Online P2P accommodation-sharing has been a rising sub-market of sharing economy in recent years. However, the trust issues still exist because of information asymmetry and economic risks. Based on signaling theory, we argue that the traveler-host demographic similarity and host review volume both foster traveler’s trust-building. By an empirical study, we found that the traveler-host age similarity and education similarity have a significant positive effect on listing sales. Furthermore, it is found that the host’s review volume moderate the relationship of age and education similarity of traveler-host on listing sales. The findings take the initiative to verify the effect of traveler-host demographic similarity in sharing economy, which contributes to the accommodation-sharing literature theoretically and provides practical guidelines for developing trust.
Wu, Jiang and Jin, Mengmeng, "Signaling Peer Trust in Accommodation-sharing Services: Effects of Similarity and Reviews on Listing Sales" (2018). WHICEB 2018 Proceedings. 6.