Effects of customers' perceived risks of sharing economy on self-protective behavior toward COVID-19. (Special Issue: The sharing economy in a post-pandemic world.)
International Journal of Contemporary Hospitality Management
; 35(4):1304-1331, 2023.
Article
in English
| CAB Abstracts | ID: covidwho-2319265
ABSTRACT
Purpose:
This study aims to investigate how customers' perceived risks of sharing economy (SE) affect their self-protective behaviors when using SE, leading to their future behavioral intention. Additionally, this study looks into whether there are any differences between accommodation-sharing and ride-sharing customers in the aforementioned relationships. Design/methodology/approach:
An online survey targeting two groups of SE customers (i.e. accommodation sharing and ride sharing) was used. Using partial least squares structural equation modeling, the mechanism of how SE customers' perceived risks of SE affect their self-protective behaviors, which in turn influence their future behavior intention. A multigroup analysis was performed to assess the difference between the two groups of SE customers. Finally, a multivariate analysis of variance (MANOVA) was conducted to see the potential differences between the five classifications of self-protective behaviors in their perceived risks.Findings:
SE customers' psychological risks positively affected their hygiene protective behaviors and social protective behaviors, influencing their behavior intention and relative intention (compared with traditional services). Social risk had a negative impact on SE customers' hygiene protective behaviors. There was a significant difference between accommodation sharing and ride sharing customers in their psychological mechanism of how perceived risks influence their self-protective behaviors. Practical implications The findings of this study help SE platforms and service providers better understand their customers' perceived risks of their services and suggest them to promote their customers' self-protective behaviors so that perceived risks can be mitigated, thereby generating strong behavior intentions. As the results indicated that there is a significant difference between the two major forms of SE (i.e. accommodation sharing and ride sharing) in their customers' perceived risks and self-protective behavior, SE platforms can further refine their operational and marketing efforts based on the findings. Originality/value This study offers a comprehensive understanding of SE customers' self-protective behaviors by examining the effects of SE customers' different perceived risks on their self-protective behaviors during the unprecedented pandemic. Furthermore, the comparison of the two most popular forms of SE (i.e. accommodation sharing and ride sharing) provides new perspectives to understand customers' behavior in the SE context.
Social Psychology and Social Anthropology [UU485]; Consumer Economics [EE720]; Tourism and Travel [UU700]; Leisure; Recreation and Tourism Economics [EE119]; consumer behaviour; risk; consumers; accommodation; attitudes; hospitality industry; marketing; models; relationships; services; China; USA; APEC countries; East Asia; Asia; high Human Development Index countries; upper-middle income countries; high income countries; North America; America; OECD Countries; very high Human Development Index countries; consumer behavior; behavior; People's Republic of China; United States of America
Full text:
Available
Collection:
Databases of international organizations
Database:
CAB Abstracts
Type of study:
Experimental Studies
/
Prognostic study
Language:
English
Journal:
International Journal of Contemporary Hospitality Management
Year:
2023
Document Type:
Article
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