Abstract
The purpose of this dissertation is to contribute to our understanding of non-ownership consumption behavior. A growing number of consumers are choosing to forgo ownership and instead participate in non-ownership consumption through alternative forms of exchange such as renting and market-mediated sharing. Today, the consumer rental market has expanded to include many products traditionally purchased outright including: jewelry, cars, paintings, movies, pets, handbags, vacation homes, books, and toys. A set of three essays examines non-ownership and the impact of alternative forms of exchange on the consumer decision making process. Essay 1 investigates consumer motivations to participate in non-ownership consumption through service providers like Zipcar, Netflix, and Rhapsody. Essay 2 explores differences in the decision-making process for non-ownership consumption choices. Essay 3 explores the impact of non-ownership acquisition choice on post-purchase evaluations. The goal of this dissertation is to develop a better understanding of non-ownership consumption in an effort to contribute to a more comprehensive theory of marketing. The contributions of this research include a greater understanding of a growing market for non-ownership experiences, a more comprehensive overview of the full market of both non-ownership and ownership consumption choices, and meaningful managerial insight into how to best offer both non-ownership and ownership purchase options to consumers. With few exceptions, the existing marketing literature has focused on how consumers become aware of and purchase goods and services while largely ignoring non-ownership as a form of consumption. Ownership has been viewed as a marker of success and provides stability as a source of accumulated wealth and investment. If we are defined by what we own as many past researchers have suggested, why are more and more consumers choosing to rent?
|
