File(s) under embargo
until file(s) become available
Sharing individuals: Comprehensive understanding of consumers in peer-to-peer accommodation world.
Driven by various benefits, such as authenticity, enjoyment, sustainability, socialization, and uniqueness, peer-to-peer (P2P) accommodation has become an increasingly important socio-economic phenomenon. To study this emerging hospitality consumption format systematically and to enhance the understanding of consumers’ motivations, perceptions, and behavioral intentions in the P2P accommodation context, three projects were proposed and completed in this dissertation. These focused on the mechanisms underlying consumers’ perceptions and participation in the world of P2P accommodation. Project I provided a comprehensive overview of how diverse motivators can influence consumers’ satisfaction and loyalty toward P2P accommodation services, following the push and pull theoretical framework. By conducting a meta analysis, Project I revealed that improving push motivators (i.e., psychological and intrinsic motivators) is more important than pull motivators (i.e., cognitive and extrinsic motivators) in enhancing consumers’ satisfaction, re-patronage intentions, and the spreading of positive word-of-mouth interactions. Next, by employing the dual-process theory, Project II comprised a series of three studies to investigate how various types of online reviews (i.e., fact-based versus emotion-based; property-focused versus host-focused) can affect consumers’ consumption decisions pertaining to P2P accommodation. The findings revealed that fact-based reviews result in higher booking intentions due to enhanced trust in the P2P property/host. Moreover, it was found that female consumers exhibit higher booking intentions when they read host-focused reviews. Finally, drawing on the norm activation theory, Project III comprised an investigation into how consumers’ altruistic value versus egoistic value orientations impacted their consumption intentions of sustainable P2P accommodation. Furthermore, by employing both survey and experimental design studies, the underlying mechanism explaining the impacts of various consumption value orientations on behavioral intentions was explored, focusing on booking intentions and willingness-to-pay-more for sustainable green P2P accommodation. Bringing these findings together, this dissertation provides theoretical and practical implications from various perspectives with regard to how consumers’ motivators and perceptions lead to their participation in the P2P accommodation world.