ANALYSIS OF STUDENTS' ATTITUDES TOWARDS SHARING ECONOMY IN CROATIA

Unatoč nekim negativnim konotacijama koje su obrađene u ovom radu, poduzeća iz područja ekonomije dijeljenja i dalje rastu velikom brzinom uzrokujući disrupciju na tržištima diljem svijeta. Konkurencija pokušava na razne načine adresirati problem novih igrača koji im velikom brzinom oduzimaju tržni udio koji su godinama uživale. Kako bi odgovorile na novo stanje na tržištu, neka poduzeća pokušavaju sama razvijati slične proizvode ili usluge, neka akviziraju konkurente, dok se mnoga žale regulatorima zbog nejednakog tretiranja i pogodovanja poduzećima iz ekonomije dijeljenja. Činjenica je da legislativa ne ide u korak s inovacijama, no laganim korakom se prilagođavaju i oni kako bi iskoristili mnoge prednosti ekonomije dijeljenja i potaknule svima potreban gospodarski rast. S obzirom da je tehnologija glavni čimbenik razvoja ekonomije dijeljenja, ne čudi da su rezultati mnogih istraživanja pokazala kako su milenijalci najotvoreniji sudjelovanju u ekonomiji dijeljenja. Stoga se u ovom radu provelo istraživanje na prigodnom uzorku od 200 ispitanika, studenata sa Sveučilišta u Zagrebu. Cilj je bio ispitati stavove studenata i njihove navike sudjelovanja u ekonomiji dijeljenja putem ankete. Istraživanje je pokazalo da je gotovo 50% studenata upoznato s pojmom ekonomije dijeljenja za koju smatraju da je cjenovno pristupačnija, čini život lakšim i efikasnijim, transparentnija je i lakša za sudjelovanje od tradicionalnih modela. Također, čak nekoliko puta tjedno sudjeluju u ekonomiji dijeljenja kao korisnici streaming usluga, kupnje na platformama poput Glovo-a ili eBaya i vožnje Uberom. S druge strane, studenti se zbog pomanjkanja interesa za poduzetništvom kao karijernim izborom više vide na strani korisnika nego pružatelja usluga. Nisu otvoreni dijeliti materijalnu imovinu veće vrijednosti poput kuće, stana i automobila, no otvoreniji su dijeljenju alata, fizičkog rada te znanja i vještina. Preko 80% studenata smatra kako je ekonomija dijeljenja sigurna što potvrđuje i podatak da se najviše oslanjaju na sustav recenzija koji im ulijeva povjerenje. Bez obzira na svjetska istraživanja potrošačkih navika i stavova milenijalaca kao generacije, istraživanje je pokazalo da ispitanici vrednuju vlasništvo više nego pristup proizvodima i uslugama, što ih ne čini zatvorenima za sudjelovanjem u ekonomiji dijeljenja ali ipak sugerira trenutno stanje.Despite many accusations and lawsuits, companies in the field of sharing economy continue to grow at a lightning speed causing disruption in markets around the world. The competition is trying in various ways to address the problem of new players taking away the market share they have enjoyed for years. To respond to the new market situation, some companies themselves are trying to develop a similar product or service, some are acquiring a competitor, while many are complaining to regulators about unequal treatment and favoring companies in the sharing economy. The fact is that regulation does not keep pace with innovation, but they are also adapting, at a slow pace, to take advantage of the many benefits of the sharing economy to boost economic growth. Given that technology is a major factor in the development of the sharing economy, it is not surprising that the results of many studies have shown that millennials are most open to participating in the sharing economy. Therefore, in this paper, a study was conducted on a random sample of 200 respondents, students from the University of Zagreb. The aim was to examine students’ attitudes and their habits of participating in the sharing economy through a survey. The research showed that almost 50% of students are familiar with the concept of sharing economy which they consider to be more affordable, makes life easier and more efficient, more transparent and easier to participate than traditional models. They also participate in the sharing economy several times a week as users of streaming services, shopping on platforms like Glovo or eBay, and driving with Uber. On the other hand, students are more open to be on the side of the users than service providers. They are not open to share tangible assets of greater value such as house, apartment and car, but they are more open to share tools, physical labor, knowledge and skills. Over 80% of students believe that the sharing economy is safe, which is confirmed by the fact that they rely mostly on a system of reviews that instills confidence in them. Regardless of global research on consumer habits and attitudes of millennials as a generation, research has shown that respondents value ownership more than access to products and services. However, this fact does not make them closed to participating in the sharing economy