PERSONAL VS. COMMERCIAL PEER SERVICE PROVIDERS - Abstract

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

8 Downloads (Pure)

Abstract

The focus of the sharing economy in tourism (Airbnb) has shifted recently from personal peer providers (i.e., individuals that rent a room) to commercial peer providers (i.e., companies that manage several Airbnb lodgings). While prior research encourages peer service providers (Airbnb hosts) to focus on social interactions, the literature remains silent on how consumers respond to the social dimension across the two peer provider types (personal versus commercial provider). Two experimental studies (n=600) reveal that consumers exhibit higher loyalty towards personal providers when they focus on communal norms and this effect is driven via empathy. Study 2 examines the moderating effect of perceived warmth. We reveal that this effect backfires when personal (commercial) peers are not social. That is, the social aspect of Airbnb providers critically depends on relationship norms (personal versus commercial host).
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy, 50th
PublisherEuropean Marketing Academy (EMAC)
Chapter94525
Pages1-2
Number of pages2
Publication statusPublished - 1 Jun 2021
Event50th European Marketing Academy (EMAC) Annual Conference - ESIC Business & Marketing School, Mdrid, Spain
Duration: 25 May 202128 May 2021
Conference number: 50th
http://www.emac2021conference.org/r/default.asp?iId=JDDGMM

Conference

Conference50th European Marketing Academy (EMAC) Annual Conference
Abbreviated titleEMAC 2021
Country/TerritorySpain
CityMdrid
Period25/05/2128/05/21
Internet address

Keywords

  • Tourism marketing
  • Communal norms
  • Empathy
  • Loyalty

Fingerprint

Dive into the research topics of 'PERSONAL VS. COMMERCIAL PEER SERVICE PROVIDERS - Abstract'. Together they form a unique fingerprint.

Cite this