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The Conditioning Function of Rating Mechanisms for Consumers in the Sharing Economy

Newlands, Gemma Elisabeth Marjorie; Lutz, Christoph; Fieseler, Christian
Journal article, Peer reviewed
Accepted version
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URI
http://hdl.handle.net/11250/2602833
Date
2019
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  • Publikasjoner fra CRIStin - BI [630]
  • Scientific articles [1334]
Original version
Internet Research. 2019,   10.1108/INTR-03-2018-0134
Abstract
Purpose

The purpose of this paper is to explore how rating mechanisms encourage emotional labor norms among sharing economy consumers.

Design/methodology/approach

This study follows a mixed-methods research design. Survey data from 207 consumers were used to quantify the impact of three distinct rating dimensions on a consumer behavioral outcome (emotional labor). In the second step, 18 focus groups with 94 participants were used to investigate the conditioning functions of ratings in more depth.

Findings

Rating mechanisms condition consumers toward performing socially desirable behaviors during sharing transactions. While consumers accept the necessity of bilateral rating mechanisms, they also recognize their coercive nature. Furthermore, the presence of bilateral rating mechanisms leads to negative outcomes such as annoyance and frustration.

Originality/value

This study contributes to sharing economy literature by examining bilateral rating mechanisms as a means of behavioral conditioning for consumers. This study points to improvements in platform design and informs theory on tripartite markets as well as trust.
Publisher
Sage
Journal
Internet Research
Copyright
Copyright policy of Emerald Publishing Group, the publisher of this journal: As soon as we've published an article, the version of the article that has been accepted for publication, the Author Accepted Manuscript (AAM) can be used for a variety of non-commercial scholarly purposes, subject to full attribution. An author may deposit and use their AAM (aka post-print)

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