1. Besitz | Zugang | Teilen
[ownership] | [access] | [sharing]
Definitionen, Elemente, Prinzipien für die
Gestaltung zukunftsfähiger Konsum- und
Nutzungsformen
Michael Hohenwarter |www.zukunftsraum.at
Diese(s) Werk bzw. Inhalt von Michael Hohenwarter steht unter
einer Creative Commons Namensnennung 3.0 Unported Lizenz.
2. Besitz [ownership]
• ...consumers identify with their possessions,
which can become a part of their extended
self....
• ...enables freedom & responsibility towards the
object with clear boundaries between self and
others...
3. Zugang [access] & Teilen [sharing]
• ...access my differ from sharing in that access is
not necessarily altruistic or prosocial, as sharing
is...
• ...there is no joint ownership with access, with
sharing there is one
4. Trends die „access-based
consumption“ begünstigen
• Transaktionskosten (Kosten der Koordination &
Kooperation) sinken
• Liquid Society – alles ist flexibel und unsicher
• Urbanisierung
• Wirtschaftskrise
• Steigende Anschaffungs- und Erhaltungskosten
für Sachgüter und teilweise Konsumgüter
5. Parameter des Zugangs [Access]
• Temporality duration of access (renting a car / Zipcar) & length of
use (hourly usage/leasing a car)
• Anonymity – towards other consumers | exclusiv (Hotel) / social
(couch surfing)
• Market mediation – profit/not for profit | level of market mediation
could shape the consumer/object relationships as well as the
exchange norms that guide them (AirBNB vs. Share some sugar)
• Consumer Involvment (Level of co-creation)
• Type of accessed object experimental/functional & digital/material
• Political Consumerism – access as counterpart to ownership as a
political statement
6. Vom Use- zum Sign-Value
• Use Value: Nutzung von Access-Systemen
(carsharing) aufgrund von Kostenersparnis,
Flexibilität udgl.
• Sign Value: Use Value wird Sign Value – durch
die Nutzung von Access-Systemen zeigt man,
dass man schlau ist (Kostenersparnis,
Flexibilität)
7. Austauschverhältnis [reciprocity]
• generalized reciprocity ...no expectation of
receiving anything in return... (family, high level
of trust)
• Tit-for-tat reciprocity ...expectation of an equal
return... (open market place)
• Negative reciprocity ...only one side benefits...
(tragedy of the commons)
8. Reality Check
• ...consumers escape to market-mediated access
to avoid the possibility of opportunism and social
obligations...
benefits of the market trump the realiance on
community...
• ...while access has gained popularity, ownership
remains the ideal normative mode of
consumption in contemporary American
society...
9. Voraussetzung für
gemeinschaftliche Servicesysteme
• Vertrauen in die Commons [trust in commons]
• Kritische Masse (social proof)
• Ausreichend „Leerlauf“ bei den gemeinschaftlich
genutzten Gütern [idle]
• Vertrauen zwischen Fremden [trust]
10. How to design collaborativ service
systems
• Nutzungs- und Eintrittsbarrieren entfernen
[fluidity of use]
• Unterschiedliche Zugangsmöglichkeiten
schaffen [diversified access]
• Kopierbarkeit des Systems [replication]
• Ausgefeilte Kommunikationssysteme [enhanced
communication support]
11. Literatur & Grafik
• R. Botsman and R. Rogers | What`s mine ist
Yours | 2010
• F. Bardhi & G. Eckhardt | Access-Based
Consumption: The Case of Car Sharing, 2012
• P2P foundation | Synthetic Overview of the
Collaborative Economy, 2012
(CC) by Flickr-User „SHAREconference“