (2012). Social sharing of information goods: Implications for pricing and profits. Marketing Science, 31(4), 603-620. https://doi.org/10.1287/mksc.1120.0706 DOI: https://doi.org/10.1287/mksc.1120.0706

Gansky, L. (2010). The mesh: Why the future of business is sharing. Penguin.

Giesler, M. (2006). Consumer gift systems. Journal of consumer research, 33(2), 283-290. https://doi.org/10.1086/506309 DOI: https://doi.org/10.1086/506309

Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the association for information science and technology, 67(9), 2047-2059. https://doi.org/10.1002/asi.23552 DOI: https://doi.org/10.1002/asi.23552

Hawlitschek, F., Teubner, T., & Gimpel, H. (2016). Understanding the sharing economy--Drivers and impediments for participation in peer-to-peer rental. 49th Hawaii International Conference on System Sciences (HICSS), (s. 4782-4791). https://doi:10.1109/HICSS.2016.593 DOI: https://doi.org/10.1109/HICSS.2016.593

John, N. (2013). Sharing and Web 2.0: The emergence of a keyword. New media & society, 15(2), 167-182. https://doi.org/10.1177/1461444812450684 DOI: https://doi.org/10.1177/1461444812450684

Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003 DOI: https://doi.org/10.1016/j.bushor.2009.09.003

Keetels, L. (2013). Collaborative Consumption: The influence of trust on sustainable peer-to-peer productservice systems. https://studenttheses.uu.nl/handle/20.500.12932/13084

Kenney, M., & Zysman, J. (2016). The rise of the platform economy. Issues in science and technology, 32(3). https://issues.org/rise-platform-economy-big-data-work/

Keymolen, E. (2013). Trust and technology in collaborative consumption. Why it is not just about you and me. Bridging distances in technology and regulation, 135, 135-150.

Kim, J., Yoon, Y., & Zo, H. (2015). Why People Participate in the Sharing Economy: A Social Exchange Perspective. PACIS,76. http://aisel.aisnet.org/pacis2015/76

Lamberton, C., & Rose, R. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125. https://doi.org/10.1509/jm.10.0368 DOI: https://doi.org/10.1509/jm.10.0368

Lampinen, A., Huotari, K., & Cheshire, C. (2015). Challenges to participation in the sharing economy: the case of local online peer-to-peer exchange in a single parents’ network. Interaction Design and Architecture(s) Journal, 16-32. https://doi.org/10.55612/s-5002-024-001 DOI: https://doi.org/10.55612/s-5002-024-001

Mayer, R., Davis, J., & Schoorman, F. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734. https://doi.org/10.5465/amr.1995.9508080335 DOI: https://doi.org/10.2307/258792

Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207. https://doi.org/10.1002/cb.1512 DOI: https://doi.org/10.1002/cb.1512

OECD. (2016). Protecting Consumers In Peer Platform Markets: Exploring The Issues, OECD Digital Economy Papers, No. 253, OECD Publishing, Paris, https://doi.org/10.1787/5jlwvz39m1zw-en DOI: https://doi.org/10.1787/5jlwvz39m1zw-en

Olson, M., & Kemp, S. (2015). Sharing economy: an in-depth look at its evolution & trajectory across industries. Piper Jaffray Investment Research.

Owyang, J. (2013). The collaborative economy. Altimeter, United States. http://www.collaboriamo.org/media/2014/04/collabecon-draft16-130531132802-phpapp02-2.pdf

Pagel, M. (2012). Wired for culture: The natural history of human cooperation. Penguin.

Prothero, A., Dobscha, S., Freund, J., Kilbourne, W., Luchs, M., Ozanne, L., & Thøgersen, J. (2011). Sustainable consumption: Opportunities for consumer research and public policy. Journal of Public Policy & Marketing, 30(1), 31-38. https://doi.org/10.1509/jppm.30.1.31 DOI: https://doi.org/10.1509/jppm.30.1.31

Qualman, E. (2012). Socialnomics: How social media transforms the way we live and. John Wiley & Sons.

Ryan, R., & Connell, J. (1989). Perceived locus of causality and internalization: examining reasons for acting in two domains. Journal of personality and social psychology, 57(5), 749. https://doi.org/10.1037/0022-3514.57.5.749 DOI: https://doi.org/10.1037//0022-3514.57.5.749

Ryan, R., & Deci, E. (2017). Self-determination theory: Basic psychological needs in motivation, development, and wellness. Guilford Publications. DOI: https://doi.org/10.1521/978.14625/28806

Schiel, F. (2015). The phenomenon of the sharing economy in Germany: Consumer motivations for participating in collaborative consumption schemes. Twente: University of Twente. https://essay.utwente.nl/68106/

Schor, J. (2016). Debating the sharing economy. Journal of Self-Governance and Management Economics, 4(3), 7-22. https://greattransition.org/publication/debating-the-sharing-economy DOI: https://doi.org/10.22381/JSME4320161

Schor, J., & Fitzmaurice, C. (2015). Collaborating and connecting: the emergence of the sharing economy. In Handbook of research on sustainable consumption. Edward Elgar Publishing. https://doi.org/10.4337/9781783471270.00039 DOI: https://doi.org/10.4337/9781783471270.00039

Schor, J. B., Fitzmaurice, C., Carfagna, L. B., Attwood-Charles, W., & Poteat, E. D. (2016). Paradoxes of openness and distinction in the sharing economy. Poetics, 54, 66-81. https://doi.org/10.1016/j.poetic.2015.11.001 DOI: https://doi.org/10.1016/j.poetic.2015.11.001

Slee, T. (2015). What’s yours is mine: Against the sharing economy. Or Books. DOI: https://doi.org/10.2307/j.ctt1bkm65n

Van de Glind, P. (2013). The consumer potential of Collaborative Consumption: Identifying the motives of Dutch Collaborative Consumers & Measuring the consumer potential of Collaborative Consumption within the municipality of Amsterdam. https://studenttheses.uu.nl/handle/20.500.12932/14225

Wang, C., & Zhang, P. (2012). The evolution of social commerce: The people, management, technology, and information dimensions. Communications of the association for information systems, 31(1), 5. https://doi.org/10.17705/1CAIS.03105 DOI: https://doi.org/10.17705/1CAIS.03105

Estatísticas de consulta