A Peer-fect Website Marketing Strategy
(2023) SKOK11 20231Department of Strategic Communication
- Abstract
- This thesis explores factors that influence consumers' willingness to use P2P rental platforms, and how these affect consumers’ service and brand impression. This was achieved by conducting a qualitative study through interviews and observations with participants exploring the P2P rental platform Hygglo. By employing Weick’s Sensemaking Theory and the Technology Acceptance Model (TAM) when analyzing the participants' reflections as they experienced Hygglo’s platform, we propose how P2P rental platforms can improve their service by strategically communicating it. The results suggest that three key factors play a role in determining whether or not people are willing to use a P2P rental platform: visual elements, technical features, and... (More)
- This thesis explores factors that influence consumers' willingness to use P2P rental platforms, and how these affect consumers’ service and brand impression. This was achieved by conducting a qualitative study through interviews and observations with participants exploring the P2P rental platform Hygglo. By employing Weick’s Sensemaking Theory and the Technology Acceptance Model (TAM) when analyzing the participants' reflections as they experienced Hygglo’s platform, we propose how P2P rental platforms can improve their service by strategically communicating it. The results suggest that three key factors play a role in determining whether or not people are willing to use a P2P rental platform: visual elements, technical features, and third-party endorsements and integrations. We also discovered an additional factor that we call "frame" which seems to impact the other key factors. The findings propound that P2P rental platforms ought to communicate from a service marketing approach, where the communication emanates from a point where value is created in the use of the service, rather than the offered products. (Less)
- Abstract (Swedish)
- Den här uppsatsen utforskar faktorer som influerar konsumenters villighet att använda P2P-hyresplattformar, och hur dessa påverkar konsumenters intryck av deras tjänst och varumärke. Detta uppnåddes genom att genomföra en kvalitativ studie med intervjuer och observationer av deltagare som utforskade P2P-hyresplattformen Hygglo. Genom att tillämpa Weicks sensemakingteori och Technology Acceptance Model (TAM) vid analysen av deltagarnas reflektioner och erfarenheter av Hygglos plattform, föreslår vi hur P2P-hyresplattformar kan förbättra sin tjänst genom strategisk kommunikation. Resultaten tyder på att tre nyckelfaktorer spelar roll för människors villighet att använda en P2P-hyresplattform: visuella element, tekniska funktioner och... (More)
- Den här uppsatsen utforskar faktorer som influerar konsumenters villighet att använda P2P-hyresplattformar, och hur dessa påverkar konsumenters intryck av deras tjänst och varumärke. Detta uppnåddes genom att genomföra en kvalitativ studie med intervjuer och observationer av deltagare som utforskade P2P-hyresplattformen Hygglo. Genom att tillämpa Weicks sensemakingteori och Technology Acceptance Model (TAM) vid analysen av deltagarnas reflektioner och erfarenheter av Hygglos plattform, föreslår vi hur P2P-hyresplattformar kan förbättra sin tjänst genom strategisk kommunikation. Resultaten tyder på att tre nyckelfaktorer spelar roll för människors villighet att använda en P2P-hyresplattform: visuella element, tekniska funktioner och third-party endorsements och -integrationer. Vi upptäckte även en ytterligare faktor som vi benämner "frame", vilken verkar påverka de andra nyckelfaktorerna. Resultaten föreslår att P2P-hyresplattformar bör kommunicera utifrån ett tjänstemarknadsföringsperspektiv, där kommunikationen utgår från att värdet uppstår genom användningen av tjänsten, snarare än de erbjudna produkterna. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9117436
- author
- Klofsten, Ellen LU and Sandin Värn, Märtha LU
- supervisor
- organization
- alternative title
- A sensemaking analysis of how to steer a peer into participating in the sharing economy through strategic service communication
- course
- SKOK11 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- P2P rental platform, service marketing, sharing economy, sensemaking, Technology Acceptance Model
- language
- English
- id
- 9117436
- date added to LUP
- 2023-08-29 15:12:37
- date last changed
- 2023-08-29 15:12:37
@misc{9117436,
abstract = {{This thesis explores factors that influence consumers' willingness to use P2P rental platforms, and how these affect consumers’ service and brand impression. This was achieved by conducting a qualitative study through interviews and observations with participants exploring the P2P rental platform Hygglo. By employing Weick’s Sensemaking Theory and the Technology Acceptance Model (TAM) when analyzing the participants' reflections as they experienced Hygglo’s platform, we propose how P2P rental platforms can improve their service by strategically communicating it. The results suggest that three key factors play a role in determining whether or not people are willing to use a P2P rental platform: visual elements, technical features, and third-party endorsements and integrations. We also discovered an additional factor that we call "frame" which seems to impact the other key factors. The findings propound that P2P rental platforms ought to communicate from a service marketing approach, where the communication emanates from a point where value is created in the use of the service, rather than the offered products.}},
author = {{Klofsten, Ellen and Sandin Värn, Märtha}},
language = {{eng}},
note = {{Student Paper}},
title = {{A Peer-fect Website Marketing Strategy}},
year = {{2023}},
}