Collaborative Consumption: A Systematic Literature Review and Future Research Trajectories in the Marketing and Related Fields

• Main Author: Wang, Shaoshan
• Format: Dissertation
• Language: English
• Published: ProQuest Dissertations & Theses 01.01.2022
• Subjects: Accounting; Business administration; Marketing
• ISBN: 9798380413060

Collaborative consumption (CC) has increasingly received research attention over the past few years, since the appearance of sharing economy. Prior published papers (by Prof. Matthew Tingchi Liu and WANG, Shaoshan have proved this CC research topic is interesting and worthy of investigation. In the first paper, Celebrity endorsement in marketing 1960 to 2021: A bibliometric review and future agenda, it has been proved that the celebrity endorsement is a crucial research domain and marketing perspective is a significant intellectual structure section of celebrity. Then in the second paper, we chose the green marketing as research topic and found consumer behavior is an important significant intellectual structure section of green marketing. Therefore, this thesis chose the CC as the research topic, followed our prior research.Although plentiful studies have investigated this domain, research that has reviewed the accumulated research domain in a holistic way is quite sparse. Therefore, this study conducts a systematic review of CC. After considering the Theory–Context– Characteristics–Methodology review protocol, i.e., focusing on theories, contexts, characteristics, and methodologies, this study answered the following research questions (1) depicts a comprehensive general overview of the research domain and (2) develops a promising research agenda for further research. This study reveals that existing studies have utilized diverse theories to illustrate the CC phenomenon.