Subject The emergence and rapid growth of the sharing economy stem from digital platforms of shared access. Such platforms significantly influence all the phases of resource exchange between business entities, making them use digital platforms to render sharing economy services. Objectives We systematize differentiated approaches to pricing for sharing economy services and identify key pricing factors. Methods The study involves methods of logic analysis and systemic representation of various pricing methods. Results The article illustrates the specifics of pricing in shared use platforms and differentiates four types of services, i.e. transport, hospitality and lodging, labor market, rent of commodities. We make a comparison of costs and key pricing factors of traditional business forms and business models of the sharing economy based on digital platforms. We systematize pricing approaches in a new way, making the framework for evaluating financial services of the sharing economy. Knowledge is multiplied as the pricing theory unfolds in the sharing economy. The article demonstrates that it is possible to monetize incompletely utilized resources held by the people in various aspects of the sharing economy. We also show subsequent changes in economic relationships. Conclusions and Relevance Analyzing the data, we conclude that digital platforms do influence prices. Thus, we formulate concepts of direct and indirect pricing effects digital platforms have, systematize pricing effects in the analyzable aspects of the economy.
Keywords: sharing economy, shared access, digital platform, pricing
References:
Yaraghi N., Ravi Sh. The Current and Future State of the Sharing Economy. 2017. URL: Link
Popov E.V., Gertsegova K., Semyachkov K.A. [Innovations in the Institutional Modelling of the Sharing Economy]. Journal of Institutional Studies, 2018, vol. 10, no. 2, pp. 26–43. (In Russ.)
Kung L.-C., Zhong G.-Y. The Optimal Pricing Strategy for Two-Sided Platform Delivery in the Sharing Economy. Transportation Research Part E: Logistics and Transportation Review, 2017, vol. 101, pp. 1–12. URL: Link
Knote R., Blohm I. Deconstructing the Sharing Economy: On the Relevance for IS Research. Proceedings of the 1st Multikonferenz Wirts Chafts Informatic, MKWI 2016, vol. 4, no. 11. Technische Universität Ilmenau, 2016.
Abramova O., Shavanova T., Fuhrer A. et al. Understanding the Sharing Economy: The Role of Response to Negative Reviews in the Peer-to-Peer Accommodation Sharing Network. Twenty-Third European Conference on Information Systems (ECIS). Münster, Germany, Association for Information Systems, 2015. URL: Link
Kooti F., Grbovic M., Aiello L.M. et al. Analyzing Uber's Ride-Sharing Economy. Proceedings of the 26th International Conference on World Wide Web Companion. Perth, Australia, International World Wide Web Conferences Steering Committee, 2017, pp. 574–582.
Cohen P., Hahn R., Hal J. et al. Using Big Data to Estimate Consumer Surplus: The Case of Uber. NBER Working Papers, no. 22627. National Bureau of Economic Research, 2016. URL: Link
Paik Y., Kang S., Seamans R. Entrepreneurship, Innovation, and Political Competition: How the Public Sector Helps the Sharing Economy Create Value. Strategic Management Journal, 2019, vol. 40, iss. 4, pp. 503–532. URL: Link
Sutherland W., Jarrahi M.H. The Sharing Economy and Digital Platforms: A Review and Research Agenda. International Journal of Information Management, 2018, vol. 43, pp. 328–341. URL: Link
Luca M. Designing Online Marketplaces: Trust and Reputation Mechanisms. Innovation Policy and the Economy, 2017, vol. 17, pp. 77–93.
Gibbs C., Guttentag D., Gretzel U. et al. Pricing in the Sharing Economy: A Hedonic Pricing Model Applied to Airbnb Listings. Journal of Travel and Tourism Marketing, 2018, vol. 35, iss. 1, pp. 46–56. URL: Link
Lawani A., Reed M.R., Mark T., Zheng Y. Reviews and Price on Online Platforms: Evidence from Sentiment Analysis of Airbnb Reviews in Boston. Regional Science and Urban Economics, 2019, vol. 75, pp. 22–34. URL: Link
Ikkala T., Lampinen A. Defining the Price of Hospitality. Proceedings of the Companion Publication of the 17th ACM Conference on Computer Supported Cooperative Work & Social Computing – CSCW Companion ’14. New York, USA, ACM Press, 2014, pp. 173–176. URL: Link
Gutt D., Herrmann P. Sharing Means Caring? Hosts' Price Reaction to Rating Visibility. Paper 54. Twenty-Third European Conference on Information Systems (ECIS). Münster, Germany, Association for Information Systems, 2015.
Lampinen A., Cheshire C. Hosting via Airbnb: Motivations and Financial Assurances in Monetized Network Hospitality. Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems. ACM, 2016, pp. 1669–1680.
Guttentag D. Airbnb: Disruptive Innovation and the Rise of an Informal Tourism Accommodation Sector. Current Issues in Tourism, 2015, vol. 18, iss. 12, pp. 1192–1217. URL: Link
Maiburov I.A. et al. Tsifrovye tekhnologii nalogovogo administrirovaniya: monografiya [Digital technologies for tax administration]. Moscow, YUNITI-DANA Publ., 2019, 263 p.
Hagiu A., Wright J. The Status of Workers and Platforms in the Sharing Economy. Journal of Economics and Management Strategy, 2019, vol. 28, iss. 1, pp. 97–108. URL: Link
Gleim M.R., Johnson C.M., Lawson S.J. Sharers and Sellers: A Multi-Group Examination of Gig Economy Workers' Perceptions. Journal of Business Research, 2019, vol. 98, pp. 142–152. URL: Link
Howcroft D., Bergvall-Kåreborn B.A. Typology of Crowdwork Platforms. Employment and Society, 2019, vol. 33, iss. 1, pp. 21–38. URL: Link
LaToza TD, van der Hoek A. Crowdsourcing in Software Engineering: Models, Opportunities, and Challenges. IEEE Software, 2016, vol. 33, iss. 1, pp. 74–80. URL: Link
Razeghian M., Weber T.A. The Advent of the Sharing Culture and its Effect on Product Pricing. Electronic Commerce Research and Applications, 2019, vol. 33. URL: Link
Liu Z., Feng J., Wang J. Effects of the Sharing Economy on Sequential Innovation Products. Complexity, 2019, vol. 2019, pp. 1–18. URL: Link
