This study investigated relationships among the market orientation of sharing economy business, marketing innovation, sustainable competitive advantage (SCA), and performance. Attempts are made to understand market orientation from cultural and behavioral perspectives to accelerate marketing innovation and identify measures for SCA and performance building. Frequency, reliability, validity, fitness, and path analyses were performed on 400 respondents, and a structural model was used. The results are as follows. First, functional coordination of the cultural market orientation of sharing economy business with consumer orientation significantly affected product innovation, but competitive orientation’s effect on product innovation was not significant. Competitive orientation and functional coordination significantly affected communication innovation, but consumer orientation’s effect on communication innovation was not significant. Second, market information generation and response to market information of behavioral market orientation of sharing economy business significantly influenced product innovation, but market information exchange’s influence on product innovation was not significant. Even though market information exchange and response to market information had a significant influence on communication innovation, the influence of market information generation on communication innovation was not significant. Third, both product and communication innovation of the marketing innovation of sharing economy business significantly influenced SCA. Fourth, the SCA of sharing economy business significantly influenced market dominating power.
This study aimed to identify strategy characteristics for sustainable competitive advantage in businesses utilizing the sharing economy (SE) and to investigate whether such strategy characteristics are related to creating shared value (CSV) and performance. A total of 631 participants who had used goods and services of SE businesses were selected as the unit of analysis in reference to the components of business-to-peer (B2P) and peer-to-peer (P2P) SE business models. Reliability, validity, and goodness-of-fit tests and path analysis were performed using SPSS and AMOS statistical packages. The following results were obtained. First, regarding the relationship between strategy characteristics for sustainable competitive advantage and “social congruence,” which is related to creating shared value, this variable was significantly influenced by “value network” in the B2P model and “strategic innovation” and “strategic resources” in the P2P model. Second, regarding relationship with the aforementioned strategy characteristics and “value of information sharing,” the latter variable was significantly influenced by “moment of truth,” “strategic innovation,” and “value network” in the B2P model, and “moment of truth,” “strategic resources,” and “value network” in the P2P model. Third, regarding the relationship among variables related to CSV and their contribution to performance, “social value congruence” was affected by “value of information sharing,” and these variables had significant effects on “value of participation” in both models. Only “value of participation” made a significant contribution to “performance.”
This study assessed relationship characteristics and social capital from the perspective of interdependent linkage between sharing economy businesses and consumers, which can create the social network and relationship competitive advantage. It verified the importance of the creative production process of the value network of sharing economy businesses. For this purpose, the statistical techniques were used to perform frequency, reliability/validity, suitability, and path analyses on 522 subjects active in sharing economy service communities. A structural model was thus proposed. The results of the study are as follows. First, the results of the path analysis between the relationship characteristics and social network (social relationships, social commitment) of sharing economy businesses showed that mutual influence and emotional connection had a significant effect on social relationships, and mutual influence, sense of belonging, and emotional connection had a significant effect on social commitment. Second, the results of the path analysis between social capital and social network (social relationships, social commitment) of sharing economy businesses showed that pursuit for self-fulfillment, social participation, and pleasure had a significant effect on social commitment. Third, the results of the path analysis between the social relationships, social commitment, relationship competitive advantage, and continuance commitment of sharing economy businesses showed that social relationships and social commitment had a significant effect on relationship competitive advantage, while relationship competitive advantage had a significant effect on continuance commitment.
This study presents a model integrating research on mobile social network services (SNS) and word-of-mouth (WOM) by examining the sustainable diffusion of fashion information via multidimensional effect factors, including the social relationship and sub-network structure characteristics of SNS. Implications for expanded research scope and methods are generated by applying social network analysis to information diffusion on friends-based SNS for sustainable development, which is connected to the social cascade phenomenon. This study investigates the relationship between the social network characteristics of subscribers and the sub-network structure characteristics of friends-based SNS and examines the effect of sub-network structure characteristics on fad-like behavior and WOM. We examine 311 people with experience in fashion information activities using friends-based SNS services for data analysis and perform frequency analysis, reliability and validity analysis, measurement model analysis, and path analysis using SPSS 20.0 and AMOS 20.0. This study furthers our theoretical and practical understanding of the network extension pattern in fashion information diffusion in mobile friends-based SNS. The study also points out the need for community network management and identifies the key factors in friends-based SNS, thus providing strategic guidelines for spreading fashion information effectively.
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