Role transitions at the prosumer level: spillover effects in the collaborative economy from an interactive marketing perspective
研究了协同经济中消费者从用户转变为供应商的过程，通过四个实验检验了溢出效应、同伴影响、社交化等因素对角色转换的影响，为平台管理者将现有用户转化为供应商提供了关键变量。
Purpose The purpose of this study is to examine the process underlying how consumers shift roles from users to suppliers of goods or services in the collaborative economy (CE). It examines quantatively the impact of a series of explanatory variables underlying that switchover process. Design/methodology/approach This study identifies and tests the key factors that motivate the user-provider transition by introducing the spillover effect from the proenvironmental literature into collaborative practices and using four experimental designs. Considering behavioral characteristics, context, intrinsic variables and socialization, this study provides an in-depth understanding of the process of transition from user to supplier in the CE. Findings The results suggest the interactive nature of the spillover as peer influence boosts changes in individual motivations, preferences and behaviors. Furthermore, promoting solidarity between members of the CE platform facilitates the transition of participants from users to providers. In addition, the users’ perception of socialization, satisfaction and sense of indebtedness may also play a significant role in the transition. Research limitations/implications The study highlights the process underlying the switchover from user to provider at the prosumer level. More specifically, this study identifies key variables influencing the intention to switchover in the CE by drawing on the spillover effect from pro-environmental behavior and considering the spillover as an interactive process. Practical implications Managers who wish to develop collaborative systems must attract a critical mass of providers to ensure the viability of their systems. Instead of recruiting new providers, managers may convert existing users into providers. This study identifies the key variables to modulate to this end. Originality/value The findings offer important managerial implications and shed new light on the CE literature.