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The Driving Path of Customer Sustainable Consumption Behaviors in the Context of the Sharing Economy—Based on the Interaction Effect of Customer Signal, Service Provider Signal, and Platform Signal

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  • Juying Wang

    (Department of Marketing, Managent College, Ocean University of China, 238 Songling Road, Laoshan District, Qingdao 266100, China)

  • Xiaoqing Yu

    (Department of Marketing, Managent College, Ocean University of China, 238 Songling Road, Laoshan District, Qingdao 266100, China)

Abstract

The sharing economy, based on collaboration, sharing, and innovation, has brought about a disruptive revolution in the transformation of the economy and provided a new operating mechanism for promoting sustainable consumption. Therefore, exploring which signals in the sharing economy can effectively stimulate customer consumption behaviors is of great significance. The research uses the signal-interpretation-response (I-I-R) model to build a research framework for customer sustainable consumption behaviors in the context of the sharing economy. With the help of web crawler technology, we captured customer online review data on Airbnb, the sharing accommodation platform, to study the driving path to interpret how multiple signals from different sources influence sustainable consumption behaviors. Regression research shows that the scores in the customer signal, the sustainable services provided in the service provider signal, the super-host certification in the platform signal, and the interactive effects of the three signals have a significant positive impact on customer sustainable consumption behaviors. Consequently, the increase of customer sustainable consumption behaviors improves sales performance. Furthermore, the fuzzy-set qualitative comparative analysis (fsQCA) found five configurations for customer sustainable consumption behaviors based on different property types. The research results provide a reference for strengthening customer sustainable consumption behaviors and improving the service quality of platforms and service providers.

Suggested Citation

  • Juying Wang & Xiaoqing Yu, 2021. "The Driving Path of Customer Sustainable Consumption Behaviors in the Context of the Sharing Economy—Based on the Interaction Effect of Customer Signal, Service Provider Signal, and Platform Signal," Sustainability, MDPI, vol. 13(7), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:7:p:3826-:d:527252
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    2. Chunfang Zhao & Yingliang Wu & Yunfeng Chen & Guohua Chen, 2023. "Multiscale Effects of Hedonic Attributes on Airbnb Listing Prices Based on MGWR: A Case Study of Beijing, China," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    3. Grzegorz Maciejewski & Mirosława Malinowska & Barbara Kucharska & Michał Kucia & Beata Kolny, 2021. "Sustainable Development as a Factor Differentiating Consumer Behavior: The Case of Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 934-948.
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    5. Bhattacharyya, Jishnu & Balaji, M.S. & Jiang, Yangyang, 2023. "Causal complexity of sustainable consumption: Unveiling the equifinal causes of purchase intentions of plant-based meat alternatives," Journal of Business Research, Elsevier, vol. 156(C).

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