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ACC JOURNAL 2022, Volume 28, Issue 2 DOI: 10.15240/ ul/004/2022-2-007
GENERATION X, Y, AND Z PREFERENCES FOR CAR-SHARING IN DIFFERENT
SITUATIONS
Pa el Pelech1; Julie Holendo á2
Technical Uni e si y o Libe ec, Facul y o Economics,
Depa men o Ma ke ing and T ade,
S uden ská 1402/2, 461 17 Libe ec 1, Czech Republic
e-mail: 1pa el.pelec[email p o ec ed]; 2[email p o ec ed]
Abs ac
The aim o his a icle is o assess he in luence o di e en gene a ions (X, Y, and Z) on hei
willingness o p e e a sha ed ca o hei own ca in speci ically de ined si ua ions. The
esea ch was conduc ed om Decembe 2021 o Ma ch 2022 and in ol ed 741 esponden s,
equally dis ibu ed among he h ee gene a ions analyzed. The indings o he esea ch sugges
ha di e en gene a ions o esponden s will no ha e di e en p e e ences o using ca -
sha ing in di e en si ua ions. Signi ican di e ences be ween gene a ions we e only ound in
he si ua ion whe e ca -sha ing would be p e e ed on he way o school o wo k. In o he
cases, no signi ican dependence be ween gene a ions was shown. All gene a ions o
esponden s can imagine using a ca sha e mo e egula ly du ing a el and en e ainmen , bu
no so much wi h child en o clubs o when shopping and unning e ands a he au ho i ies.
This ac can be use ul o ma ke e s who need o disce n he mo i es o cus ome
pa icipa ion in he sha ing economy o he ca -sha ing segmen . A he same ime, ma ke ing
knowledge in connec ion wi h he sha ing economy will be enhanced.
Keywo ds
Ca sha ing; Gene a ion X; Gene a ion Y; Gene a ion Z; Ma ke ing communica ions; Sha ing
economy.
In oduc ion
The de elopmen o echnology, especially he in e ac i e en i onmen hanks o Web 2.0,
has enabled, among o he hings, he eme gence o he sha ing economy. I s impo ance is
g owing no only locally bu also globally, no only in e ms o i s inancial olume bu also in
e ms o he numbe o p oduc s ha pa icipan s in he sha ing economy a e willing o sha e
[1]. One o he mos isible p oduc s o he sha ing economy is ca sha ing. I has been
epo ed ha sales in his segmen will each almos USD 13 billion wo ldwide in 2022 and
e en USD 16.5 billion in 2026, o which he Czech Republic is expec ed o ha e sales o
app oxima ely USD 66 million. Mo e han 60 million cus ome s wo ldwide a e expec ed o
use ca -sha ing in 2026, including app oxima ely 400,000 cus ome s in he Czech Republic.
Almos he en i e olume o sales (95%) will be gene a ed in he online en i onmen [2].
Pla o ms ha will media e he sha ing be ween he p oduc owne and he one who needs he
p oduc in he sha ing economy en i onmen will need o know hei cus ome s in de ail, hei
wan s, needs, and conce ns ha will a ise in ela ion o sha ing p oduc s.
The e is a weal h o in o ma ion on sha ing p oduc s and he sha ing economy in gene al in
academic publica ions and scien i ic a icles. In he con ex o ca sha ing, o example, Tu on
[3] discusses he di icul ies ha ca -sha ing use s may encoun e om he momen hey
egis e on he pla o m, h ough he ese a ion o ca -sha ing, i s use, and i s e u n.
