When users decide to bypass collaborative consumption platforms: The interplay of economic benefit,perceived risk,and perceived enjoyment |
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| Affiliation: | 1. Aix Marseille Univ, CERGAM, FEG, Aix-en-Provence, France;2. Aix Marseille Univ, CERGAM, IAE Aix, Aix-en-Provence, France;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;2. School of Hospitality and Tourism Management, University of Surrey, Guildford, UK, GU2 7XH;1. Copenhagen Business School, Department of Marketing, Solbjerg Plads 3, 2000, Frederiksberg, Denmark;2. JCU Singapore Business School, James Cook University, 149 Sims Drive, Singapore, 387380, Singapore;3. Department of Hospitality and Tourism Management, Isenberg School of Management, University of Massachusetts, Amherst, 121 Presidents Dr, Amherst, MA, 01003, USA;4. School of Travel Industry Management, Shidler College of Business, University of Hawaii at Mānoa, 2560 Campus Road, Honolulu, HI, 96822, USA;1. School of Tourism and Urban-rural Planning, Zhejiang Gongshang University, Hangzhou, 310018, China;2. School of Management and Marketing, Curtin Business School, Curtin University, WA, 6102, Australia;3. School of Management, Xiamen University, Xiamen, 361005, China;4. Shanghai Development Institute, Shanghai University of Finance and Economics, Shanghai, 200433, China;1. Department of Marketing, Auckland University of Technology, 120 Mayoral Drive, Auckland, 1010, New Zealand;2. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;3. Department of Marketing and Management, College of Business, University of Central Arkansas, COB 312O, Conway, AR, 72035, USA;4. Department of Information Systems and Operations Management, University of Auckland, 12 Grafton Rd, Auckland, 1010, New Zealand;5. Smart Tourism Education Platform (STEP), Kyung Hee University, Kyung Hee Dearo 26, Seoul, Republic of Korea;1. Smart Tourism Education Platform, College of Hotel and Tourism Management, Kyung Hee University, Seoul, Republic of Korea;2. Department of Urban Planning and Design, The University of Hong Kong, Hong Kong, China;3. Department of Land Surveying and Geo-Informatics, The Hong Kong Polytechnic University, Hong Kong, China;4. Department of Civil and Environmental Engineering, The Hong Kong University of Science and Technology, Hong Kong, China;5. Institute of Remote Sensing and Geographical Information Systems, School of Earth and Space Sciences, Peking University, Beijing, China;6. Department of Civil, Environmental and Geomatic Engineering, ETH Zurich, Switzerland;1. Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), Tourism and Development Research Group, Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, 3810-193 Aveiro/Portugal;2. Mardin Artuklu University, Faculty of Tourism, 47080 Artuklu, Mardin, Turkey;3. Zangador Research Institute, 9010 Varna, Bulgaria;4. Varna University of Management,13A Oborishte Str., 9000 Varna, Bulgaria |
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| Abstract: | Bypass, which consists of intentionally circumventing a collaborative platform in the final transaction phase, represents a threat for commission-based platforms. This paper examines collaborative consumers' motivations to bypass and proposes a conceptual model explaining bypass intention. Multigroup analysis of 549 UK respondents (310 accommodation-rental users; 239 ride-sharing users) using PLS-SEM shows that perceived enjoyment and perceived risk are strong predictors of bypass intention. Our findings also confirm the significant impact of economic benefit influencing bypass decisions, both directly and indirectly, by reducing perceived risk and increasing perceived enjoyment. This study extends the literature on collaborative consumers’ bypass motivations, identifying an interplay of utilitarian motive (economic benefit), hedonic motive (perceived enjoyment), and perceived risk. It also contributes to the field of misbehaviors in hospitality and tourism, by showing empirically the link between pleasure and deviance. Finally, it helps platforms to determine the types of exchange that are more prone to bypass. |
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| Keywords: | Collaborative consumption Disintermediation Economic benefit Perceived enjoyment Perceived risk Platform bypass Sharing economy |
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