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Digital platforms in the sharing economy: mediating and flattening consumption and service relationships
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Digital platforms in the sharing economy: mediating and flattening consumption and service relationships
Silveira, Alexandre Borba da
Date:
2020-06-25
xmlui.dri2xhtml.METS-1.0.item-contributorAdvisor:
Hoppen, Norberto
Abstract:
The aim of this research was to analyze how digital platforms mediate and flatten the relationships between consumers and service providers in the sharing economy (SE) in the light of the Actor-network Theory (ANT). From this perspective, a qualitative longitudinal research was carried out following the theoretical and methodological premises of ANT. Data analysis was carried out in the light of the methodological translation procedure, through which the actors were mapped, observed, and their information was collected, described and translated. Network actors were empirically represented by two case studies. The research results show a socio-technical relationship in the consumer triad - digital platform - service provider in consumer and service relationships. The study of this relationship points to a mediation process, provided by the agency of digital platforms that transport influences and transfer meanings and senses to consumers and service providers. On the other hand, the flattening of relationships results from the action of digital platforms associated with the motivations of consumers and providers. Specifically, the central argument of the thesis reveals flat relationships of consumption and service due to a collective process of engagement between human motivations and non-human actions. Thus, this thesis proposes the Protechsumer concept, opening an agenda for future studies that problematize the literature about this collective agency that motivates, induces, connects, mediates and levels the consumption and service relationships in SE. The study also contributes to the advancement of the literature on sharing economy, digital platforms and consumer behavior, expanding a future agenda on how to analyze these relationships in the light of ANT. In addition to academic debates, the study provides practical implications for the development and operation of business in the sharing economy.
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PPG Administração