87
Chapman e al. [4], in u n, add ess whe he ca sha ing will lead o a educ ion in ca use and
hence emissions, alluding o he necessa y change in beha io be ween hose who ha e a ca
and hose who will need one. Kolleck [5] also men ions he impac o ca sha ing on
sus ainabili y. Sha ed ca s in conjunc ion wi h ma ke ing a e discussed, o example, by Luan
e al. [6] o Liang e al. [7]. Luan e al. [6] discuss he gene al bene i s o ca -sha ing and
p esen he cha ac e is ics o a ypical use o D i eNow’s ca -sha ing se ice, acco ding o
which he ypical ca -sha ing use is a male, aged 25-45, wi h abo e-a e age income, wi hou
child en, li ing in he ci y, who uses he ca -sha ing se ice in his ee ime. Liang e al. [7]
sea ch o an op imal p icing mechanism o se ing he p ice o ca sha ing.
The igh a ge ing and se -up o ma ke ing communica ions will be key o pla o ms ha
media e sha ing. Wi hou a p ope de ini ion o he cus ome segmen and mapping o hei
needs, he ma ke ing communica ion o he pla o ms will no be e ec i e [8].
Based on a s udy o he li e a u e, a knowledge gap was iden i ied whe e he dependence o
each gene a ion (X, Y, and Z) on hei willingness o p e e a ca -sha ing pla o m o hei
own ca in speci ically de ined si ua ions was no in es iga ed o ma ke ing communica ion
pu poses. This a icle will i s ocus on he li e a u e e iew ha ela es o he sha ing
economy and ca -sha ing. This is ollowed by a desc ip ion o he esea ch objec i es and
me hods used. Finally, he esul s o his a icle a e summa ized and possible a eas o u he
esea ch a e ou lined.
1 Li e a u e Re iew
The li e a u e e iew will be based on a sea ch o academic and scien i ic publica ions on he
sha ing economy and ca -sha ing.
1.1 Sha ing Economy
The sha ing economy is “a socio-economic sys em based on he sha ing o esou ces” [9,
p. 113], which should lead o educed p oduc ion and posi i e en i onmen al impac s. I s
eme gence is associa ed wi h he Fou h Indus ial Re olu ion, as du ing he Fi s and Second
Indus ial Re olu ions, he e was a s ong emphasis on owne ship. I was no un il he Thi d
Indus ial Re olu ion ha b ough a g adual change in he iew o owne ship, which allowed
he sha ing economy o ully de elop du ing he Fou h Indus ial Re olu ion. O cou se, he
sha ing economy i sel is no new, as sha ing was al eady aking place in he days be o e he
Fou h Indus ial Re olu ion, bu i was only he online en i onmen ha came wi h he
Fou h Indus ial Re olu ion ha allowed he sha ing economy as we know i oday o
become mo e isible and ully- ledged [10].
The ise o he sha ing economy is mos isibly associa ed wi h wo companies – Ube and
Ai bnb – ha ha e enabled consume s o access indi idual’s p i a e p ope y [11]. The
sha ing economy could no exis wi hou supply, demand, and he ma ke . In addi ion,
in o ma ion, esou ces, and linkages a e essen ial o i s unc ioning [10], as shown in Figu e 1.
The ma ke ha s ands be ween supply and demand in he sha ing economy is he pla o m.
This pla o m ga he s esou ces, p o ides in o ma ion and c ea es ela ionships be ween
ac o s in he sha ing economy [10]. The pla o m is a wo-sided ma ke , wi h unused asse s on
o e on one side and demand o hem on he o he . Thanks o money, he unused asse s each
he demand side, i.e. bo h pa ies bene i [12]. In addi ion o asse owne s and consume s,
he e a e p osume s in he sha ing economy ma ke , a ype o people who ac on bo h he
supply and demand side (supply one ype o asse , demand ano he ype o asse ) [13].
88
Sou ce: [10, p. 3].
Fig. 1: Fundamen al ac o s o he sha ing economy
1.2 Ca Sha ing
The e is no single de ini ion o ca sha ing. Ca sha ing can be de ined as “a membe ship-
based, sel -se ice, sho - e m ca access sys em wi h a ne wo k o ehicles o which
membe s pay by ime and/o dis ance” [14, p. 160] o “a membe ship p og am in ended o
o e an al e na i e o ca owne ship unde which pe sons o en i ies ha become membe s
a e pe mi ed o use ehicles om a lee on an hou ly basis” [15, p. 2].
