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  • Yet previous research on collaborative consumption research

    2018-11-05

    Yet, previous research on collaborative consumption research also found that participants are guided by different motives. For example, toy library sharing may be guided both by the desire for resistance against conventional structures and mCAP related benefits (Ozanne & Ballantine, 2010). Similarly, participants in organized sharing events aim to reduce consumption and foster sustainable consumption, as well as to enjoy community involvement (Albinsson & Perera, 2012). For Schor (2013), TBs are largely motivated by the social connection encountered and the social experience. Thus, the participation in these “community hubs” (Gregory, 2009) is expected to serve different goals as also confirmed in a recent study on Spanish TB (Valor & Papaoikonomou, 2016).
    Participation in social and political organizations Previous work on participation in social and political organizations has examined forms of participation (Holmes & Slater, 2012) and the factors influencing it (e.g. García-Mainar & Marcuello, 2007). Three main factors are thought to influence participation (see a review García-Mainar & Marcuello, 2007): personal motivation, socioeconomic factors like education and income, and structural factors, such as other commitments and lack of time (Clary & Miller, 1986) or contextual factors such as governmental spending in social welfare (García-Mainar & Marcuello, 2007). Furthermore, previous work in nonprofit marketing has distinguished between passive and active participation in terms of participation intensity (Holmes & Slater, 2012; Wollebaek & Selle, 2002). Although some studies have examined the relationship between motivation and participation, few studies have aimed to establish whether the intensity and type of participation depends on the types of personal goals sought. Personal goals can be broadly defined as individualized representations of “states or outcomes that one would like to achieve (or avoid)” (Ford, 1992, p. 248). Through the participation in different social networks, as would be the case of TB, individuals intend to attain their goals, whether Reading fram are self-related or other-related (Wollebaek & Selle, 2002). Tschirhart, Mesch, Perry, Miller, and Lee (2001) concluded that volunteers’ behavior is purposeful and intends to achieve their life goals. In a qualitative study of membership organizations, Holmes and Slater (2012) suggested a relationship between type of goal and patterns of participation. The authors identify four broad types of goals for joining a membership organization: purposive, solidary, hobby, and material goals. Purposive goals are based on global concerns, such as promoting justice or fighting poverty. Solidary goals are related to social interaction and the establishment of social groups. Hobby goals capture the lifelong interest in the subject or site supported by the association. Finally, material goals refer to benefits of a more tangible nature, such as discounts. The authors found that hobbyists were the most active participants, but fail to offer a rationale to explain why this is the case. Previous work on participation in TBs has implicitly assumed that, regardless of the goals of participants, they will be active in the exchange network. Participation in TBs is depicted as a political lifestyle by several authors (Collom, 2011; Dittmer, 2013; Laamanen et al., 2015; North, 2006). These authors implicitly assume that, for the enactment of this lifestyle, members would be active in exchanges with one mCAP another to obtain services. By exchanging outside mainstream markets, they resist neoliberal marketplace and break from the power relations inherent in the capitalist system. These authors’ rationale suggests that exchanging is, for these members, a form of political emancipation (North, 2006); therefore, following these authors we should expect greater participation for members with political goals.