Impact of consumer motivation on sharing: A case of Uber pool

Abstract

Sharing economy is gaining popularity and has transformed businesses as well as consumer behavior. It is estimated to be a USD 2 billion industry in India by the end of 2020[1] . Consumers have also actively adopted this new business model due to its benefits. However, the reason for individual use is not only utilitarian, but also varies according to their intrinsic personal motivations. Through this project, we attempted to identify the significance of a customer’s Sociable character in his/her intent to use Uber Pool ride sharing service. To understand the sociable character of individuals and their intent to use Uber Pool, we used surveys to collect those data. The sample size is 140. We analyzed the data using statistical techniques to understand the relation. The key finding is that there is no significant correlation between the two factors. I.e. A person being more sociable does not mean that he has a high intention to use Uber Pool. These results were derived from data collected from a sample of uber users and analyzed using Analysis of Variance (ANOVA) test. Further, other factors that can be included in identifying consumer motivations have also been investigated.