Ca -sha ing can ake se e al o ms. In gene al, ca sha ing is mos commonly encoun e ed in
he ollowing wo o ms:
• he e a e designa ed s a ions whe e you can pick up you ca and whe e you need o e u n
i , o
• s a ions a e no de ined, i.e., a ca can be ound anywhe e and le anywhe e (so-called
ee- loa ing ca sha ing) [16].
Ca sha ing has he bigges po en ial o de elopmen in densely popula ed u ban a eas, whe e
educing he numbe o ca s can con ibu e o a be e en i onmen [17]. The ypical ca -
sha ing use is a young, educa ed and a luen pe son o whom ca -sha ing is a way o p o ec
he en i onmen , change social beha io , o simply a cos o con enience bene i [18].
2 Knowledge Gap and Resea ch Objec i es
T a el scena ios, i.e., si ua ions whe e one uses a sha ed means o anspo , ha e been
add essed by se e al au ho s. Xu [19, p. 14-16] examines h ee scena ios o ca -sha ing use
(day- ime business ips and e ening en e ainmen ips in he ci y cen e ; commu ing ips in
o -peak ime; ci y sho -dis ance ou ism a els). I looks a he leng h o ca -sha ing use, he
a ea in which ca -sha ing akes place, and ca -sha ing ees. I does no examine demog aphic
cha ac e is ics. Ca sha ing in e ms o ime, space and equency wi hou demog aphic links
is also examined by Tong e al [20]. Gene a ion Y in ela ion o mobili y is examined by
Suchanek e al [21]. They analyze consume beha io in ela ion o sus ainable mobili y
wi hou conside ing a el scena ios.
The analysis o he a icles showed ha he e is a knowledge gap, whe e i is no clea
whe he di e en gene a ions o esponden s p e e di e en a el scena ios.
The main objec i e o his esea ch was o de e mine whe he he e is a ela ionship be ween
he gene a ion o esponden s and he si ua ion whe e hey migh p e e o ca -sha e o owning
a ca . Fou sub-objec i es ha e been de ined:
89
1. To de e mine whe he he e is a ela ionship be ween he gene a ion o esponden s and
hei willingness o p e e ca -sha ing when a eling o wo k o school.
2. To de e mine i he e is a ela ionship be ween he gene a ion o esponden s and hei
willingness o p e e ca -sha ing when shopping and going o he o ice.
3. To de e mine i he e is a ela ionship be ween he gene a ion o esponden s and hei
willingness o p e e ca -sha ing when a eling in gene al and when going o
en e ainmen .
4. To de e mine whe he he e is a ela ionship be ween he gene a ion o esponden s and
hei willingness o p e e ca -sha ing when a eling wi h child en o clubs.
The da a o achie e hese objec i es we e ob ained h ough ex ensi e quan i a i e esea ch.
3 Da a and Me hodology
The quan i a i e esea ch was ca ied ou om Decembe 2021 o Ma ch 2022 and in ol ed a
o al o 794 esponden s, om which esponden s belonging o Gene a ion X, Y, o Z we e
selec ed. Speci ically, 741 esponden s we e e enly spli be ween he h ee analyzed
gene a ions.
The classi ica ion o he gene a ions by hei yea o bi h is based on he classi ica ion used
by he Pew Resea ch Cen e , i.e., he gene a ions a e de ined as ollows:
• Gene a ion X: 1965 – 1980,
• Gene a ion Y: 1981 – 1996.
• Gene a ion Z: 1997 – 2012 [22].
