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Understanding the determinants of service providers’ contribution behaviors on peer-to-peer sharing accommodation

ABSTRACT Peer-to-peer sharing accommodation commerce has witnessed unprecedented rapid development in recent years, which relies much on the contribution of service providers who largely control the servicescapes by providing both housing assets and relevant services. Differentiating from customers’ perspective in most previous studies, we focus on the behaviour intentions and explore the influence mechanism from the perspective of service providers. Based on the socio-technical systems theory, the results show that the technical enabler (perceived usefulness) and social enablers (perceived control, perceived familiarity, and self-investment) positively affect service providers’ attitude towards platform use and further influence their behaviour intentions (namely, online interacting intention and willingness to charge a lower price). Besides, the existence of offline interaction between service providers and customers counter-intuitively weakens the positive effect of service providers’ attitude toward platform use on their behavioural intentions. The research is of particular interest to the industry platform managers by showing why they need to concern about providers’ performance and how they can boost providers’ better usage.