The effect of intrinsic and extrinsic motivations on collaborative consumption practices in virtual sharing economy

Sharing economy or collaborative consumption platforms has become widespread. Individual producers work as product-service providers at some of the platforms. Increasing the number of such platforms and individual producers is considered important for academic research. It is necessary to investigate the producers in order to continuity of the existing platforms and to arise new platforms. The purpose of the study is to investigate the motivation of producers in collaborative consumption platforms. The expectation of the results is to provide the platform strategies and communication efforts. The study reviewed; the reasons for the emergence and development of collaborative consumption such as traditional platforms, effects of internet technologies and social media. The review continues with collaborative consumption, motivation and self-determination theory. The survey applied to drivers of Scotty, which is demand based motorcycle transportation platform, and individual producers who sell their products via internet and Etsy. The data collected from 159 people. The results showed intrinsic motivation and extrinsic motivation effects participation in collaborative consumption platforms. In this direction, it recommended companies should affect both motives in their communication efforts. Recommendations were also given adopting of collaborative consumption models and solving legal issues to local governments and legislators.