Signaling Peer Trust in Accommodation-sharing Services: Effects of Similarity and Reviews on Listing Sales

Wu, Jiang and Jin, Mengmeng (2018) Signaling Peer Trust in Accommodation-sharing Services: Effects of Similarity and Reviews on Listing Sales. Wuhan International Conference on e-Business.

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Abstract

Online P2P accommodation-sharing has been a rising sub-market of sharing economy in recent years. However, the trust issues still exist because of information asymmetry and economic risks. Based on signaling theory, we argue that the traveler-host demographic similarity and host review volume both foster traveler’s trust-building. By an empirical study, we found that the traveler-host age similarity and education similarity have a significant positive effect on listing sales. Furthermore, it is found that the host’s review volume moderate the relationship of age and education similarity of traveler-host on listing sales. The findings take the initiative to verify the effect of traveler-host demographic similarity in sharing economy, which contributes to the accommodation-sharing literature theoretically and provides practical guidelines for developing trust.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
T Technology > T Technology (General)
Divisions: Faculty of Industrial Engineering and Informatics > Information System
Depositing User: staff repository 1
Date Deposited: 03 Sep 2018 14:29
Last Modified: 03 Sep 2018 14:29
URI: http://repository.ittelkom-pwt.ac.id/id/eprint/4660

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