Sharing economy in sports: Acceptance of P2P platforms for sharing sport equipment

Abstract

The sharing economy (SE) is a business model based on digital platforms that enable direct peer-to-peer (P2P) exchanges of resources or services, focusing on the temporary use of underutilised resources rather than ownership. This model has transformed industries such as hospitality, transportation, and freelancing, while new opportunities are emerging in various sectors, where the sector of sport and sport equipment is of high interest. Sharing economy platforms in sport sector, such as Equip Sport and Spinlister, facilitate equipment rentals, shared use of stadiums, and connections between athletes and coaches. Considering that these platforms do not operate in Serbia, the acceptance of such platforms remains largely unexplored. This study examines the potential of P2P sports equipment rental platforms in Serbia using a modified UTAUT (Unified Theory of Acceptance and Use of Technology) model. Structural equation modeling (SEM) was employed to validate the proposed conceptual model. The aim of the study is to quantify interest in these platforms, highlight their potential to reduce financial barriers to sports participation, and explore the factors which impact the intention to use such platforms. By offering practical recommendations, the study can serve as a guide for startups and businesses entering the Serbian market. It also contributes to the understanding of the sharing economy model in the Balkans, where SE platforms are still in their early stages. The may serve as a foundation for regulatory, entrepreneurial, and academic initiatives in this domain.