Investigating Uber's Sharing Economy Impact on Purchase Intentions

This research project investigates the impact of the sharing economy, specifically focusing on Uber, on consumer purchase intentions within the UK retail market. The project begins with an introduction, background, rationale, aims, objectives, and research questions, followed by a literature review that defines the sharing economy, explores its benefits, and examines relevant research on consumer behavior and collaborative consumption. The study aims to assess the impact of the sharing economy on consumer purchase intentions, understand factors influencing consumer behavior, and evaluate current market trends. The methodology includes a research paradigm, approach, data collection methods, and an outline of the project's scope, limitations, and timeline. The literature review delves into definitional clarity of the sharing economy, highlighting its benefits and the risks associated with it, such as stranger sharing. The research explores how Uber utilizes the sharing economy model to offer services, reduce barriers, and influence consumer decisions. The project provides insights into how Uber can maximize profit margins and adapt to market trends. The research is limited by a small sample size and lack of SPSS analysis due to resource constraints. The project concludes with a summary of findings and implications for future research and business strategies.

Research Project

Table of Contents
CHAPTER – 1......................................................................................................................................3
1.1 Introduction...........................................................................................................................3
1.2 Background of the study.......................................................................................................3
1.3 Rationale of the study...........................................................................................................3
1.4 Aims and Objectives.............................................................................................................3
1.5 Research Questions...............................................................................................................4
1.6 Justification of the study.......................................................................................................4
1.7 Scope and Limitations of the Study......................................................................................4
1.8 Summary...............................................................................................................................5
CHAPTER – 2......................................................................................................................................5
2.1 Introduction ..........................................................................................................................5
2.2 Definitional clarity: sharing economy ..................................................................................5
2.3 Benefits of sharing economy.................................................................................................6
2.4 Summary...............................................................................................................................7
CHAPTER – 3 .....................................................................................................................................7
3.1 Introduction...........................................................................................................................7
3.2 Research Paradigm................................................................................................................7
3.3 Research approach and strategy / types................................................................................8
3.4 Data Collection methods and ethics......................................................................................8
3.5 Strengths and Weaknesses of the methodology....................................................................8
3.6 Summary...............................................................................................................................9
3.7 Timeline................................................................................................................................9
REFERENCES...................................................................................................................................11
ANNEXURE......................................................................................................................................13

CHAPTER – 1
Topic - Investigating the impact of sharing economy on consumer purchase intentions : the case of
Uber.
1.1 Introduction
In the modern time period, pace of sharing economy is growing at small level being assisted by the
services of Internet. Economy can be shared for seeking advantages of competition and various
opportunities arising out of it. By sharing economy, it has assisted several business organizations
and nations in reducing barriers which is hampering business operations and processes. It has
facilitated in delivering services either free of charge or by using internet services. The present
research project on Uber Technolgies Inc will help in providing deep insight related to the impact of
sharing economy on the intentions of purchase made by consumer.
1.2 Background of the study
Sharing of economy is a concept, practice and system in which all the assets or business services are
share or exchange between private individuals in lieu of free or fee charge via use of internet
services. By sharing the economy, it helps the nation in reducing barriers or obstacles thereby
providing good choice in relation with reasonably price, delivering high quality products and
services which earlier was not easy to reach (Hamari, Sjöklint and Ukkonen, 2016). Uber
Technolgies Inc is one of the multinational transportation network company of America which is
offering services by using the concepts of sharing system. It has created several networks and
website, mobile application for rendering its services across the world and for ease of consumers as
well. In the modern time period, pace of sharing economy is growing at small level being assisted
by the services of Internet. The present research project will help in providing deep insight related
to the impact of sharing economy on the intentions of purchase made by consumer.
1.3 Rationale of the study
The aim behind conducting this research study is to provide deep insight as well as better
understanding of concept related to sharing of economy and its benefits. This study will assist
several other researcher as well as scholars in completing their research study on Uber Technolgies
Inc in a successful manner with the available resources. Also, it will help in defining various
benefits and limitations which is associated with the concept of sharing of economy to both the
nation and business firms.

