Access-Based Consumption

Access-based consumption fundamentally redefines the consumer-object relationship. Unlike traditional ownership, which implies perpetual and exclusive rights, access is temporary, non-exclusive, and market-mediated. This model is characterized by a focus on the utility derived from using a product rather than the symbolic value of owning it. Researchers have identified several key dimensions of this model, including the temporality of access, the role of the market in mediating the transaction, and the lack of ownership transfer.

This shift has profound implications for consumer behavior and 营销. 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 用户体验, 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).