Generation X, Y, and Z Preferences for Car-Sharing in Different Situations

86 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. 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DOI: 10.1016/j.l p.2013.01.001 Ing. Pa el Pelech; Ing. Julie Holendo á