All esponden s we e con ac ed ia an online ques ionnai e o ob ain mo e in o ma ion abou
he pa icipan s in he sha ing economy. Fo he pu pose o his esea ch, da a om he sec ion
o he ques ionnai e ha ocused on cus ome p e e ences in e ms o ca sha ing usage we e
used. Responden s we e asked o iden i y he si ua ions in which hey would p e e o use a
ca -sha ing se ice o owning a ca , ega dless o p ice. They had he ollowing scena ios o
choose om:
• a el o wo k/school,
• shopping and au ho i ies a el,
• a el and en e ainmen ,
• a el wi h kids o ac i i ies.
Fo each o hese ca ego ies, esponden s we e asked o indica e whe he hey could imagine a
p e e ence o a sha ed ca o hei own ca . The da a collec ed we e o dinal in na u e, so i
was e-coded: (1) egula ly, (2) occasionally, (3) ne e .
To es whe he he e is a signi ican ela ionship be ween he gene a ion o he esponden s
and he si ua ion whe e hey could p e e a sha ed ca o hei own ca , he ollowing
hypo heses we e de ined:
H0: The e is no signi ican ela ionship be ween he gene a ion o esponden s and he
si ua ion whe e hey migh p e e a sha ed ca o hei own ca .
H1: The e is a signi ican ela ionship be ween he gene a ion o esponden s and he si ua ion
whe e hey migh p e e a sha ed ca o hei own ca .
Fo each ca ego y, he equencies o he esponses o each gene a ion o esponden s we e
ound. Desc ip i e s a is ics and he K uskal-Wallis es we e used o e alua e he da a due o
he o dinal na u e o he da a analyzed.
90
4 Resul s and Discussion
The ob ained da a we e examined o hei alidi y and eliabili y. Con en alidi y was
achie ed because he ques ionnai e was cons uc ed based on he s udy o li e a u e and
simila ma ke ing esea ch. Reliabili y was e alua ed using C onbach's Alpha in e nal
consis ency coe icien , which ook he alue o 0.7462. The in e nal consis ency o he
ob ained da a can be conside ed su icien , as he h eshold o 0.7 was exceeded, which is
c ucial o con i m he eliabili y o he ob ained da a [23].
The esul s o he K uskal-Wallis es and desc ip i e s a is ics a e shown in Table 1.
Tab. 1: K uskal-Wallis es and desc ip i e s a is ics
Gene a ion
Indica o
T a el o
wo k/school
Shopping and
au ho i ies a el
T a el and
en e ainmen
T a el wi h
kids o
ac i i ies
X
Mean
2.1052
2.2510
2.0243
2.4089
Median
2
2
2
2
SD*
0.7360
0.6063
0.7096
0.6366
N**
247
247
247
247
Y
Mean
1.9879
2.1984
1.8907
2.3644
Median
2
2
2
2
SD*
0.7296
0.7079
0.7101
0.6961
N**
247
247
247
247
Z
Mean
2.1457
2.1741
1.9798
2.4251
Median
2
2
2
2
SD*
0.6889
0.6611
0.7568
0.6637
N**
247
247
247
247
K uskal-Wallis es P-
alue
0.0441
0.5059
0.1156
0.6522
Signi icance
S***
NS****
NS****
NS****
*s anda d de ia ion; **numbe ; ***signi ican ; ****non-signi ican .
Sou ce: Own
Only by using ca -sha ing o a eling o wo k/school he K uskal-Wallis H es indica ed
ha he e is a signi ican di e ence in using ca -sha ing o a eling o wo k/school be ween
he di e en gene a ions, χ2(2) = 6.25, p = 0.0441. In o he easons o using ca -sha ing he
K uskal-Wallis H es indica ed ha he e no is a signi ican di e ence be ween gene a ions
(χ2(2) = 1.36, p = 0.5059 o shopping and au ho i ies a eling; χ2(2) = 4.32, p = 0.1156 o
a el and en e ainmen ; χ2(2) = 0.85, p = 0.6522 o a el wi h kids o ac i i ies). This
means ha we ejec hypo hesis H0 o only one op ion o ca -sha ing use, namely ca -sha ing
o a eling o school o wo k, whe e he es shows a signi ican di e ence be ween
gene a ions.
