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Consumer data vulnerability, peer privacy concerns and continued usage intention of sharing accommodation platforms: the moderating roles of perceived benefits

Tingting Liu (School of Economics and Business Administration, Chongqing University, Chongqing, China)
Wenqian Li (School of Business and Management, Shanghai International Studies University, Shanghai, China)
Xingping Jia (Business School, Hubei University, Wuhan, China)

Information Technology & People

ISSN: 0959-3845

Article publication date: 11 August 2022

Issue publication date: 8 September 2023

581

Abstract

Purpose

This study aims to explore the relationships between consumer data vulnerability, peer privacy concerns and consumers' continued usage intention of sharing accommodation platforms, as well as the moderating effects of the various benefits perceived by consumers.

Design/methodology/approach

Data were collected from 327 consumers of sharing accommodation platforms in China. Partial least squares (PLS)-structural equation modeling (SEM) was conducted to test the research hypotheses.

Findings

The results suggest that both consumer data vulnerability and peer privacy concerns have negative effects on consumer's continued usage intention of sharing accommodation platforms, which can be further mitigated by consumer perceived economic, social and emotional benefits. This study also finds that consumer data vulnerability has a positive effect on consumer's peer privacy concerns.

Practical implications

This study gives that managers of sharing accommodation platforms a better understanding of how consumers respond to their data vulnerability on sharing accommodation platforms. In addition, this study also highlights the measures that platforms may employ to mitigate the negative influence of consumer data vulnerability and consumers' peer privacy concerns, as well as the measures to reduce consumers' peer privacy concerns.

Originality/value

While previous studies mainly examined the driving forces of consumers' engagement in sharing accommodation, this study focuses on the impediment. With communication privacy management theory to explore the relationships between consumer data vulnerability, peer privacy concerns and continued usage intention of sharing accommodation platforms, as well as the moderating effects of consumers' perceived benefits, this study facilitates a more comprehensive understanding of consumers' engagement in sharing accommodation.

Keywords

Acknowledgements

This study was supported by the National Natural Science Foundation grants of P.R. China (71902056).

Citation

Liu, T., Li, W. and Jia, X. (2023), "Consumer data vulnerability, peer privacy concerns and continued usage intention of sharing accommodation platforms: the moderating roles of perceived benefits", Information Technology & People, Vol. 36 No. 6, pp. 2234-2258. https://doi.org/10.1108/ITP-05-2021-0365

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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