Impact of perceived corporate social responsibility on peer-to-peer accommodation consumers’ repurchase intention and switching intention

ABSTRACT The development of peer-to-peer (P2P) accommodation market has seen multiple platforms providing booking services to consumers. As such consumers’ switching intention is equally important as repurchase intention to platform operators. This study applies cue utilization theory to study the effects of perceived corporate social responsibility (CSR) on P2P accommodation consumers’ repurchase intention and switching intention through trust and privacy risk. The study results show that the three dimensions (i.e. environmental, economic, and ethical) of perceived CSR have positive effects on trust, which increases repurchase intention but reduces switching intention; the environmental dimension of perceived CSR has a negative effect on privacy risk, which reduces repurchase intention but increases switching intention. Trust and privacy risk both mediate the effects of perceived CSR on repurchase/switching intention, but the indirect effects through trust are larger. The study demonstrates the utility of CSR in P2P accommodation platforms’ marketing and customer relationship management strategies. 点对点 (P2P) 住宿市场的发展已经看到多个平台为消费者提供预订服务. 因此者对于平台经营者而言, 消费者的转换意愿与复购意愿同等重要. 本研究运用线索利用理论, 通过信任和隐私风险, 研究感知企业社会责任 (CSR) 对P2P住宿消费者的回购意愿和转换意愿的影响. 研究结果表明, 感知CSR的三个维度 (即环境、经济和伦理) 对信任有正向影响, 增加了回购意愿但降低了转换意愿; 感知CSR的环境维度对隐私风险有负面影响, 降低了回购意愿, 但增加了转换意愿. 信任和隐私风险都调解感知 CSR 对回购/转换意图的影响, 但通过信任产生的间接影响更大. 该研究证明了企业社会责任在 P2P 住宿平台的营销和客户关系管理策略中的效用.