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A peer-to-peer (P2P) platform business model: the case of Airbnb
Service Business  (IF2.791),  Pub Date : 2019-02-22, DOI: 10.1007/s11628-019-00399-0
Kwang-Ho Lee, DongHee Kim

This study applies the resource exchange theory and social exchange theory perspectives in examining the structural relationships among value-creating components, trusting beliefs, and platform loyalty. An online survey (N = 320) was implemented to collect data from American respondents. Structural equation modeling analysis was conducted to test the proposed hypotheses. Results showed that the value-creating components of platform quality, compatibility, market opportunity, and fairness except for convenience had significant positive effects on trusting beliefs. Trusting beliefs positively influenced both switching resistance loyalty. Subsequently, switching resistance loyalty positively influenced loyalty to the platform. Theoretical and practical implications of the results are discussed.