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The rapid development of technological platforms, coupled with changes in consumer preferences, has fueled the rise of collaborative consumption. The present research employs a multi-method approach to examine consumer motivations to engage in collaborative consumption. Consumer profiles for collaborative consumption are developed, followed by an experiment that examines the role of consumer self-image congruence with platforms and workers. The results suggest that firms should prime consumers on similarities that they may share as self-image congruence mediates the relationship with both platforms and workers. This research develops consumer profiles for collaborative consumption engagement across multiple platforms and provides relevant managerial implications.

Why own when you can access? Motivations for engaging in collaborative consumption