1.4 Aims and Objectives
Aim – To assess the impact as made by sharing the economy in case of consumer purchase
intentions in context of market competition in the UK retail market. Uber Technolgies Inc
Objectives -
 To evaluate factors creating adverse impact as made by sharing economy on the
development of nation.
 To understand the concept of economy sharing in relation with the consumer purchase
intentions - Uber Technolgies Inc.
 To assess the current trends prevailing in the market in context of sharing of the economy.
 To recommend measures to be undertaken by Uber Technolgies Inc for maximization of
profit margin from sharing of economy.
1.5 Research Questions
Q.1. What is the concept of sharing economy as used by Uber Technolgies Inc and how it affects
economy as a whole ?
Q.2. What are the major factors which is having influence on the economy for sharing its assets and
services by Uber Technolgies Inc ?
Q.3. How did the current trends prevailing in the market affects intention of consumer purchase ?
Q.4. How does Uber Technolgies Inc by sharing economy supports in the development of
economy ?
1.6 Justification of the study
The reason behind conducting this research study is to evaluate the impact of sharing of economy in
the UK retail market. By conducting this research study it will help in gaining deep insight about
the overall impact which will affect the functioning of the economy as a whole. It will further assist
in defining benefits in context of consumer purchase intentions from using this system of economy
sharing (Allen, 2015). Report will describe all the prevailing current market trends which will assist
Uber Technolgies Inc in identification of impact on the customer buying behaviour. With the help of
this report, many scholars and researcher will get assistance in completion of their research related
study of the same subject matter. Also, it will provide a better understanding all the theoretical as
well as conceptual benefits which are associated with the aspects of sharing of economy between
any two nations around the global market.

1.7 Scope and Limitations of the Study
By conducting such research study it will provide ease for many other scholars and researcher in
getting better understanding related to the subject matter of their research topic on Uber Technolgies
Inc. It will assist in identifying factors creating impact of sharing economy on the consumer
purchase intentions. Furthermore, by making use of available material as well as other resources in
an effective manner, researcher completed its research project successfully. Due to lack of time
frame limited number of respondent i.e. 20 respondent is selected for gathering relevant data as
required in completing this research study. Further, researcher is not been able to use SPSS method
for analysing data because of limited resources.
1.8 Summary
With the help of this research project, it can be concluded that researcher will be able to have better
understanding of sharing economy concept. This research project has been defining all the major
factors which has been contributing in making nation or economy to share its assets or services with
the help of Internet services either free or for a fee. Also, it has provided detail analysis of measures
to be taken by Uber Technolgies Inc for maximizing the profit margin out of sharing economy.
CHAPTER – 2
Literature Review
2.1 Introduction
By sharing economy it helps in making effective and proper use of the underutilized as well as
limited available business and financial resources like goods and the services for seeking benefits
related to the non-monetary and the monetary concepts. It also relates with capability of applying
accurate and relevant business strategies and plans as framed by Uber Technolgies Inc. so as to the
make strong consumer base.
2.2 Definitional clarity: sharing economy
As per the Hawlitschek, Notheisen and Teubner, (2018), it has been stated that sharing
economy by Uber Technolgies Inc. has a greater impact on the buying intention of the consumers
as it is based on the possessions of people sharing and the services either in exchange of the
payment or for free. It aims for describing collaborative consumption of the various services like
renting, exchanging goods and lending without any requirement to own the specific good. In
accordance with author, it has been viewed that the emerging trend radically changed the behaviour
of the consumers and the service offering landscape.
According to the Cheng, (2016) it has been identified that, practices of sharing economy that

are available on the online platforms has largely attracted the consumers to buy more. However, It
has been argued by the Hamari, Sjöklint and Ukkonen, (2016) that Uber Technolgies Inc. by
sharing economy make use of the underutilized resources like goods and the services in between the
peers for the non-monetary and the monetary benefits with capability of applying within the
business to the consumer context. On the other side sharing economy is perceived as the innovative
way of developing the existing business and making the brand more strengthen which infuses the
consumers in buying the product as per their specifications which in turn increases the sales and the
profitability in the overall economy. Moreover, Ter Huurne and et.al., (2017) argued that sharing
economy by Uber Technolgies Inc. has come up with the new concept called as stranger sharing that
contains high level of the risk as the consumers shares the valuable assets like cars, lending other's
money and accommodation and this resist the consumer in buying the assets in sharing with the
strangers. On the other side, Sutherland and Jarrahi, (2018) also analysed that digital or online
platforms operated by Uber Technolgies Inc as the tool for decreasing such perceived risk that is
associated with the stranger sharing as on the digital platform people could access the reviews and
the ratings of the good or the service. However, its has been discovered by the Möhlmann, (2015)
that trust systems may be inaccurate or misleading because of the benefits that the peers receive
through the mutual or favourable behaviour. For example- The criminal issues that arises from
conflict in between the taxi drivers in respect of opposing the emergence of the sharing service
relating to car affects trustworthiness of the collaborative consumption among the consumers.
However, for facilitating the better exposure and for increasing the consumer participation in the
sharing economy, the risk that is attached to the new market is to be identified adequately.
2.3 Benefits of sharing economy
Munoz and Cohen, (2017) described that the peer-to-peer platform is considered as the
system which is driven by the strong user of the self-organization where the content is been highly
decentralised and is been frequently distributed. On the other state Richardson, (2015) highlighted
that collaboration is the essential component in such kinds of the platforms as the information and
the knowledge could be publicly distributed in between the peers. Hawlitschek, Teubner and
Gimpel, (2016) viewed that sharing economy has been resulted as the concept that benefits the
customer in purchasing the product at low transaction cost as the ownership cost does not involve.
This risk that is associated with the product ownership of Uber Technolgies Inc. is considered as
the most important components which induces the consumers in switching towards collaborative
consumption. Although it has also been reflected by the Lee, Yang and Koo, (2019) as sharing
economy resulted in providing the consumer with limited access of the product but is counted as the
innovative concept.

