| Abstract [eng] |
71 pages, 11 tables, 5 figures, 63 references. The main purpose of the master thesis is to identify determinants of data-driven customer value drivers on sharing economy business platforms that influences the most customer perceived value and examine the relationship between them. The master thesis consists of three parts: the literature analysis, empirical research and its findings, conclusions and recommendations. Literature analysis presents the online ecosystem and the sharing economy business platforms. Furthermore, it discusses different authors’ perspective on data-driven determinants: personalization, interactivity, platform trust, gamification, service quality, social interaction, and introduces the concept of perceived customer value. The theoretical part is concluded with the connections between the described phenomena, the results of previous studies and the discussion of academics. Following the literature analysis, empirical research was carried out to examine the relationship between data-driven customer value drivers and customer perceived value. In addition, moderator analysis of customer age was performed. A quantitative study was conducted, leading to 242 respondents completing the survey, with 227 eligible for further research. The results of the research were processed using SPSS software and Process macro by A. Hayes. Cronbach’s Alpa coefficients were calculated to determine the alignment of the Likert scales of the construct. Spearman correlation was applied in order to establish a correlation between data-driven value drivers and customer perceived value. The study found that two out of six determinants positively affect customer perceived 68 value: service quality and platform trust. Personalization, gamification, interactivity, and social interaction were found not to have statistical significance. Additionally, user age moderates the relationship between gamification and customer perceived value, mainly among older customers. Beside gamification, customer age did not influence any other relationship between described determinants and customer perceived value. Given the scientific novelty and limited research on the topic, this phenomenon should be explored further. Sharing economy business platforms managers should prioritize and improve determinants that have positive impact on customer perceived value when operating in this specific field. |
