Exploring willingness to share in peer-to-peer access-based hospitality markets: the effect of roles performed and sharing intensity
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 2 October 2020
Issue publication date: 13 November 2020
Abstract
Purpose
This study aims to examine the effect of individuals’ roles, as providers or consumers, and sharing intensity on willingness to participate in access-based hospitality markets.
Design/methodology/approach
The research draws from the theories of psychological ownership and prospect theory to examine how individuals’ roles and sharing intensity affect willingness to share an accommodation. Two behavioral experiments test the proposed hypotheses and fundament the main conclusions.
Findings
The results show that providers (consumers) desire more (less) intensive sharing. This paper also finds a significant difference between consumers’ willingness to pay and providers’ willingness to accept, creating a seesaw dilemma that limits the likelihood of closing a sharing agreement. Based on the findings, strategies to improve the likelihood of transactions among parties are suggested.
Practical implications
The research provides guidelines to stimulate peer-to-peer hospitality transactions. It suggests improving communication to highlight consumers’ perceptions of effectance and feeling of “home,” as well as providers’ mental imageries of ownership. It also recommends systematizing accommodation attributes based on expected sharing experiences and the prospection of users who welcome high sharing intensity.
Originality/value
In contrast to other studies of peer-to-peer accommodation sharing, this paper explores the roles of providers and consumers simultaneously and analyze sharing intensity as a critical factor. This study finds that providers may welcome more intensive sharing, and links this outcome to an unusual negative relationship between psychological ownership and the endowment effect.
Keywords
Acknowledgements
The authors wish to acknowledge the Brazilian School of Public and Business Administration (FGV EBAPE), the Coordination for the Improvement of Higher Education Personnel (CAPES) and the National Council for Scientific and Technological Development (CNPq) for grants, which supported this research.
Authors’ declaration: We confirm that there are no known conflicts of interest associated with this publication and there has been no significant financial support for this work that could have influenced its outcome. We also confirm that the manuscript has been read and approved by all named authors and that there are no other persons who satisfied the criteria for authorship but are not listed. We further confirm that the order of authors listed in the manuscript has been approved by all of us. Finally, we confirm that we have given due consideration to the protection of intellectual property associated with this work and that there are no impediments to publication, including the timing of publication, with respect to intellectual property. In so doing, we confirm that we have followed the regulations of our institutions concerning intellectual property.
Citation
Teixeira, O.F.B., Caldieraro, F. and Medeiros, A.C. (2020), "Exploring willingness to share in peer-to-peer access-based hospitality markets: the effect of roles performed and sharing intensity", International Journal of Contemporary Hospitality Management, Vol. 32 No. 11, pp. 3439-3456. https://doi.org/10.1108/IJCHM-01-2020-0069
Publisher
:Emerald Publishing Limited
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