||Understanding Peer Service Provider’s Risks and Benefits on Intention to Continue Using Accommodation Sharing Platform
||Understanding Peer Service Provider’s Risks and Benefits on Intention to Continue Using Accommodation Sharing Platform
||Institute of International Management
Online selling has received a huge attention from many entrepreneurs who want to start their business. In online world where information can reach many people with unlimited richness of information, it can be seen as a source advantage to extend market and offer product to various group of people. However, do reach and richness always be a source of advantage in every online transaction? Now, online accommodation sharing has received a great attention from private individual, who have underutilized space, to share their own private space with people in the online world. Sharing individual’s private space and property information online may bring various benefit, but it also brings risks and vulnerability to them due to misuse of information and misuse of property. Thus, it is unclear that how reach and richness of information in online world bring risks and benefits to provider. Therefore, this research has tried to investigate how reach and richness of information influence risk and benefits trade-off in online accommodation sharing. Online experimental study with factorial design 2x2x2 were employed to investigate the role of reach, richness of information and 2-ways review system (represent richness of information received from customers) on privacy trade-off. The results found that reach of information positively influence perceived benefits while richness of information instead positive influence only information privacy risks. While, 2-ways review system not significantly moderate benefits or risks perception.
TABLE OF CONTENTS
TABLE OF CONTENTS I
LIST OF TABLES IV
LIST OF FIGURES I
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 3
1.3 Research Gap & Objectives. 6
1.4 Research Procedure. 8
1.5 Research Structure. 9
CHAPTER TWO LITERATURE REVIEW 10
2.1 Privacy Calculus. 10
2.1.1 Information Privacy Risk in Accommodation Sharing. 11
2.1.2 Physical Privacy Risk in Accommodation Sharing. 12
2.2 Investigate the Effect of Reach and Richness of Information on Privacy Risks and Benefits in Online Accommodation Sharing. 13
2.2.1 The Effect of Reach of Information on Perceived Benefits. 14
2.2.2 The Effect of Richness of Information on Perceived Physical Privacy Risks and Information Privacy Risks. 15
2.3 Investigate the Effect of 2-Ways Review System on Privacy Risks and Benefits in Online Accommodation Sharing. 17
2.3 The Effect of Perceived Benefits on Intention to Continue Sharing Accommodation via Online Platform. 19
2.4 The Effect of Perceived Privacy Risks on Intention to Continue Sharing Accommodation via Online Platform. 21
2.7 Investigate Moderating Effect of Insurance Policy. 24
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26
3.1 Conceptual Framework. 26
3.2 Definitions and Measurement of Variables. 28
3.2.1 Variables and Definition. 28
3.3 Stimuli Development and Procedures. 29
3.4 Manipulation Check. 29
3.4.1 Manipulation Check for Reach of Information. 29
3.4.2 Manipulation Check for Richness of Information 30
3.4.3 Manipulation Check for 2-Ways Review System. 30
3.4.4 Manipulation Check Measurement 30
3.5 Construct Measurement. 31
3.6 Control Variable. 33
3.6.1 Demographic control variable. 33
3.7 Sample and Sampling. 34
3.8 Data Analysis 34
3.8.1 Descriptive Statistic 34
3.8.2 Factor Analysis. 35
3.8.3 Reliability Test. 35
3.8.4 Analysis of Variance (ANOVA). 35
3.8.5 Regression Analysis. 35
CHAPTER FOUR RESEARCH RESULTS 36
4.1 Data Collection. 36
4.2 Characteristics of Respondents. 36
4.3 Descriptive Statistics Analysis. 38
4.4 Manipulation Check. 41
4.5 Confirmatory Factor Analysis and Reliability Test. 43
4.6 Analysis of Variance (ANOVA). 46
4.7 Regression Analysis. 50
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 54
5.1 Research Discussion and Conclusions. 54
5.1.1 Examine Main effect of Independent Variables 56
5.1.2 Examine Interaction effect of Independent Variables and Moderation effect of Moderator. 57
5.1.3 Theoretical Contributions. 57
5.1.4 Managerial Implications. 58
5.3 Limitation and Future Research. 59
Reach of Information High Vs Low 68
Richness of information: High 69
Richness of information: Low 71
With 2-ways review system 72
Without 2-ways review system 73
Acquisti, A., Brandimarte, L., & Loewenstein, G. (2015). Privacy and human behavior in the age of information. Science, 347(6221), 509-514.
Alsever, J. (2013). The" mega trend" that swallowed Silicon Valley. CNN Money.
Amit, R., & Zott, C. (2001). Value creation in e‐business. Strategic management journal, 22(6‐7), 493-520.
Bakos, J. Y. (1997). Reducing buyer search costs: Implications for electronic marketplaces. Management science, 43(12), 1676-1692.
