基于访问的消费

基于使用权的消费从根本上重新定义了消费者与物品的关系。与传统的所有权（意味着永久的、排他性的权利）不同，使用权是暂时的、非排他性的，并且由市场中介。这种模式的特点是注重使用产品所带来的效用，而不是拥有产品的象征价值。研究人员已经确定了该模式的几个关键维度，包括使用权的暂时性、市场在交易中介中的作用以及所有权转移的缺乏。

This shift has profound implications for consumer behavior and marketing. For consumers, it can offer greater flexibility, lower costs, and access to a wider variety of goods. However, it can also lead to feelings of detachment and a lack of psychological ownership. For businesses, it requires a move from a product-centric model to a service-centric one, focusing on user experience, reliability, and availability. This is often referred to as ‘servitization’. The success of access-based models hinges on reducing transaction costs—such as search, negotiation, and enforcement—which digital platforms have effectively minimized through user-friendly interfaces, transparent pricing, and integrated trust systems. The model challenges traditional notions of brand loyalty, as consumers may be more loyal to the convenience of the platform than to the specific brand of the product they are accessing (e.g., renting any available car rather than a specific make).