Understanding Value Propositions and Perceptions of Sharing Economy Platforms Between South Korea and the United States: A Content Analysis and Topic Modeling Approach

Abstract

The sharing economy (SE) has rapidly expanded to become a key component of the global economy. However, as SE platforms evolve, a growing disconnect may exist between the value propositions companies emphasize and the values consumers actually perceive. Do the value frames communicated by SE companies align with those perceived as important by consumers, and how does this alignment differ across cultural contexts such as South Korea and the U.S.? Drawing on two complementary studies, we examine value alignment between SE companies and consumers in South Korea and the U.S. Study 1 employs content analysis of marketing messages from 246 SE platforms across five sectors, identifying the core value propositions emphasized. Study 2 applied structural topic modeling (STM) to consumer reviews from major SE platforms in both countries, focusing on three sectors: accommodation, service exchanges, and second-hand transactions. The findings reveal that SE companies in both countries primarily emphasize functional and economic values, with U.S. companies placing greater additional emphasis on emotional and social values than their South Korean counterparts. Similarly, consumers in both countries value functional, emotional, and economic aspects, showing general alignment with company marketing communications. However, South Korean consumers tended to emphasize functional and economic values more, while U.S. consumers were relatively more oriented toward emotional and social values. Notably, sustainability, widely regarded as a core principle of the SE, was not strongly emphasized by either companies or consumers. These findings contribute to the theoretical understanding of value dynamics in the SE and offer practical implications for developing culturally informed and value-driven marketing strategies.