Bauer, R. A. (1960). Consumer behavior as risk taking. Paper presented at the Proceedings of the 43rd National Conference of the American Marketing Assocation, June 15, 16, 17, Chicago, Illinois, 1960.
Bauer, R. A., & Cox, D. F. (1967). Risk taking and information handling in consumer behavior. Boston: Harvard University, 469-486.
Botsman, R., & Rogers, R. (2011). What's mine is yours: How collaborative consumption is changing the way we live: Collins London.
Cases, A.-S. (2002). Perceived risk and risk-reduction strategies in Internet shopping. The International Review of Retail, Distribution and Consumer Research, 12(4), 375-394.
Choi, B., Wu, Y., Yu, J., & Land, L. (2018). Love at First Sight: The Interplay Between Privacy Dispositions and Privacy Calculus in Online Social Connectivity Management.
Cohen, B., & Kietzmann, J. (2014). Ride on! Mobility business models for the sharing economy. Organization & Environment, 27(3), 279-296.
Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision-making: The case of telephone shopping. Journal of marketing research, 32-39.
Cragg, P. B., & King, M. (1993). Small-firm computing: motivators and inhibitors. MIS quarterly, 47-60.
Crespo, A. H., del Bosque, I. R., & de los Salmones Sanchez, M. G. (2009). The influence of perceived risk on Internet shopping behavior: a multidimensional perspective. Journal of Risk Research, 12(2), 259-277.
Culnan, M. J. (1993). How did they get my name?: An exploratory investigation of consumer attitudes toward secondary information use. MIS Quarterly, 17(3), 341-363.
Culnan, M. J., & Bies, R. J. (2003). Consumer privacy: Balancing economic and justice considerations. Journal of Social Issues, 59(2), 323-342.
Dakhlia, S., Davila, A., & Cumbie, B. (2016). Trust, but Verify: The Role of ICTs in the Sharing Economy Information and Communication Technologies in Organizations and Society (pp. 303-311): Springer.
Dambrine, B., Jerome, J., & Ambrose, B. (2015). User reputation: Building trust and addressing privacy issues in the sharing economy. Paper presented at the Future of privacy forum.
Dennis, C., Merrilees, B., Jayawardhena, C., & Tiu Wright, L. (2009). E-consumer behaviour. European journal of Marketing, 43(9/10), 1121-1139.
Dhar, S., & Varshney, U. (2011). Challenges and business models for mobile location-based services and advertising. Communications of the ACM, 54(5), 121-128.
Dinev, T., Bellotto, M., Hart, P., Russo, V., Serra, I., & Colautti, C. (2006). Privacy calculus model in e-commerce–a study of Italy and the United States. European Journal of Information Systems, 15(4), 389-402.
Dinev, T., & Hart, P. (2004). Internet privacy concerns and their antecedents-measurement validity and a regression model. Behaviour & Information Technology, 23(6), 413-422.
Dinev, T., & Hart, P. (2006). An extended privacy calculus model for e-commerce transactions. Information Systems Research, 17(1), 61-80.
Dreyer, B., Lüdeke-Freund, F., Hamann, R., & Faccer, K. (2017). Upsides and downsides of the sharing economy: Collaborative consumption business models' stakeholder value impacts and their relationship to context. Technological Forecasting and Social Change, 125, 87-104.
Dunn, S. C., Seaker, R. F., & Waller, M. A. (1994). Latent variables in business logistics research: Scale development and validation. Journal of Business Logistics, 15(2), 145-172.
Eggert, A. (2006). Intangibility and perceived risk in online environments. Journal of Marketing Management, 22(5-6), 553-572.
Ert, E., Fleischer, A., & Magen, N. (2016). Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, 55, 62-73.
Evans, P., & Wurster, T. S. (1999). Getting real about virtual commerce. Harvard Business Review, 77, 84-98.
Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K. H. (2014). Trust, Satisfaction, and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-Commerce Institutional Mechanisms. Mis Quarterly, 38(2).
Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International journal of human-computer studies, 59(4), 451-474.
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of interactive marketing, 20(2), 55-75.
Frenken, K., & Schor, J. (2017). Putting the sharing economy into perspective. Environmental Innovation and Societal Transitions, 23, 3-10.
Geron, T. (2013). Airbnb and the unstoppable rise of the share economy. Retrieved May, 24, 2013.
Glover, S., & Benbasat, I. (2010). A comprehensive model of perceived risk of e-commerce transactions. International journal of electronic commerce, 15(2), 47-78.
Hagel, J., & Armstrong, A. G. (1997). Net gain. Harvard Business School Press, Boston.
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059.
Hann, I.-H., Hui, K.-L., Lee, S.-Y. T., & Png, I. P. (2007). Overcoming online information privacy concerns: An information-processing theory approach. Journal of Management Information Systems, 24(2), 13-42.
