---
_id: '7517'
abstract:
- lang: eng
  text: As a service innovation in the sharing economy, on-demand features (ODFs)
    allow customers to temporarily access additional features of a product they already
    own in return for a fee. Using ODFs, manufacturers can infuse existing product-centric
    business models with sharing economy and servitization principles, in order to
    generate recurring revenues. This article conceptualizes the novel phenomenon
    and delineates it from other concepts. Moreover, based on two experimental studies
    and drawing from fairness theory, first evidence is provided for how consumers
    react to key characteristics of ODFs, namely their tangibility and pricing structure.
    While intangible, software-based ODFs appear to find acceptance, consumers perceive
    on-demand access to tangible, hardware-based features as unfair, which explains
    their reduced purchase intent. Moreover, fairness perceptions and behavioral intentions
    are more positive towards ODFs that offer flat rate pricing compared to those
    that employ a pay-per-use pricing structure.
article_type: original
author:
- first_name: Tobias
  full_name: Schäfers, Tobias
  id: '77945'
  last_name: Schäfers
  orcid: 0000-0002-2533-335X
- first_name: Marina
  full_name: Leban, Marina
  last_name: Leban
- first_name: Florian
  full_name: Vogt, Florian
  last_name: Vogt
citation:
  ama: 'Schäfers T, Leban M, Vogt F. On-demand features: Consumer reactions to tangibility
    and pricing structure. <i>Journal of Business Research</i>. 2022;39(2):751-761.
    doi:<a href="https://doi.org/10.1016/j.jbusres.2021.09.054">10.1016/j.jbusres.2021.09.054</a>'
  apa: 'Schäfers, T., Leban, M., &#38; Vogt, F. (2022). On-demand features: Consumer
    reactions to tangibility and pricing structure. <i>Journal of Business Research</i>,
    <i>39</i>(2), 751–761. <a href="https://doi.org/10.1016/j.jbusres.2021.09.054">https://doi.org/10.1016/j.jbusres.2021.09.054</a>'
  bjps: '<b>Schäfers T, Leban M and Vogt F</b> (2022) On-Demand Features: Consumer
    Reactions to Tangibility and Pricing Structure. <i>Journal of Business Research</i>
    <b>39</b>, 751–761.'
  chicago: 'Schäfers, Tobias, Marina Leban, and Florian Vogt. “On-Demand Features:
    Consumer Reactions to Tangibility and Pricing Structure.” <i>Journal of Business
    Research</i> 39, no. 2 (2022): 751–61. <a href="https://doi.org/10.1016/j.jbusres.2021.09.054">https://doi.org/10.1016/j.jbusres.2021.09.054</a>.'
  chicago-de: 'Schäfers, Tobias, Marina Leban und Florian Vogt. 2022. On-demand features:
    Consumer reactions to tangibility and pricing structure. <i>Journal of Business
    Research</i> 39, Nr. 2: 751–761. doi:<a href="https://doi.org/10.1016/j.jbusres.2021.09.054">10.1016/j.jbusres.2021.09.054</a>,
    .'
  din1505-2-1: '<span style="font-variant:small-caps;">Schäfers, Tobias</span> ; <span
    style="font-variant:small-caps;">Leban, Marina</span> ; <span style="font-variant:small-caps;">Vogt,
    Florian</span>: On-demand features: Consumer reactions to tangibility and pricing
    structure. In: <i>Journal of Business Research</i> Bd. 39. New York, NY, Elsevier
    (2022), Nr. 2, S. 751–761'
  havard: 'T. Schäfers, M. Leban, F. Vogt, On-demand features: Consumer reactions
    to tangibility and pricing structure, Journal of Business Research. 39 (2022)
    751–761.'
  ieee: 'T. Schäfers, M. Leban, and F. Vogt, “On-demand features: Consumer reactions
    to tangibility and pricing structure,” <i>Journal of Business Research</i>, vol.
