Nam Anh Nguyen

After graduating from the University of Tuebingen with degree in International Business Administration and East Asian Studies (B.Sc.), Nam Anh started to study the Master in Management (M.Sc.) at the University of Mannheim. In the course of his studies, he also spent one year at the Tongji University in Shanghai (Mainland China) and one semester at the Queen’s University in Kingston (Canada). Upon finishing his Master’s, Nam Anh is going to work in management consulting in Munich.

In his Master thesis, Nam Anh investigates consumer behavior on sharing economy platforms. With skyrocketing valuations for startups like Uber or Airbnb, the sharing economy has been identified as one of the most impactful trends in the global business world. Despite its popularity and a number of studies focusing on why people engage on such platforms, the question how people engage in this new market has remained a research gap. To address this gap, the thesis investigates how users form their purchase intention in the sharing economy, based on the available information.

Choice-Based Conjoint (CBC) Analysis perfectly mimics the selection process on ridesharing platforms. In this context, users usually screen a number of possible ride offerings that differ in their attributes such as price, style of driving, number of available seats, average rating score, and number of social media connections. The aim of the study is to identify the determinants of an individual’s decision to purchase a ride.