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: Newlands, Gemma, Lutz, Christoph, Fieseler, Christian
Médium: Journal Article
Jazyk:angličtina
Vydáno: Bradford Emerald Publishing Limited 07.10.2019
Emerald Group Publishing Limited
Témata:
Academic Language
Annoyance
Behavior Standards
Coercion
Conditioning
Consumer behavior
Consumer Economics
Consumers
Emotional labor
Emotions
Feedback
Focus Groups
Frustration
Function
Hotels & motels
Labor
Literacy
Literature Reviews
Methods Research
Noise
Norms
Rating Scales
Ratings & rankings
Regression analysis
Reputation
Reputations
Research design
Research methodology
Sharing economy
Social Behavior
Social interaction
Social norms
Studies
Transactions
Uber
Airbnb
Consumer behaviour
E-Commerce
Sharing economy
Ratings
ISSN:1066-2243, 2054-5657
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Shrnutí: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.
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ISSN:1066-2243
2054-5657
DOI:10.1108/INTR-03-2018-0134