ScholarWorks@숙명여자대학교

초록

In recent academic discussions, there coexist a positive view of sharing economy platforms as a sustainable economic system with the value of cooperation and a negative view of it as a platform capitalism. Given these conflicting academic views, consumer perceptions and willingness to use the services may vary depending on how consumers interpret the services of sharing economy platforms. The present research aimed to test psychological mechanisms of the framing effect of platform services on willingness to use the services and the moderating role of Protestant work ethic in this relationship. In Study 1, we found a serial mediation effect that when Airbnb, a representative P2P sharing economy platform, was framed as a service for benefit (vs. for profit), participants perceived less corporate greed, enhancing corporate reputation and willingness to use the service in turn. We also ruled out an alternative psychological mechanism. In Study 2, we also showed that the service framing effect was moderated by individual levels of Protestant work ethic (PWE). Specifically, people with high PWE indicated higher willingness to use Airbnb when the service was framed as one for benefit than one for profit. However, people with low PWE showed the opposite pattern, indicating higher willingness to use Airbnb when the service was framed as one for profit than one for benefit. This moderating role of PWE in the service framing effect was sustained even when the effects of demographic characteristics as well as perceptions and experiences related Airbnb were controlled for. Based on findings, we discussed theoretical and practical implications and proposed the directions for future research.

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