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    How privacy practices affect customer commitment in the sharing economy: A study of Airbnb through an institutional perspective

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    Publication date
    2022-11
    Author
    Chen, S.
    Tamilmani, Kuttimani
    Tran, K.T.
    Waseem, Donia
    Weerakkody, Visanth J.P.
    Keyword
    Sharing economy
    Institutions
    Legitimacy judgement
    Privacy
    Business-to-business marketing
    Rights
    © 2022 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
    Peer-Reviewed
    Yes
    Open Access status
    openAccess
    
    Metadata
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    Abstract
    Privacy is an emerging issue for home-sharing platforms such as Airbnb. Home-sharing providers (business customers) are subject to both digital privacy risks (e.g., data breaches and unauthorized data access) and physical privacy risks (e.g., property damage and invasion of their personal space). Therefore, platforms need to strengthen their institutions of privacy management to protect the interests of providers and maintain their commitment. By applying the micro-level psychological aspect of institutional theory, our research investigates how providers decide their level of commitment to a platform by evaluating the institutions of the platform’s privacy management. Our survey recruited 380 Airbnb providers from the Prolific panel. Structural equation modeling analysis shows that both physical and digital privacy practices strengthen providers’ legitimacy judgment of the platform’s privacy management and subsequently increase their commitment to the platform. Our theoretical contribution lies in revealing the effects of physical and digital privacy practices on B2B relationships from an institutional perspective. Our research is among the first to provide an integrative framework illustrating providers’ psychological process of legitimacy judgement. It also has practical implications for sharing economy platforms to manage privacy.
    URI
    http://hdl.handle.net/10454/19224
    Version
    Published version
    Citation
    Chen S, Tamilmani K, Tran KT et al (2022) How privacy practices affect customer commitment in the sharing economy: A study of Airbnb through an institutional perspective. Industrial Marketing Management. 107: 161-175.
    Link to publisher’s version
    https://doi.org/10.1016/j.indmarman.2022.08.020
    Type
    Article
    Collections
    Management and Law Publications

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