Hawlitschek, F., Teubner, T., & Weinhardt, C. (2016). Trust in the sharing economy. Die Unternehmung, 70(1), 26-44.
Hogan, B. (2010). The presentation of self in the age of social media: Distinguishing performances and exhibitions online. Bulletin of Science, Technology & Society, 30(6), 377-386.
Hsu, M.-H., Chang, C.-M., & Chuang, L.-W. (2015). Understanding the determinants of online repeat purchase intention and moderating role of habit: The case of online group-buying in Taiwan. International Journal of Information Management, 35(1), 45-56.
Huang, E., & Liu, C.-C. (2010). A study on trust building and its derived value in C2C e-commerce. Journal of Global Business Management, 6(1), 1.
Huang, Q., Chen, X., Ou, C. X., Davison, R. M., & Hua, Z. (2017). Understanding buyers' loyalty to a C2C platform: the roles of social capital, satisfaction and perceived effectiveness of e‐commerce institutional mechanisms. Information Systems Journal, 27(1), 91-119.
Hui, K.-L., Teo, H. H., & Lee, S.-Y. T. (2007). The value of privacy assurance: An exploratory field experiment. MIS Quarterly, 31(1), 19-33.
Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. ACR Special Volumes.
Jones, M. G. (1991). Privacy: A significant marketing issue for the 1990s. Journal of Public Policy & Marketing, 10(1), 133-148.
Jøsang, A., Ismail, R., & Boyd, C. (2007). A survey of trust and reputation systems for online service provision. Decision support systems, 43(2), 618-644.
Keith, M. J., Thompson, S. C., Hale, J., Lowry, P. B., & Greer, C. (2013). Information disclosure on mobile devices: Re-examining privacy calculus with actual user behavior. International journal of human-computer studies, 71(12), 1163-1173.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision support systems, 44(2), 544-564.
Koopman, C., Mitchell, M. D., & Thierer, A. D. (2015). The sharing economy: Issues facing platforms, participants, and regulators.
Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125.
Lee, M.-C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic commerce research and applications, 8(3), 130-141.
Li, H., Sarathy, R., & Xu, H. (2010). Understanding situational online information disclosure as a privacy calculus. Journal of Computer Information Systems, 51(1), 62-71.
Li, X., Troutt, M. D., Brandyberry, A., & Wang, T. (2011). Decision factors for the adoption and continued use of online direct sales channels among SMEs. Journal of the Association for Information Systems, 12(1), 1.
Lin, C.-P., & Bhattacherjee, A. (2008). Elucidating individual intention to use interactive information technologies: The role of network externalities. International Journal of Electronic Commerce, 13(1), 85-108.
Lu, H.-P., & Lin, K.-Y. (2012). FACTORS INFLUENCING ONLINE AUCTION SELLERS'INTENTION TO PAY: AN EMPIRICAL STUDY INTEGRATING NETWORK EXTERNALITIES WITH PERCEIVED VALUE. Journal of electronic commerce research, 13(3), 238.
Luo, X., Li, H., Zhang, J., & Shim, J. P. (2010). Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services. Decision support systems, 49(2), 222-234.
Lutz, C., Hoffmann, C. P., Bucher, E., & Fieseler, C. (2017). The role of privacy concerns in the sharing economy. Information, Communication & Society, 1-21.
Ma, X., Hancock, J. T., Mingjie, K. L., & Naaman, M. (2017). Self-Disclosure and Perceived Trustworthiness of Airbnb Host Profiles. Paper presented at the CSCW.
Malhotra, A., & Van Alstyne, M. (2014). The dark side of the sharing economy… and how to lighten it. Communications of the ACM, 57(11), 24-27.
Martins, C., Oliveira, T., & Popovič, A. (2014). Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, 34(1), 1-13.
McCorkle, D. E. (1990). The role of perceived risk in mail order catalog shopping. Journal of Interactive Marketing, 4(4), 26-35.
Milne, G. R., & Boza, M.-E. (1999). Trust and concern in consumers’ perceptions of marketing information management practices. Journal of interactive Marketing, 13(1), 5-24.
Mitchell, J. V. (1992). Perception of risk and credibility at toxic sites. Risk Analysis, 12(1), 19-26.
Mitchell, V.-W. (1999). Consumer perceived risk: conceptualisations and models. European Journal of marketing, 33(1/2), 163-195.
Nenty, H. J. (2009). Writing a quantitative research thesis. International Journal of Educational Sciences, 1(1), 19-32.
Olivero, N., & Lunt, P. (2004). Privacy versus willingness to disclose in e-commerce exchanges: The effect of risk awareness on the relative role of trust and control. Journal of Economic Psychology, 25(2), 243-262.
Ollier-Malaterre, A., Rothbard, N. P., & Berg, J. M. (2013). When worlds collide in cyberspace: How boundary work in online social networks impacts professional relationships. Academy of Management Review, 38(4), 645-669.