With reference to the Oh and Moon, (2016) it has been indicated that sharing sites acted as
the online platforms for the sharing economy that helps the business providers in connecting with
directly with the consumers and in creating the disintermediation across the entire supply chain.
However, since the digital platform is been resulted as the enablers of the sharing economy,
accepting technology also impacts the level of adoption within the business of sharing economy.
According to author, business relating to the sharing economy is been associated with the
sustainability which is been defined as ability of the resources in meeting with the current trends
without any compromise towards the future generation's ability in meeting their desire and the
needs. With the help of the sharing economy as used by Uber Technolgies Inc., consumer can fully
utilise their own resources by mitigating ownership cost by the sharing act, lending, subscribing,
renting, swapping, donating and reselling. Oh and Moon, (2016) also reviewed that the
environmental consciousness counted as the major factor which derives demand on the innovative
model of economy.
2.4 Summary
From the above review made it has been summarized that sharing economy is categorised by
various factors that are been differed from the traditional economy. Element of the perceived risk is
not been widely used for determining factors which affects the intention of the consumers in context
of participating in the collaborative consumption. On the basis of the argument it has been analysed
by the author that sharing economy is an innovative concept as used by Uber Technolgies Inc but
requires assessment of the factors that results in influencing the intention of the consumers for
buying and moving to the collaborative consumption. Concept such as sharing stranger that is
introduced by the sharing economy creates the element of the risk but through the use of the digital
platforms such risk could be mitigated as proper reviews and the ratings are been provided that
helps the consumers in directly connecting with the strangers for sharing their valuable assets. It has
also been assessed that environmental changes is the major factor that largely affects the buying
behaviour of the consumers within the sharing economy.
CHAPTER – 3
Research Methodology
3.1 Introduction
Research methodology is defined as a process in which all the relevant and material information
and data related to the research and its subject matter collected with the aim of completing the
whole research study. With the help of research methodology, it assists the researcher as well as
scholars in their decision making process. It consists of different parts which are essential to be

followed for completing a research project such as research philosophy, research approach, data
collection, data analysis and sampling etc.
3.2 Research Paradigm
Research paradigm is research model which can be used for conducting research. It emphasizes on
all the important assumptions and concepts which are required to be followed in completing
research study. It helps the researcher in defining better understanding of reality of all the research
and subject matter related assumptions which are essential and defines how the research should be
conducted in an effective manner (Kumar, 2019). Research paradigm defines role as played by
researcher in successful completion of the research study. The researcher has been conducting
qualitative research by considering all the frameworks, beliefs, norms and principles in context of
which the whole research will take place. It is related with the formulation of business and research
plan under which researcher undertakes its own research study so as to ascertain some conclusive
information. It thus helps other scholars and researcher in conducting their research study in an
effective and better manner with less cost expenses and time frame as well. Assumptions are
adopted and followed by the researcher itself in relation with completing the whole research study
and its subject matter related to Uber Technolgies Inc.
3.3 Research approach and strategy / types
Research approach is defined as a plan, concept and procedure comprising assumptions
related to detailed form of collecting, analysing and interpretation of data. Research approach is
concept and procedure which encompasses number of assumptions related to detailed form of
collecting, analysing and interpretation of data. It of two types i.e. Inductive & Deductive.
Deductive is related with formulation of hypothesis required for conducting quantitative research.
Inductive focuses on making effective observation with theoretical aspects about the subject matter.
The researcher has been using inductive approach for completing this research project on Uber
Technolgies Inc as it provides better concept related to data. Thus, by using inductive approach
researcher has been able to undertake its research project in much better and proper manner with
quality result. Inductive approach has been used for qualitative research type as it emphasizes on the
generation of new and better improved theoretical frameworks, standards and values with the help
of detailed observation made.
Research strategy or type is a plan of action having steps to be followed giving direction for
producing quality result, report. Research type is related with study of subject matter with the aim
of solving problem associated with it as followed by researcher for making quality report. It is of
type viz. Qualitative and Quantitative. Qualitative is related with ideas, hypothesis collecting data
through open ended and conversion communication. Quantitative focuses on numerical data and its

