41st Brown Bag Seminar - Assoc. Prof. Mateja Kos Koklič, Ph.D.

We are pleased to invite you to the 41st Brown Bag Seminar, which will be held on Thursday, March 17, 2022, at the Faculty of Economics & Business in Zagreb in Hall 36, via Google Meet starting at 2 p.m. The Brown Bag Seminar cycle will be continued by the presentation of Assoc. Prof. Mateja Kos Koklič, Ph.D. (the University of Ljubljana, School of Economics and Business). She will present two scientific papers as part of the research "Drivers and deterrents to participation in sharing economic activities". Access to the BBS via Google Meet is possible using the link https://meet.google.com/xii-bfzh-ndw or by entering the code: o7zq6qk.

Summary of the presentation:

Two studies will be presented: the first examines the prosumer perspective of vulnerability and perceived risks in the sharing economy (deterrents), and the second study focuses on the role of preference for moderation and de-ownership orientation in explaining the use of sharing economy services (drivers).
Study 1: The sharing economy creates a triadic relationship among three groups of participants: service enablers, providers, and users. One of its main features is the expansion of the role of the consumer to the roles of user and provider, called “prosumer”.  This study examines the impact of consumer vulnerability on risk perceptions in the role of prosumer (i.e., user and provider), and illuminates the impact of these risks on intentions to participate. Results from a U.S. survey indicate that vulnerability is a significant driver of all types of risks, for both users and providers. Health risk, psychological risk, and security risk are significant mediators between vulnerability and intention to participate. Unexpectedly, the social risk increases intention to participate among users and providers, while privacy risk is insignificant.

Study 2: Although the topic of sharing economy has attracted considerable research interest, there is a lack of evidence on the influence of individual-level determinants on the perceived benefits of using SE services. To address this shortcoming, the study explains how consumers' preference for moderation and de-ownership orientation influence their intention to use SE services through their perception of benefits. Findings from a U.S. panel survey point out that consumers' preference for moderation and de-ownership orientation have positive effects on enjoyment, economic, and sustainability benefits. However, only the first two benefits mediate the effects of consumer characteristics on intentions. We also find significant differences in the conceptual model between users and non-users of the SE.

About the presenter:
Ms. Mateja Kos Koklič is an associate professor at the School of Economics and Business, University of Ljubljana. She is conducting research related to consumer behavior, especially sustainability and the struggle against consumption, the sharing economy, and digital piracy. She has published papers in journals such as the Journal of Business Ethics, the Journal of Business Research, Appetite, Corporate Social Responsibility and Environmental Management, Computers in Human Behavior, and Behavior & Information Technology.
Description of the Brown Bag Seminar concept:
The Brown Bag Seminar (BBS) is an informal one-hour workshop with aim of presenting research in different stages of development (ideas, rounded theoretical framework, conducted empirical research, etc.), promoting discussion and creating a stimulating environment focused on the constructive discussion between presenters and the rest of participants of the seminar. The basic idea of the BBS is to create a platform on which, at least once a month, FEBZG employees will have the opportunity to present the ideas and articles they are working on as part of their research work. We invite you to respond and help with your constructive comments to the presenters, and to present the topics you are currently working on, unpublished papers, or present research ideas that you are thinking about.

The idea is that presentations (in English or Croatian - depending on the presenter's preference) last for 30-40 minutes, and is followed by a discussion. 

On behalf of the organizers,
Tanja Komarac, Ph.D.
Postdoctoral student
Department of Marketing
Faculty of Economics & Business, University of Zagreb
Trg J. F. Kennedyja 6, 10000 Zagreb, Croatia