Culture mindsets and intention to stay in foreign peer-to-peer accommodation: Exploring underlying mechanisms

Abstract

This study enriches the literature through revealing the mechanisms by which culture mindsets predict intention to stay in foreign peer-to-peer (P2P) accommodation. Drawn from two surveys with 508 Americans and 535 Mainland Chinese, respectively, the results show that endorsement of growth mindset in culture (GMC) predicted intention, but with different valence and through different mediators. Specifically, Americans who endorsed GMC had higher intention because of their positive attitude, strong subjective norm, and high perceived behavioral control. By contrast, Mainland Chinese who endorsed GMC had lower intention merely in view of their negative attitude. The discrepancies in the findings are discussed vis-a-vis the cultural values. This study contributes to the literature by exploring how culture mindsets shape behavioral intention, while revealing that the psychological mechanisms vary with cultures. P2P accommodation practitioners are recommended to adapt their marketing campaigns to different consumers’ culture mindsets.