analysis by using proper sample. For this research project of Uber Technolgies Inc, Qualitative
research is be followed by researcher. Thus, Qualitative research has been followed as it is related
with ideas, hypothesis and concepts thereby providing deep insight about the subject matter with
use of different themes and graphs prepared on the basis of analysis made of the data and
information collected by researcher.
3.4 Data Collection methods and ethics
It is a process of collecting data in raw form from different sources. Data can be collected
from both the primary and secondary source. The researcher with the aim of completing this
research study has been using both sources which comprises journals, articles, questionnaire,
interview, sample, observation, experiment, etc. Focused has been made for collecting data related
to research project from the 20 managers of Uber Technolgies Inc. All the ethical concepts and
norms has been followed and no data or piece of information has been copied as it is from the
websites or different sources. Proper rephrasing has been done for using in completion of research
project.
QUESTIONNAIRE
Question 1. What are the factors which are creating adverse impact as a result of sharing economy
on the development of nation in context of Uber Technolgies Inc?
 Low profitability
 High competition
 Decrease in customer demand
Question 2. What is the main concept of sharing economy by Uber Technolgies Inc in context of
consumer purchase intentions ?
 Reducing barriers among nation
 Providing customer with choice (affordable and reasonable price with high and better
quality products and services)
 Renting of underutilized resources
Question 3. What are the current market trends affecting sharing of resources of economy because
of Uber Technolgies Inc ?
 GDP Rate
 Inflation Rate
 Unemployment Rate

Question 4. Whether economy get influences after sharing its assets and services by Uber
Technolgies Inc?
 YES
 NO
 MAYBE
Question 5. Does current market trends affects consumer purchase behaviour ?
 YES
 NO
Question 6. How does sharing economy by Uber Technolgies Inc supports in the development of
economy ?
 Provides employment
 Better allocation of limited resources
 Proper utilization of underutilized resources
Question 7. Does sharing economy as used by Uber Technolgies Inc supports in the development
of economy ?
 YES
 NO
Question 8. Any recommendation measures to be undertaken by Uber Technolgies Inc for
maximization of profit margin from sharing of economy ___________
Question 9. Specify any changes required in the process of sharing economy of Uber Technolgies
Inc.__________
3.5 Strengths and Weaknesses of the methodology
The researcher has been using qualitative research type for completing its research study which is
having following strengths and weaknesses:
Strengths - It helps in gaining different views by providing homogeneous exploration. Also, it
assist in raising several issues with the help of open ended communication and enquiry.
Furthermore, it provides better understanding of beliefs, norms and assumptions of the subject
matter.
Weaknesses - It doesn't provide verifiable results due to lack of resources. One of the most time

consuming process in case of interview (Silverman, 2016).
3.6 Summary
From this research project, it can be summarised that researcher has been conducting qualitative
research for which the data has been collected from 20 managers of Uber company. All the primary
and secondary sources has been used for collecting data and information relevant to the subject
matter. For analysis of such data, Thematic analysis method has been followed as it helps in
providing deep insight and better understanding of research subject matter.
3.7 Timeline
Activities/
Week
Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
Week
11
Topic
Selection
Framing of
aims and
objectives
Conducting
Literature
Review
Selection
of the best
method of
research
Data
Collection
Analysis of
Data
Discussion
Conclusion
and
Recommen

