Why Do Consumers Adopt Access-Based Services?

Abstract

Access-based services refer to services facilitated by platforms such as Uber and Rent the Runway that allow consumers to utilize products without the need for ownership. In response to the proliferation of these novel services, a burgeoning body of research has investigated their antecedents. However, there remains a paucity of research that comprehensively systematizes the insights gleaned from extant studies. This paper aims to categorize the antecedents of access-based services, as identified by marketing research since 2017, into four distinct factors: (1) access-specific factors, (2) social factors, (3) psychological factors, and (4) technological factors. In doing so, this study highlights two avenues for future research: the examination of the choice between ownership and access and the exploration of antecedents in the category of intangible content. Consequently, this paper provides strategic guidance to platform marketers and managers regarding initiatives that can positively influence the profitability of their platforms.