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A Relational‐Models View to Explain Peer‐to‐Peer Sharing
Author(s) -
Stofberg Nicole,
Bridoux Flore,
Ciulli Francesca,
Pisani Niccolò,
Kolk Ans,
Vock Marlene
Publication year - 2021
Publication title -
journal of management studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.398
H-Index - 184
eISSN - 1467-6486
pISSN - 0022-2380
DOI - 10.1111/joms.12523
Subject(s) - prosocial behavior , matching (statistics) , sharing economy , social psychology , perception , psychology , microeconomics , computer science , economics , world wide web , mathematics , statistics , neuroscience
Abstract The growth of peer‐to‐peer sharing is crucially dependent on continued participation of current platform members and on them behaving prosocially towards other participants who are usually strangers. We propose a relational‐models view that revolves around the idea that how members perceive the relationships among participants on a sharing platform significantly affects these behavioural outcomes. We test this idea with a survey where we capture participants’ perceptions of sharing relationships using Fiske’s (1991) relational models ‒ communal sharing, market pricing, and equality matching. We show that communal sharing and equality matching foster prosocial behaviour (which we label sharing citizenship behaviour) and the willingness to continue participating, whereas market pricing does not have the negative effects we expected. Our work advances relational models theory in addition to contributing to the literature on the sharing economy.