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EnglishDrawing on the services marketing and sharing economy literature, the study identifies the leading reputational attributes that boost popularity in sharing economy platforms. As popularity stands as a purchase decision-making tool, the purpose of this paper is to jointly examine the influence of personal reputation and product description. A sample of Airbnb listings was collected in November 2016 in Italy and UK (n = 502). The database consists of popularity variables along with personal reputational attributes and the description of the product being offered. The findings of the study, based on the Shapley Value Regression, suggest that personal reputation is of paramount importance, explaining alone almost 40% of popularity variation. The paper concludes with theoretical implications on self-branding and, given the importance weights of the different attributes in popularity building, practical implications for sellers operating in sharing economy platforms.
Humanize your business. The role of personal reputation in the sharing economy, 2018.
| Autori: | Mauri, Aurelio G.; Minazzi, Roberta; Nieto-García, Marta; Viglia, Giampaolo |
| Data di pubblicazione: | 2018 |
| Titolo: | Humanize your business. The role of personal reputation in the sharing economy |
| Rivista: | |
| Volume: | 73 |
| Pagina iniziale: | 36 |
| Pagina finale: | 43 |
| Numero di pagine: | 8 |
| Revisione (peer review): | esperti anonimi |
| IF: | con ISI Impact Factor |
| Rilevanza: | internazionale |
| Lingua: | English |
| Digital Object Identifier (DOI): | http://dx.doi.org/10.1016/j.ijhm.2018.01.017 |
| Settore Scientifico Disciplinare: | Settore SECS-P/08 - Economia e Gestione delle Imprese |
| Keywords: | Sharing economy; Airbnb; Personal reputation; Decision-making; Popularity |
| Abstract: | Drawing on the services marketing and sharing economy literature, the study identifies the leading reputational attributes that boost popularity in sharing economy platforms. As popularity stands as a purchase decision-making tool, the purpose of this paper is to jointly examine the influence of personal reputation and product description. A sample of Airbnb listings was collected in November 2016 in Italy and UK (n = 502). The database consists of popularity variables along with personal reputational attributes and the description of the product being offered. The findings of the study, based on the Shapley Value Regression, suggest that personal reputation is of paramount importance, explaining alone almost 40% of popularity variation. The paper concludes with theoretical implications on self-branding and, given the importance weights of the different attributes in popularity building, practical implications for sellers operating in sharing economy platforms. |
| Numero degli autori: | 4 |
| Supporto: | Online |
| Appare nelle tipologie: | 1.01 Articolo in rivista |
File in questo prodotto:
| File | Descrizione | Tipologia | Licenza | |
|---|---|---|---|---|
| Mauri-Minazzi-GarciaN.-VigliaAIRBNB2018-IJHM.pdf | N/A | Administrator |
http://hdl.handle.net/10808/23943
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