Where does the Customer Value of Sharing Service come from?
The behavior of customers has changed from all-consumption to collaborative consumption in the past decade. Sharing service is now becoming a major trend in our daily lives. From the view of customers, it has both benefits and risks: it offers benefits such as money saving and environmental protection, but it also has non-negligible risks, such as a risk of stumbling into crime in a worst-case situation. Therefore, it would make sense for human beings not to choose sharing service, since human beings are risk averse by nature. But why do people recently choose sharing service? In this paper, we present a hypothesis to answer this question. We conjecture that “a successful service provider always covers its sharing risks that otherwise must be covered by the customers.” Thus the customers of the sharing service could coop the benefits of sharing solely and this explains the recent rise of sharing service popularization.