Park, N. K., Mezias, J. M., & Song, J. (2004). A resource-based view of strategic alliances and firm value in the electronic marketplace. Journal of Management, 30(1), 7-27.
Patrakosol, B., & Lee, S. M. (2013). Information richness on service business websites. Service Business, 7(2), 329-346.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
Pavlou, P. A., Liang, H., & Xue, Y. (2007). Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective. MIS quarterly, 105-136.
Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of marketing research, 184-188.
Porter, M. E., Michael, & Gibbs, i. (2001). Strategy and the Internet.
Quinson, E. (2015). Collaborative consumption through new technologies.
Resnick, P., & Zeckhauser, R. (2002). Trust among strangers in Internet transactions: Empirical analysis of eBay's reputation system The Economics of the Internet and E-commerce (pp. 127-157): Emerald Group Publishing Limited.
Rochet, J. C., & Tirole, J. (2003). Platform competition in two‐sided markets. Journal of the european economic association, 1(4), 990-1029.
Rogers, E. M., & Shoemaker, F. (1983). Diffusion of innovation: A cross-cultural approach. New York.
Rust, R. T., Kannan, P., & Peng, N. (2002). The customer economics of Internet privacy. Journal of the Academy of Marketing Science, 30(4), 455-464.
Schor, J. (2016). DEBATING THE SHARING ECONOMY. Journal of Self-Governance & Management Economics, 4(3).
Selloni, D. (2017). CoDesign for Public-Interest Services: Springer.
Shang, S. S., Wu, Y.-L., & Li, E. Y. (2017). Field effects of social media platforms on information-sharing continuance: Do reach and richness matter? Information & Management, 54(2), 241-255.
Smith, H. J., Dinev, T., & Xu, H. (2011). Information privacy research: an interdisciplinary review. MIS quarterly, 35(4), 989-1016.
Stanley, M. (2017). Internet, Lodging, Leisure. Morgan Stanley research.
Stokes, K., Clarence, E., Anderson, L., & Rinne, A. (2014). Making sense of the UK collaborative economy: Nesta.
Sundararajan, A. (2016). The sharing economy: The end of employment and the rise of crowd-based capitalism: Mit Press.
Teubner, T., Saade, N., Kawlitschek, F., & Weinhardt, C. (2016). It’s only pixels, badges, and stars: On the economic value of reputation on Airbnb.
Tornatzky, L. G., & Klein, K. J. (1982). Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings. IEEE Transactions on engineering management(1), 28-45.
Tussyadiah, I. P. (2015). An exploratory study on drivers and deterrents of collaborative consumption in travel Information and Communication Technologies in Tourism 2015 (pp. 817-830): Springer.
Tussyadiah, I. P. (2016). Strategic self-presentation in the sharing economy: Implications for host branding Information and Communication Technologies in Tourism 2016 (pp. 695-708): Springer.
Tussyadiah, I. P., & Pesonen, J. (2016). Drivers and barriers of peer-to-peer accommodation stay–an exploratory study with American and Finnish travellers. Current Issues in Tourism, 1-18.
Ufford, S. (2015). The future of the sharing economy depends on trust. Forbes. Retrieved from: http://www. forbes. com/sites/theyec/2015/02/10/the-future-of-the-sharing-economydepends-on-trust.
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129-148.
Wang, P., & Petrison, L. A. (1993). Direct marketing activities and personal privacy. A consumer survey. Journal of Direct Marketing, 7(1), 7-19.
Warren, S. D., & Brandeis, L. D. (1890). The right to privacy. Harvard law review, 193-220.
Wosskow, D. (2014). Unlocking the sharing economy: An independent review: Department for Business, Innovation and Skills. United Kingdom.
Xiang, Z., Wang, D., O’Leary, J. T., & Fesenmaier, D. R. (2015). Adapting to the Internet:Trends in Travelers’ Use of the Web for Trip Planning. Journal of Travel Research, 54(4), 511-527. doi: 10.1177/0047287514522883
Xu, H., Teo, H.-H., Tan, B. C., & Agarwal, R. (2009). The role of push-pull technology in privacy calculus: the case of location-based services. Journal of Management Information Systems, 26(3), 135-174.
Yang, S., & Ahn, S. (2016). Impact of Motivation in the Sharing Economy and Perceived Security in Attitude and Loyalty toward Airbnb. Advanced Science and Technology Letters, 129, 180-184.
Zervas, G., Proserpio, D., & Byers, J. (2015). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry: Boston U. School of Management Research Paper No.
Zervas, G., Proserpio, D., & Byers, J. W. (2017). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research, 54(5), 687-705.
Zhao, L., Lu, Y., & Gupta, S. (2012). Disclosure intention of location-related information in location-based social network services. International Journal of Electronic Commerce, 16(4), 53-90.