Do efforts to address safety pay off? Evidence from the sharing economy in the post–pandemic world

Abstract

Purpose Applying the value creation of corporate social responsibility (CSR), this study aims to investigate the direct effect of preventive measures in the postpandemic world on Airbnb consumers’ attitudes toward the host, which may further impact their behavioral intentions. It also examined the mediating role of perceived risk and perceived motives, as well as the moderating role of message strategies and risk tolerance in this process. Design/methodology/approach A 2 (preventive measures: basic versus enhanced) × 2 (message strategies: promotional social cause message [PSC] versus partake-in-our-cause message [PIOC]) between-subjects factorial design was conducted with a sample of 476 US Airbnb consumers through an online survey. PROCESS macro was used for hypothesis testing. Findings Results demonstrated that enhanced preventive measures had more positive impact on Airbnb consumers’ attitudes toward the host, which was positively related to positive word of mouth and booking intention. Perceived risk and perceived motives mediated the relationship between preventive measures and attitude toward Airbnb hosts. Positive relationships between attitude toward the host and behavioral intentions were strengthened when PIOC was used than PSC. The negative relationship between preventive measures and perceived risk was enhanced when PIOC was used than PSC. Risk tolerance did not interact with messages strategy to impact the relationship between preventive measures and perceived risk. Originality/value The study uncovered the mechanisms by which consumers form their responses toward different safety information of Airbnb accommodations postpandemic and the role of message strategies in the process. It provided implications for the Airbnb platform and hosts in the postpandemic period.