What is Yours is “Mine”! A Model to Examine Consumers’ Value Co-Creation in Accommodation Sharing

In this study, we conceptualize a research model in the context of accommodation sharing platforms to examine the antecedents of consumers (guests) value co-creation behaviours using the theoretical lens of psychological ownership (PO). We theorize that the mechanisms of perceived control, intimate knowledge and social interactions moderated by platform mediated communications can induce the development of PO towards target accommodations. We conceptualize the outcome of PO as positive value co-creation behaviours (feedback, advocacy, helping and tolerance) that can be valuable for sustaining participation in accommodation sharing. We plan to collect data from Airbnb users and use SEM to test our research model. Theoretically, our research has the potential to contribute to the emerging phenomenon of sharing economy and value co-creation enabled by online platforms. Also, practitioners can use the conceptual framework to leverage value co-creation behaviours for sustaining participation in accommodation sharing.