Consumer engagement in the sharing economy: a perspective in the crowdsourced delivery services

The sharing economy (SE) is becoming increasingly popular, yet it is not fully theorized. SE is defined as an activity whereby a platform provider links a consumer that aims to temporarily utilize assets with a peer service provider who grants access to these assets and with this delivers the core service, replacing ownership, the SE is projected to grow from $15 billion in 2014 to $335 billion in 2025. This article examines consumer engagement in the context of service sharing, more specifically, crowdsourced delivery platforms via an interpretive study of the leading Brazilians platforms, iFood, Rappi, and other shared services. This articles' primary objective is to demonstrate that consumer engagement in crowdsourced delivery services may vary along with the consumer demographics, convenience, brand value, engagement with special offers, and consumer engagement towards other SE services. We propose a framework for the crowdsourced delivery service ecosystem and a conceptual framework for consumer engagement in the crowdsourced delivery service. The statistical results and discussions show that brand value, consumer engagement in other SE services, delivery security, and product quality as the most significant variables with positive and negative impacts on consumer engagement in the Crowdsourced Delivery Services (CDS). The paper also investigates the COVID-19 pandemic impact on consumer engagement for crowdsourced delivery service firms in Brazil.