Effects of strategy characteristics for sustainable competitive advantage in sharing economy businesses on creating shared value and performance

초록

This study aimed to identify strategy characteristics for sustainable competitive advantage in businesses utilizing the sharing economy (SE) and to investigate whether such strategy characteristics are related to creating shared value (CSV) and performance. A total of 631 participants who had used goods and services of SE businesses were selected as the unit of analysis in reference to the components of business-to-peer (B2P) and peer-to-peer (P2P) SE business models. Reliability, validity, and goodness-of-fit tests and path analysis were performed using SPSS and AMOS statistical packages. The following results were obtained. First, regarding the relationship between strategy characteristics for sustainable competitive advantage and social congruence, which is related to creating shared value, this variable was significantly influenced by value network in the B2P model and strategic innovation and strategic resources in the P2P model. Second, regarding relationship with the aforementioned strategy characteristics and value of information sharing, the latter variable was significantly influenced by moment of truth, strategic innovation, and value network in the B2P model, and moment of truth, strategic resources, and value network in the P2P model. Third, regarding the relationship among variables related to CSV and their contribution to performance, social value congruence was affected by value of information sharing, and these variables had significant effects on value of participation in both models. Only value of participation made a significant contribution to performance.

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