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Mitigating property quality uncertainty and property fit uncertainty in online peer-to-peer accommodation platforms: an uncertainty reduction theory perspective

Ruihe Yan (School of Humanity and Law, Hefei University of Technology, Hefei, China)
Xiang Gong (School of Management, Xi’an Jiaotong University, Xi’an, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 19 September 2022

Issue publication date: 2 January 2023

177

Abstract

Purpose

Building upon uncertainty reduction theory, this work aims to explore how four uncertainty reduction factors (i.e. online property review, online textual description, online visual description and online instant messenger) mitigate property quality uncertainty and property fit uncertainty, which further influence Airbnb use intention.

Design/methodology/approach

This work tests the proposed research model using a structural equation modeling approach with 335 Airbnb users.

Findings

The findings reveal that the online property review, online textual description, online visual description and online instant messenger can efficiently mitigate property quality uncertainty and property fit uncertainty, which ultimately influence Airbnb use intention.

Research limitations/implications

This study provides useful insights on mitigating property uncertainty in the peer-to-peer (P2P) accommodation platforms. Researchers are encouraged to investigate the boundary conditions that influence the effectiveness of uncertainty reduction strategies in alleviating property uncertainty.

Practical implications

P2P accommodation service providers are suggested to take actionable uncertainty reduction strategies to mitigate property uncertainty in online P2P accommodation platforms.

Originality/value

First, this study advances research on P2P accommodation by identifying two key types of property uncertainty, namely, property quality uncertainty and property fit uncertainty. Second, this study extends research on P2P accommodation by proposing contextualized passive, active and interactive uncertainty reduction strategies in mitigating property uncertainty. Third, this study extends uncertainty reduction theory to the P2P accommodation context. Fourth, this study enriches uncertainty reduction theory by verifying the mediating effects of property quality uncertainty and property fit uncertainty.

Keywords

Acknowledgements

The work described in this study was supported by grants from the Anhui Philosophy and Social Science Planning Project of China [Project Nos. AHSKQ2021D30].

Citation

Yan, R. and Gong, X. (2023), "Mitigating property quality uncertainty and property fit uncertainty in online peer-to-peer accommodation platforms: an uncertainty reduction theory perspective", International Journal of Contemporary Hospitality Management, Vol. 35 No. 1, pp. 302-320. https://doi.org/10.1108/IJCHM-11-2021-1407

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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