Abstract
The article substantiates the importance of the development of an innovative economy at the current stage of society's development as a leading global trend in the context of constantly accelerating changes. Consequently, the emergence of a shared consumption economy, a new direction for the development of economic systems, is generally seen as a significant economic transformation, which is based on the possibility of sharing or collectively using a range of products or services, either temporarily or for free. The authors of the article present the evolution of scientific aspects related to the definition and structure of a shared consumption economy. Theoretical approaches have been studied and identified, their strengths and weaknesses have been revealed, and their characteristics have been given. A comparative analysis of the dominant models of the sharing economy was performed in order to determine not only the diversity of organizational forms, but also the complexity of the relationship between commercialization and social orientation. As a result, the principles and conditions for the development of sharing were identified, and the potential for implementing the sharing economy in the context of modern society was determined. Special attention was also paid to the risks associated with commercialization and increased instability in employment in the sharing economy. The study used methods of theoretical analysis and logical reasoning. In conclusion, the authors of the article determined that the prerequisites for a positive trend in consumer demand in this area will initially be cost savings, ease of use, free access to online technology applications, and high-speed Internet. Additionally, the prospects for further research in the field of modeling the sharing economy in the context of digitalization and expansion of network markets were outlined.