The conditioning function of rating mechanisms for consumers in the sharing economy
Purpose The purpose of this paper is to explore how rating mechanisms encourage emotional labor norms among sharing economy consumers. Design/methodology/approach This study follows a mixed-methods research design. Survey data from 207 consumers were used to quantify the impact of three distinct rat...
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| Vydáno v: | Internet research Ročník 29; číslo 5; s. 1090 - 1108 |
|---|---|
| Hlavní autoři: | , , |
| Médium: | Journal Article |
| Jazyk: | angličtina |
| Vydáno: |
Bradford
Emerald Publishing Limited
07.10.2019
Emerald Group Publishing Limited |
| Témata: | |
| ISSN: | 1066-2243, 2054-5657 |
| On-line přístup: | Získat plný text |
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| Abstract | Purpose
The purpose of this paper is to explore how rating mechanisms encourage emotional labor norms among sharing economy consumers.
Design/methodology/approach
This study follows a mixed-methods research design. Survey data from 207 consumers were used to quantify the impact of three distinct rating dimensions on a consumer behavioral outcome (emotional labor). In the second step, 18 focus groups with 94 participants were used to investigate the conditioning functions of ratings in more depth.
Findings
Rating mechanisms condition consumers toward performing socially desirable behaviors during sharing transactions. While consumers accept the necessity of bilateral rating mechanisms, they also recognize their coercive nature. Furthermore, the presence of bilateral rating mechanisms leads to negative outcomes such as annoyance and frustration.
Originality/value
This study contributes to sharing economy literature by examining bilateral rating mechanisms as a means of behavioral conditioning for consumers. This study points to improvements in platform design and informs theory on tripartite markets as well as trust. |
|---|---|
| AbstractList | Purpose
The purpose of this paper is to explore how rating mechanisms encourage emotional labor norms among sharing economy consumers.
Design/methodology/approach
This study follows a mixed-methods research design. Survey data from 207 consumers were used to quantify the impact of three distinct rating dimensions on a consumer behavioral outcome (emotional labor). In the second step, 18 focus groups with 94 participants were used to investigate the conditioning functions of ratings in more depth.
Findings
Rating mechanisms condition consumers toward performing socially desirable behaviors during sharing transactions. While consumers accept the necessity of bilateral rating mechanisms, they also recognize their coercive nature. Furthermore, the presence of bilateral rating mechanisms leads to negative outcomes such as annoyance and frustration.
Originality/value
This study contributes to sharing economy literature by examining bilateral rating mechanisms as a means of behavioral conditioning for consumers. This study points to improvements in platform design and informs theory on tripartite markets as well as trust. PurposeThe purpose of this paper is to explore how rating mechanisms encourage emotional labor norms among sharing economy consumers.Design/methodology/approachThis study follows a mixed-methods research design. Survey data from 207 consumers were used to quantify the impact of three distinct rating dimensions on a consumer behavioral outcome (emotional labor). In the second step, 18 focus groups with 94 participants were used to investigate the conditioning functions of ratings in more depth.FindingsRating mechanisms condition consumers toward performing socially desirable behaviors during sharing transactions. While consumers accept the necessity of bilateral rating mechanisms, they also recognize their coercive nature. Furthermore, the presence of bilateral rating mechanisms leads to negative outcomes such as annoyance and frustration.Originality/valueThis study contributes to sharing economy literature by examining bilateral rating mechanisms as a means of behavioral conditioning for consumers. This study points to improvements in platform design and informs theory on tripartite markets as well as trust. |
| Author | Lutz, Christoph Newlands, Gemma Fieseler, Christian |
| Author_xml | – sequence: 1 givenname: Gemma surname: Newlands fullname: Newlands, Gemma email: gemma.e.newlands@bi.no – sequence: 2 givenname: Christoph orcidid: 0000-0003-4389-6006 surname: Lutz fullname: Lutz, Christoph email: christoph.lutz@bi.no – sequence: 3 givenname: Christian surname: Fieseler fullname: Fieseler, Christian email: christian.fieseler@bi.no |
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| Keywords | Uber Airbnb Consumer behaviour E-Commerce Sharing economy Ratings |
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| Title | The conditioning function of rating mechanisms for consumers in the sharing economy |
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