Enhancing value co-creation behaviour in digital peer-to-peer platforms: An integrated approach

Abstract

The rising number of digital peer-to peer (P2P) platforms, e.g. Airbnb and HomeAway, has shaken up the hospitality industry by creating a specific context that leverages peer value co-creation behaviour (VCCB), but which, despite growing interest, remains under-explored. The purpose of this study is to further the understanding of peer VCCB in P2P digital platforms by investigating their antecedents and outcomes. Data are drawn from 24 interviews with managers, four focus groups with users of P2P platforms, and a survey using a sample of 712 peers. The main findings show that peers’ identification, resource-sharing and experience are predictors of their VCCB, which, in turn, influences their motivation, relationships, loyalty and active participation in the platform. The study’s implications propose guidelines to managers of P2P platforms on how to enhance peers’ perceived quality, identification, resource-sharing and experience to increase their VCCB and active participation. • Peer resources integration significantly and fully influences VCCB in peer-to-peer platforms. • Perceived system/information/service quality significantly influences peer identification and peer experience but not peer voluntary use of resources. • Peer value co-creation behaviour in P2P platforms significantly influences peer satisfaction, motivation and peer relationship strength. • Peers’ motivation in a P2P platform has a significant influence on their loyalty, which, in turn, has a significant influence on their participation in the platform. • Contributes to the hospitality theory, developing a service-dominant logic approach by providing a deeper understanding of peer value co-creation behaviour.