Yours, mine, and ours: A user-centric analysis of opportunities and challenges in peer-to-peer asset sharing

The sharing economy is growing globally in terms of user numbers, service providers, and novel concepts. Peer-to-peer (P2P) asset sharing, or asset rental between private individuals, has attracted the attention of entrepreneurs and researchers alike. P2P asset-sharing networks need to focus on two distinct customer groups: (1) asset owners willing to rent out their assets, and (2) renters interested in renting others’ assets. Despite consumers’ high interest in P2P asset sharing, participation rates lag projections, which is mainly attributable to lack of participating asset owners. This could be problematic for P2P networks as they do not own assets; instead, they rely on a sufficient number of asset owners to participate. Detailed indications on the participation motives of users are required to distinctly position P2P asset sharing and enhance communication of consumer-relevant benefits. To this end, we have engaged in a detailed investigation of participation motives in the P2P car-sharing context. We have conducted in-depth interviews with car owners and renters to derive usage types that represent consumer decision profiles that participate in P2P car-sharing services. Based on our findings, we provide extensive recommendations to entrepreneurs in the P2P asset-sharing market.