    39, no. 2, pp. 751–761, 2022, doi: <a href="https://doi.org/10.1016/j.jbusres.2021.09.054">10.1016/j.jbusres.2021.09.054</a>.'
  mla: 'Schäfers, Tobias, et al. “On-Demand Features: Consumer Reactions to Tangibility
    and Pricing Structure.” <i>Journal of Business Research</i>, vol. 39, no. 2, 2022,
    pp. 751–61, <a href="https://doi.org/10.1016/j.jbusres.2021.09.054">https://doi.org/10.1016/j.jbusres.2021.09.054</a>.'
  short: T. Schäfers, M. Leban, F. Vogt, Journal of Business Research 39 (2022) 751–761.
  ufg: '<b>Schäfers, Tobias/Leban, Marina/Vogt, Florian</b>: On-demand features: Consumer
    reactions to tangibility and pricing structure, in: <i>Journal of Business Research</i>
    39 (2022), H. 2,  S. 751–761.'
  van: 'Schäfers T, Leban M, Vogt F. On-demand features: Consumer reactions to tangibility
    and pricing structure. Journal of Business Research. 2022;39(2):751–61.'
date_created: 2022-04-13T10:44:43Z
date_updated: 2025-06-26T13:29:56Z
department:
- _id: DEP1521
doi: 10.1016/j.jbusres.2021.09.054
external_id:
  isi:
  - '000712590300014'
intvolume: '        39'
isi: '1'
issue: '2'
keyword:
- Sharing economy
- Service innovation
- Access-based services
- Fairness perception
language:
- iso: eng
page: 751-761
place: New York, NY
publication: Journal of Business Research
publication_identifier:
  issn:
  - '0148-2963 '
publication_status: published
publisher: Elsevier
quality_controlled: '1'
status: public
title: 'On-demand features: Consumer reactions to tangibility and pricing structure'
type: scientific_journal_article
user_id: '83781'
volume: 39
year: '2022'
...
---
_id: '7518'
abstract:
- lang: eng
  text: The sharing economy provides short-term access to products without the risks
    associated with ownership. While extant research primarily examined it in the
    context of affluent consumer segments, the sharing economy may offer opportunities
    for consumers at the base of the economic pyramid, where ownership risks prevent
    access to products that could create societal benefits. Drawing from risk perception
    theory, we examine how access-based services, as an alternative to ownership,
    can mitigate perceived risk dimensions. An experimental study reveals that, in
    contrast to consumers with higher income, low-income consumers perceive access-based
    services to entail less financial risk, resulting in a greater inclination to
    access a good than to own it. In a second study, we explore these differences
    by comparing access with a risk mitigation strategy. We find that at the base
    of the pyramid, access is perceived to entail less financial risk than both ownership
    and ownership with a warranty. The results indicate the importance of the sharing
    economy for addressing the limited availability of resources for alleviating poverty.
    Based on our findings, we derive implications for consumers and service providers
    at the base of the pyramid, and discuss how the COVID-19 pandemic may be detrimental
    to the identified opportunities.
article_type: original
author:
- first_name: Tobias
  full_name: Schäfers, Tobias
  id: '77945'
  last_name: Schäfers
  orcid: 0000-0002-2533-335X
- first_name: Gopalakrishnan
  full_name: Narayanamurthy, Gopalakrishnan
  last_name: Narayanamurthy
- first_name: Roger
  full_name: Moser, Roger
  last_name: Moser
- first_name: Marina
  full_name: Leban, Marina
  last_name: Leban
citation:
  ama: 'Schäfers T, Narayanamurthy G, Moser R, Leban M. The sharing economy at the
    base of the economic pyramid: How access‐based services can help overcome ownership
    risks. <i>Psychology &#38; Marketing</i>. 2021;38(11):2073-2088. doi:<a href="https://doi.org/10.1002/mar.21541">10.1002/mar.21541</a>'
  apa: 'Schäfers, T., Narayanamurthy, G., Moser, R., &#38; Leban, M. (2021). The sharing
    economy at the base of the economic pyramid: How access‐based services can help
    overcome ownership risks. <i>Psychology &#38; Marketing</i>, <i>38</i>(11), 2073–2088.
    <a href="https://doi.org/10.1002/mar.21541">https://doi.org/10.1002/mar.21541</a>'
  bjps: '<b>Schäfers T <i>et al.</i></b> (2021) The Sharing Economy at the Base of
    the Economic Pyramid: How Access‐based Services Can Help Overcome Ownership Risks.
