For the Fun of It: A Culture Theory Study on How Fun Informs E-scooter Experiences

The rising popularity of shared e-scooters within urban transportation systems represent a shift towards low carbon alternatives yet there remain limited investigations into the affective dimensions, such as experiences of fun, within e-scooter consumption. By focusing on the consumptive experiences of 18 e-scooter users, this study aims to understand How do experiences of fun inform micromobility consumption in urban populations? A market-oriented ethnography was undertaken across five markets in the Pacific Northwest. Rooted in Consumer Culture Theory (CCT), the study utilized qualitative techniques including electronic transit diaries, participant observation, in-depth interviews, and video recordings. The findings informed three research outputs: i) a journal manuscript that advances a theory of consumer fun where themes of corporeality, freedom, (re)discovery through novelty, social bonds & identity, and temporality were identified and discussed in context of consumer behaviour; ii) a policy-focused manuscript exploring how nostalgia in shared e-scooter experiences promotes enjoyment; and, iii) practice-oriented insights shared with industry via conference presentation and supporting digital media. Together, this research underscores the significance of affective and emotional aspects in consumers' e-scooter experiences that is highly relevant for our understanding of consumer behaviour by providing a more complete account of how fun originates for consumers. It also helps inform the service delivery and managerial decisions in the operation of e-scooter and other businesses which have experiential consumption as part of their value offering, as well as for policymakers and planners concerned with supporting a shift towards more sustainable cities.

Author dc:creator

• Nygaard-Petersen, Karly

Advisor dc:contributor.advisor

• Kajzer Mitchell, Ingrid

• Faculty of management

Language dc:language.iso

en_US

Identifier URI

https://doi.org/10.25316/ir-19748

OAI identifier oai:identifier

oai:null:10613/28124