Title

Share and Share Alike? Examining the Maturation of the Sharing Economy Through a Craft Beer Exchange

Document Type

Article

Publication Date

11-5-2019

Publication Title

Journal of Hospitality and Tourism Insights

Volume

2

Issue

4

First page number:

309

Last page number:

325

Abstract

Purpose: The growing trend for online peer-to-peer commerce has changed the way consumers purchase and exchange products and services across a wide variety of industries, including the craft beer industry. The lack of large scale distribution channels for local breweries has led to a growing market for social exchanges across the country. However, these barter systems remain more obscure compared to their mega counterparts in monetary exchange systems. The purpose of this paper is to evaluate how the set-up of online beer marketplaces impacts the perceptions of source attractiveness as moderated by the perceived risks to encourage exchange behaviors. Design/methodology/approach: Using an established beer exchange community, members appraised the impact of avatar profiles in their decision-making process based on user congruity, product congruity and risk perceptions. The research was conducted using a 2×2 between subjects mixed factorial design. Findings: Product attractiveness and risk perceptions influenced behavioral intentions while user attractiveness did not. This is counter to past research that emphasizes the importance of relationships in sharing economy contexts. Originality/value: This research shifts the discourse for sharing economy platforms from monetizing trust to prioritizing the product. While much of the emphasis had previously been on facilitating relationships between the supplier and customers on sharing economy websites, this may indicate that there needs to be a shift to prioritizing the product.

Keywords

Source attractiveness; Beer exchange; Risk perceptions; Peer-to-peer marketplace; Barter system; Product user congruity; Similarity; Gift economy

Disciplines

Business | Hospitality Administration and Management | Marketing

Language

English

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