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Vulnerability and perceived risks in the peer-to-peer sharing economy
Culiberg, Barbara ...
The peer-to-peer (P2P) sharing economy, as an attractive alternative to permanentownership, creates a triadic relationship among three groups of participants: serviceenablers, providers, and ...consumers. One of its main features is the expansion of theuser's role to the roles of consumer and provider, or "prosumer".However, in theirrole as prosumers, individuals may have an aversion to participating in the P2P sharing economy market due to their sense of powerlessness and lack of control, suggesting that their vulnerability needs to be considered. Despite their importance, prosumers have not received commensurate attention in the sharing economy literature. To address this gap, we examined prosumer vulnerability's impact on risk perceptions in the role of prosumer and illuminated these risks' impact on intentions toparticipate. The results from a U.S. survey indicate that vulnerability is a significantdriver of all risk types, for both consumers and providers. Furthermore, psychologicalrisk and security risk are found to significantly decrease intention to participate. Unexpectedly, social risk increases intention to participate among consumers andproviders, while privacy and health risks are insignificant.
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