Understanding Prosumers’ Behaviors in SEPs

The sharing economy has given rise to prosumers, who actively participate in both consuming and producing goods and services on collaborative platforms. Understanding prosumer behavior is crucial for sharing economy platforms to create thriving ecosystems. This chapter explores the key factors influencing prosumer behavior, including economic, social, psychological, and platform-specific drivers, and examines the dynamics of prosumer participation and loyalty. Strategies for segmenting the prosumer base and the implications for sharing platforms are also discussed. The case study of Idle Fish, a Chinese secondhand marketplace platform, illustrates successful prosumer engagement strategies and challenges faced. As the sharing economy evolves, platforms that effectively harness the power of prosumption will thrive. Researchers, practitioners, and policymakers must continue exploring prosumption dynamics to create an inclusive, sustainable, and value-creating sharing economy for all stakeholders.