Analysis of Factors Influencing the Choice between Ownership and Sharing: Qualitative and Quantitative Survey Results on Car Sharing Service Users Conducted in Japan

The purpose of this study is to propose new conditions with which to classify consumers who choose new modes of consumption other than ownership that influence the growth of the sharing economy in Japan. Our findings highlight the characteristics of consumers who choose the new consumption mode from a consumer behavior perspective, which is different from previous studies that have focused on ownership to date. By analyzing the results of a qualitative survey of car sharing services (CSS) users through group interviews, hypotheses were formulated regarding the dimensions that classify the characteristics of consumers who choose to use CSS, and these hypotheses were verified by analyzing the results of a quantitative survey. CSS is considered a substitute for the private car and is expected to contribute to the effective use of resources, but it is used as a complement to the private car and to realize a commitment to the car. The method proposed in this study to categorize and understand the factors that influence consumers’ decisions to choose new modes of consumption other than ownership may have implications for marketing strategies, allowing them to respond to the growth of the sharing economy in other countries as well. This will support sustainability and the various experiences of consumption.