The K uskal-Wallis es iden i ied ha he mean anks a e no s a is ically equal bu he
mul iple compa isons do no show enough e idence o a s a is ical di e ence be ween any
pai o g oups. We used mul iple compa isons. The co ec ed α using he Bon e oni
co ec ion me hod is 0.01667. You can see he esul s o hese mul iple compa isons in
Table 2.

91
Tab. 2: Mul iple compa isons (p- alues)
Gene a ions
T a el o
wo k/school
Shopping and
au ho i ies a el
T a el and
en e ainmen
T a el wi h kids
o ac i i ies
X and Y
0.0689
x
x
x
X and Z
0.5656
x
x
x
Y and Z
0.0167
x
x
x
Sou ce: Own
Table 2 shows ha he e is he bigges di e ence be ween Gene a ions Y and Z when i
comes o using a ca -sha e o a el o wo k o school. Fo he o he wo g oups, he e was no
signi ican di e ence be ween he gene a ions o esponden s.
We so ed he da a acco ding o hei mean alues. In Figu e 2 i is possible o see in which
si ua ions di e en gene a ions p e e ca sha ing.
Sou ce: Own
Fig. 2: Mean compa ison by gene a ion and p e e ed si ua ion
Figu e 2 shows ha ca -sha ing will be mos p e e ed o owning a ca by Gene a ion Y o
a el and en e ainmen , ollowed by Gene a ion Z in he same case. On he o he hand,
Gene a ion Z will leas p e e a sha ed ca o hei own ca when a eling wi h hei child en
o clubs.
Conclusion
The sha ing economy ep esen s an economic end ha is a ac ing a en ion in many
coun ies a ound he wo ld. I is gene ally acknowledged ha he sha ing economy will ha e
an impac on he unc ioning o many a eas. Fo example, when a eling, people do no need
o use he accommoda ion se ices o o icial accommoda ion es ablishmen s o ca en al
companies. Expe s a e e alua ing his end om many angles, wi h e alua ions om a
ma ke ing poin o iew being less equen . By s udying he li e a u e and scien i ic
92
publica ions, i has been ound ha he sha ing economy in he con ex o ma ke ing
communica ion has scien i ic po en ial, which his a icle has decided o exploi .
The main objec i e o his esea ch was o ind ou whe he he e is a ela ionship be ween he
gene a ion o esponden s and he si ua ion whe e hey migh p e e a ca -sha ing se ice o
owning a ca . The esea ch, which ook place in he Czech Republic om Decembe 2021 o
Ma ch 2022 and in ol ed 741 esponden s, e enly di ided be ween he h ee gene a ions
analyzed (X, Y, Z), showed ha he e is no signi ican ela ionship be ween he esponden s’
gene a ion and he si ua ion whe e hey migh p e e a sha ed ca o hei owned ca . A
signi ican ela ionship be ween he gene a ions in he si ua ion whe e hey would p e e a
sha ed ca o hei own was only con i med o he use o a sha ed ca when a eling o wo k
o school. This signi ican ela ionship was ound be ween Gene a ions Y and Z. This means
ha pla o ms se ing up ma ke ing communica ions do no need o signi ican ly add ess he
a ge ing o ma ke ing communica ions o a speci ic g oup o esponden s in he case o
ma ke ing communica ions o ca -sha ing o e s bu need o ocus on he ma ke ing message
as such.
I is wo h men ioning ha he e a e limi ing ac o s o his a icle. In pa icula , he ac ha
his is no a ep esen a i e su ey, and he indings canno be gene alized is essen ial.
Acknowledgmen s
This a icle was suppo ed by special unding o speci ic unde g adua e esea ch wi hin he
s uden p ojec SGS-2022-1049.
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