The sharing economy in the hospitality sector: The role of social interaction, social presence, and reciprocity in eliciting satisfaction and continuance behavior

The sharing economy is still transforming the hospitality industry at an exponential speed. The idea of acquiring goods and services through a collaborative approach is becoming a significant part of the world’s overall economy. Many use platforms and social media channels to make purchase decisions while communicating with others. This study, therefore, investigates the socialization factors and values of the sharing economy as driving forces of the rapid growth of the hospitality businesses related to sharing economy. The study also assesses their influence on satisfaction and continuance behavior and explores the role of reciprocity and perceived risk by applying the value-based adoption theory. Using mixed methods, the present research identifies the crucial attributes and validates the proposed theoretical framework. Our findings provide valuable insights for hospitality businesses participating in the sharing economy.