Peer-to-peer accommodation risk perceptions and risk-reduction strategies: A cross-cultural perspective

Abstract

This paper compares consumers from China and the US in terms of their risk perceptions of peer-to-peer (P2P) accommodation and their risk-reduction strategies. Data were collected from 125 interviews with consumers in China and the US. Thematic analysis was employed to identify themes. This study found that the American interviewees were more concerned about privacy and legal and liability risks than their Chinese counterparts, while the latter were more concerned about social risks, equipment risks, and performance/satisfaction risks. The risk-reduction strategies of American interviewees focused more on protecting personal wealth and avoiding legal liability issues, whereas Chinese interviewees opted for properties with higher prices to avoid unforeseen risks. This study contributes to the sharing economy literature and provides practical implications to governments, P2P accommodation marketers, hosts, and users.