Value Co-Creation In A Sharing Economy: The End Of Price Wars?

Keywords

Airbnb; Sharing economy; Value co-creation; Willingness to pay a premium price

Abstract

The growing phenomenon of the sharing economy facilitates collaborative production and consumption, which highlights the concept of value co-creation. The current study aims to investigate the role of value co-creation in a sharing economy with an examination of consumers’ willingness to pay a premium price. Three types of functional, social, and emotional co-created values were explored through an online survey that focused on the pre-consumption, mid-consumption, and post-consumption stages. Four hundred and ninety-nine valid surveys were collected. The results showed that activities that involve functional and social values in the pre-consumption stage are stimulators of paying a premium price. In the mid-consumption stage, emotional value is also important for customers. However, in the post-consumption stage, only social-value-based activities are associated with willingness to pay a premium price.

Publication Date

4-1-2018

Publication Title

International Journal of Hospitality Management

Volume

71

Number of Pages

51-58

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1016/j.ijhm.2017.11.010

Socpus ID

85036621947 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85036621947

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