    <i>Psychology &#38; Marketing</i> <b>38</b>, 2073–2088.'
  chicago: 'Schäfers, Tobias, Gopalakrishnan Narayanamurthy, Roger Moser, and Marina
    Leban. “The Sharing Economy at the Base of the Economic Pyramid: How Access‐based
    Services Can Help Overcome Ownership Risks.” <i>Psychology &#38; Marketing</i>
    38, no. 11 (2021): 2073–88. <a href="https://doi.org/10.1002/mar.21541">https://doi.org/10.1002/mar.21541</a>.'
  chicago-de: 'Schäfers, Tobias, Gopalakrishnan Narayanamurthy, Roger Moser und Marina
    Leban. 2021. The sharing economy at the base of the economic pyramid: How access‐based
    services can help overcome ownership risks. <i>Psychology &#38; Marketing</i>
    38, Nr. 11: 2073–2088. doi:<a href="https://doi.org/10.1002/mar.21541">10.1002/mar.21541</a>,
    .'
  din1505-2-1: '<span style="font-variant:small-caps;">Schäfers, Tobias</span> ; <span
    style="font-variant:small-caps;">Narayanamurthy, Gopalakrishnan</span> ; <span
    style="font-variant:small-caps;">Moser, Roger</span> ; <span style="font-variant:small-caps;">Leban,
    Marina</span>: The sharing economy at the base of the economic pyramid: How access‐based
    services can help overcome ownership risks. In: <i>Psychology &#38; Marketing</i>
    Bd. 38. New York, NY, Wiley (2021), Nr. 11, S. 2073–2088'
  havard: 'T. Schäfers, G. Narayanamurthy, R. Moser, M. Leban, The sharing economy
    at the base of the economic pyramid: How access‐based services can help overcome
    ownership risks, Psychology &#38; Marketing. 38 (2021) 2073–2088.'
  ieee: 'T. Schäfers, G. Narayanamurthy, R. Moser, and M. Leban, “The sharing economy
    at the base of the economic pyramid: How access‐based services can help overcome
    ownership risks,” <i>Psychology &#38; Marketing</i>, vol. 38, no. 11, pp. 2073–2088,
    2021, doi: <a href="https://doi.org/10.1002/mar.21541">10.1002/mar.21541</a>.'
  mla: 'Schäfers, Tobias, et al. “The Sharing Economy at the Base of the Economic
    Pyramid: How Access‐based Services Can Help Overcome Ownership Risks.” <i>Psychology
    &#38; Marketing</i>, vol. 38, no. 11, 2021, pp. 2073–88, <a href="https://doi.org/10.1002/mar.21541">https://doi.org/10.1002/mar.21541</a>.'
  short: T. Schäfers, G. Narayanamurthy, R. Moser, M. Leban, Psychology &#38; Marketing
    38 (2021) 2073–2088.
  ufg: '<b>Schäfers, Tobias u. a.</b>: The sharing economy at the base of the economic
    pyramid: How access‐based services can help overcome ownership risks, in: <i>Psychology
    &#38; Marketing</i> 38 (2021), H. 11,  S. 2073–2088.'
  van: 'Schäfers T, Narayanamurthy G, Moser R, Leban M. The sharing economy at the
    base of the economic pyramid: How access‐based services can help overcome ownership
    risks. Psychology &#38; Marketing. 2021;38(11):2073–88.'
date_created: 2022-04-13T10:45:02Z
date_updated: 2025-06-26T13:23:58Z
department:
- _id: DEP1521
doi: 10.1002/mar.21541
external_id:
  isi:
  - '000672550800001'
intvolume: '        38'
isi: '1'
issue: '11'
keyword:
- access-based services
- base of the pyramid
- risk perception theory
- sharing economy
language:
- iso: eng
page: 2073-2088
place: New York, NY
publication: Psychology & Marketing
publication_identifier:
  eissn:
  - 1520-6793
  issn:
  - 0742-6046
publication_status: published
publisher: Wiley
quality_controlled: '1'
status: public
title: 'The sharing economy at the base of the economic pyramid: How access‐based
  services can help overcome ownership risks'
type: scientific_journal_article
user_id: '83781'
volume: 38
year: '2021'
...