Today, we live in a highly competitive world, volatile and hyperconnected with technology, that is why markets have shaped and changed their way of operating, in order to meet the high demands of users. The collaborative economy is a recent business model (different from the traditional one) that it has been implementing since 2012, where advances in information technology are integrated to exchange and share a series of products and services to different market segments, generating new opportunities where people with their own resources can obtain profits and new forms of employment and supply (Alfonso-Sánchez, 2016, p. 17).
