How Guests Develop Trust in Hosts: An Investigation of Trust Formation in P2P Accommodation

摘要

As peer-to-peer (P2P) accommodation service often involves multistage interactions between hosts and guests in online and offline settings, trust between the parties involved is of the utmost importance. In particular, the possibility of interacting offline in P2P service delivery highlights the significance of interpersonal trust between hosts and guests. Accordingly, this study examines the formation of trusting beliefs in hosts, comprising prospective guests’ perception of the ability, benevolence, and integrity of the hosts. This study estimated the effects of two antecedents—propensity to trust and trust in P2P platform—on trusting beliefs, as well as the consequence of trusting beliefs, that is, behavioral intention to book from the host. Important implications for trust formation in a P2P accommodation marketplace are provided.