Enhancing customer trust in peer-to-peer accommodation: A 'soft' strategy via social presence
| Autor: | Tianyu Ying, Lingqiang Zhou, Shun Ye, Tianyi Wang |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
business.industry
Strategy and Management 05 social sciences Context (language use) Peer-to-peer computer.software_genre Hospitality industry Popularity Structural equation modeling Sharing economy Tourism Leisure and Hospitality Management 0502 economics and business 050211 marketing Business Marketing computer Accommodation 050203 business & management Consumer behaviour |
| Zdroj: | International Journal of Hospitality Management. 79:1-10 |
| ISSN: | 0278-4319 |
| DOI: | 10.1016/j.ijhm.2018.11.017 |
| Popis: | Despite its global popularity, the Web-based Peer-to-Peer (P2P) accommodation platform (e.g. Airbnb, Xiaozhu.com) commonly suffers insufficient customer trust due to its lean human/social elements. This study examines a soft strategy of trust establishment that addresses the impersonal nature of Web-mediation by improving social presence, and assesses its applicability and functional mechanism in the context of P2P sharing economy. Specifically, this study models and tests a social presence-utilitarian/hedonic engagement-trust-purchase intention framework. Data was collected from 571 Chinese P2P accommodation customers, and analyzed using structural equation model. The result confirms that social presence does enhance P2P customer trust and purchase intention via both utilitarian and hedonic engagement. Implications and limitations are also discussed. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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