dation
Modificati
on as per
changes
required
Final
submission

REFERENCES
Books and Journals
Allen, D., 2015. The sharing economy. Institute of Public Affairs Review: A Quarterly Review of
Politics and Public Affairs, The. 67(3). p.24.
Bresler, L. and Stake, R. E., 2017. Qualitative research methodology in music education. In Critical
Essays in Music Education (pp. 113-128). Routledge.
Cheng, M., 2016. Sharing economy: A review and agenda for future research. International Journal
of Hospitality Management. 57. pp.60-70.
Hamari, J., Sjöklint, M. and Ukkonen, A., 2016. The sharing economy: Why people participate in
collaborative consumption. Journal of the association for information science and technology.
67(9). pp.2047-2059.
Hamari, J., Sjöklint, M. and Ukkonen, A., 2016. The sharing economy: Why people participate in
collaborative consumption. Journal of the association for information science and
technology. 67(9). pp.2047-2059.
Hawlitschek, F., Notheisen, B. and Teubner, T., 2018. The limits of trust-free systems: A literature
review on blockchain technology and trust in the sharing economy. Electronic commerce
research and applications. 29. pp.50-63.
Hawlitschek, F., Teubner, T. and Gimpel, H., 2016, January. Understanding the sharing economy--
Drivers and impediments for participation in peer-to-peer rental. In 2016 49th Hawaii
International Conference on System Sciences (HICSS) (pp. 4782-4791). IEEE.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Kung, L.C. and Zhong, G.Y., 2017. The optimal pricing strategy for two-sided platform delivery in
the sharing economy. Transportation Research Part E: Logistics and Transportation
Review. 101. pp.1-12.
Lee, H., Yang, S.B. and Koo, C., 2019. Exploring the effect of Airbnb hosts' attachment and
psychological ownership in the sharing economy. Tourism Management. 70. pp.284-294.
Möhlmann, M., 2015. Collaborative consumption: determinants of satisfaction and the likelihood
of using a sharing economy option again. Journal of Consumer Behaviour. 14(3). pp.193-207.
Munoz, P. and Cohen, B., 2017. Mapping out the sharing economy: A configurational approach to
sharing business modeling. Technological Forecasting and Social Change. 125. pp.21-37.

Oh, S. and Moon, J.Y., 2016, August. Calling for a shared understanding of the sharing economy.
In Proceedings of the 18th Annual International Conference on Electronic Commerce: e-
Commerce in Smart connected World (p. 35). ACM.
Richardson, L., 2015. Performing the sharing economy. Geoforum. 67. pp.121-129.
Silverman, D. ed., 2016. Qualitative research. Sage.
Sutherland, W. and Jarrahi, M. H., 2018. The sharing economy and digital platforms: A review and
research agenda. International Journal of Information Management. 43. pp.328-341.
Ter Huurne, M. and et.al., 2017. Antecedents of trust in the sharing economy: A systematic
review. Journal of Consumer Behaviour. 16(6). pp.485-498.
Online
Research type – qualitative and quantitative. 2019. [online]. Available through:
<https://www.snapsurveys.com/blog/qualitative-vs-quantitative-research>.
Strengths and weaknesses of Research methodologies. 2019. [online]. Available through:
<http://iosrjournals.org/iosr-jhss/papers/Vol19-issue4/Version-3/N0194399104.pdf>.

ANNEXURE
ANNEX 1. ETHICAL ISSUES FORM
Section 1: Basic Details
Project title:
Student name:
Student ID number:
Programme:
School:
Intended research start date:
Intended research end date:
Section 2: Project Summary
Please highlight all research methods that you plan to use as part of your project:
• Interviews:
• Questionnaires:
• Observations:
• Use of Personal Records:
• Data Analysis:
• Action Research:
• Focus Groups:
• Other (please specify):
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Highlight all that apply:

Ages 12-16 Young People aged 17–18 Adults
How will participants be recruited (identified and approached)?
Describe the processes you will use to inform participants about what you are doing:
How will you obtain consent from participants? Will this be written? How will it be made clear to
participants that they may withdraw consent to participate at any time?
Studies involving questionnaires: Will participants be given the option of omitting questions they do
not wish to answer? Yes: No
If No please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their informed
consent to be observed. Yes: No
Will you debrief participants at the end of their participation (i.e. give them a brief explanation of
the study)? Yes: No
Will participants be given information about the findings of your study? (This could be a brief
summary of your findings in general) Yes: No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data Protection
Act (1998)
Yes: No
Who will have access to the data and personal information?
During the research:
Where will the data be stored?
Will mobile devices such as USB storage and laptops be used? Yes: No
If yes, please provide further details:
After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format?

Will data be kept for use by other researchers? Yes: No
If yes, please provide further details:
Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns? If so,
please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of
your research. Please consider/address all issues that may apply. Ethical concerns may include, but
are not limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
• Disclosures/limits to confidentiality.
• Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection).
• Reporting.
• Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy: Yes: No
I have discussed the ethical issues relating to my research with my Unit Tutor: Yes: No
I confirm that to the best of my knowledge the above information is correct and that this is a full
description of the ethical issues that may arise in the course of my research.
Name:
Date:

Please submit your completed form as an annex to your submitted research proposal.