Let Me Engage You: Peer engagement behaviour on peer-to-peer platforms

Abstract

This study addresses a crucial gap in current research by introducing the first-ever measurement scale for assessing peer engagement behaviour in peer-to-peer platforms. By scrutinizing its drivers and outcomes, the research aims to decode the complex ecosystem of peer interactions. Leveraging rich data drawn from 15 managerial interviews, four focus groups of platform users, and a robust survey involving 672 peer consumers, the study unveils a compelling link: the quality of relationships directly amplifies peer engagement, which subsequently fuels value co-creation within these platforms. This pivotal revelation not only offers fresh theoretical contributions but also opens the door to transformative practical implications, setting the stage for future research.