Examining the Sensemaking Process of Economically Vulnerable Groups in the Sharing Economy Context

Le résumé fourni par la source

This study aims to integrate the sensemaking literature with the transformative service research to understand the decision-making processes of economically disadvantaged stakeholders in their interactions with ride-sharing companies. Through an exploratory qualitative investigation, based on the analysis of 53 in-depth interviews and a thematic analysis of the content of the two main social networking groups for vulnerable groups, the study found that the selection of vulnerable actors is influenced by a complex interplay of five elements, leading to three distinct sub-groups: non-switchers, switchers, and double agents. This research presents an empirical model that examines how the sensemaking and decision- making processes of marginalized and vulnerable stakeholders might impact the long-term viability of the business model of ride-sharing companies.

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