1. A triadic framework for collaborative consumption (CC) Motives, activities and resources & capabilities of actors
By:
Sabine Benoit, Thomas L. Baker, Ruth N. Bolton, Thorsten Gruber, Jay Kandampully
Benoit, S./Baker, T./Bolton, R./Gruber, T./Kandampully, J. (2017), A Triadic Framework for Collaborative Consumption: Motives, roles and resources, Journal of Business Research 79, ,

2. Context of Research Current status: Objectives:
Emerging academic literature lacks formal conceptualisation of what collaborative consumption (CC) is.
Objectives:
Delineate collaborative consumption from other forms of exchange
Define actors in terms of motives, activities, resources and capabilities
Suggest avenues for further research
What is collaborative consumption (CC)?
Consumers access goods and services
Goods and services are provided by a peer
Exchange is mediated through a technology platform
Benoit, S./Baker, T./Bolton, R./Gruber, T./Kandampully, J. (2017), A Triadic Framework for Collaborative Consumption: Motives, roles and resources, Journal of Business Research 79,

3. Conceptualising CC Main characteristics
Triadic, not dyadic, relationship: customer + peer service provider + platform provider
Only temporary access to good or service – no transfer of ownership
Mediated through market, not social mechanisms
How does CC compare with other forms of economic exchange? CC
Buying
Renting
Access Based Services
Sharing
Number of actors involved 3 2
2 or more
Nature of exchange
No transfer of ownership
Transfer of ownership
Directness of exchange
Mediated through market mechanisms
Mediated through social mechanisms
Benoit, S./Baker, T./Bolton, R./Gruber, T./Kandampully, J. (2017), A Triadic Framework for Collaborative Consumption: Motives, roles and resources, Journal of Business Research 79,

4. Roles of actors in CC Motives Activities Resources and capabilities
Consumer
Peer-service provider
Platform provider
Motives
(Why do actors get involved in CC)
Economic: reduce costs
Social: belong to “community”
Hedonic: access to luxury good
Reduce risks and responsibilities (in comparison with ownership)
Environmental benefits of “sharing” goods
Economic: income from underutilised asset
Entrepreneurial freedom
Social: get to know new people
Economic: making profits
Create innovative products/React to market trends
Build beneficial relationships with users
Activities
(What activities do actors in CC perform)
Interact with community
Provide information (profile, reviews,…)
Behave (e.g. leave a clean flat)
Grant access to a good
Act as main customer contact
Offer personalised service
Matchmaking: develop technology and algorithms
Present the brand and its value
Create trust and reduce risks
Shape and align social norms (provide “rules of the game”)
Resources smoothing (matching demand and supply)
Resources and capabilities
(What skills / resources are required)
Technical skills, i.e. being “tech-savvy”
Access to an asset
Good reputation/ reviews
Trustworthiness
Market knowledge
Good network (of consumers and peer-service providers)
Power to promote and protect CC
Stakeholder relations (mobilise people in and outside of the platform)
Benoit, S./Baker, T./Bolton, R./Gruber, T./Kandampully, J. (2017), A Triadic Framework for Collaborative Consumption: Motives, roles and resources, Journal of Business Research 79,

5. Opportunities for future research
Peer-to-peer service provider:
Professionalisation: How to make them good brand ambassador without formal training?
Work conditions: How do they fit into the welfare system?, How does CC impact the future of work?
Evaluation: How to prevent discrimination against certain demographics of providers?
Platform provider:
Regulatory framework: employee status, taxes,…
Success factors: why are some successful, others not?
Customer service: how to ensure quality? ? ? ? ? ?
Customer:
Access: Does CC offer greater access to goods for lower income groups?
Motivations: Why might customers prefer CC to other forms of economic exchange?
Opinions: How do customers form expectations and evaluations?
Triadic ecosystem:
Service failure: Who recovers for service failure?
Value: What value is extracted from the relationships in the triangle by each actor?
Broader ecosystem perspective: How do norms in one sector affect norms in another?
Benoit, S./Baker, T./Bolton, R./Gruber, T./Kandampully, J. (2017), A Triadic Framework for Collaborative Consumption: Motives, roles and resources, Journal of Business Research 79,