Mitigating property quality uncertainty and property fit uncertainty in online peer-to-peer accommodation platforms: an uncertainty reduction theory perspective

Abstract

PurposeBuilding upon uncertainty reduction theory, this work aims to explore how four uncertainty reduction factors (i.e. online property review, online textual description, online visual description and online instant messenger) mitigate property quality uncertainty and property fit uncertainty, which further influence Airbnb use intention.Design/methodology/approachThis work tests the proposed research model using a structural equation modeling approach with 335 Airbnb users.FindingsThe findings reveal that the online property review, online textual description, online visual description and online instant messenger can efficiently mitigate property quality uncertainty and property fit uncertainty, which ultimately influence Airbnb use intention.Research limitations/implicationsThis study provides useful insights on mitigating property uncertainty in the peer-to-peer (P2P) accommodation platforms. Researchers are encouraged to investigate the boundary conditions that influence the effectiveness of uncertainty reduction strategies in alleviating property uncertainty.Practical implicationsP2P accommodation service providers are suggested to take actionable uncertainty reduction strategies to mitigate property uncertainty in online P2P accommodation platforms.Originality/valueFirst, this study advances research on P2P accommodation by identifying two key types of property uncertainty, namely, property quality uncertainty and property fit uncertainty. Second, this study extends research on P2P accommodation by proposing contextualized passive, active and interactive uncertainty reduction strategies in mitigating property uncertainty. Third, this study extends uncertainty reduction theory to the P2P accommodation context. Fourth, this study enriches uncertainty reduction theory by verifying the mediating effects of property quality uncertainty and property fit uncertainty.