Exploring consumers' continuance intention to use peer-to-peer accommodation service: The role of psychological ownership

Abstract

The flowering of the sharing economy has spawned a new sharing culture. Peer-to-peer accommodation service (PPAS), a concept of "sharing accommodation" has emerged. As a new accommodation service model, retaining existing consumers is particularly important for PPAS. This study regards psychological ownership as a potential psychological mechanism to explain consumers' continuance intention toward PPAS and identifies four consumption value perceptions associated with psychological ownership. Our model was tested using data collected from 437 individuals who had PPAS experience. The results showed that three consumer values (i.e., novelty-seeking, home benefits and social interaction) exerted significant effects on psychological ownership, and psychological ownership can influence consumers' continuance intention only through the mediating effect of affective commitment. This paper concludes with implications for theory and practice, as well as some suggestions for future research.