MODELLING CONSUMER CHOICE IN THE В2В SHARING ECONOMY
Introduction: the development of the sharing economy creates new threats and opportunities for business. It becomes expedient for industrial equipment manufacturers not only to sell their products directly, but also to lease them out, switching to the "equipment as a service" model. Opportunity of that kind arises because of changing consumer preferences of industrial equipment manufacturers' customers. Objectives: to offer a model of consumer choice in the B2B sharing economy, which would allow predicting various scenarios of consumer behavior for optimal interaction of industrial equipment manufacturers with equipment sales markets. Methods: mathematical modeling (analytical modeling), general logical methods (analysis, synthesis, deduction, etc.), as well as content analysis (with subsequent systematization and generalization of the obtained data) of relevant foreign studies devoted to modeling in the sharing economy. Results: in this article, based on the study of scientific literature, a model of consumer choice in the sharing economy was proposed. The results of the article can form the basis for multiagent modeling and quantitative assessment of abstract situations in the market of producers and consumers. Conclusions: the proposed model can be useful both for the business community in terms of expanding the idea of changing the consumption paradigm and creating production strategies, and for the scientific community in terms of conducting further research, in particular, multi-agent modeling. The results obtained are also of practical importance for government officials interested in regulating new P2P-markets, increasing the efficiency of the implementation of government programs and the implementation of measures to support industrial enterprises.