Managing Sustainable Sharing Economy Platforms: A Stimulus–Organism–Response Based Structural Equation Modelling on an Emerging Market

Dan‐Cristian Dabija · Luiela Magdalena Csorba · Florin-Lucian Isac · Sergiu Rusu

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Sharing Economy and Platforms Diverse Aspects of Tourism Research Digital Marketing and Social Media

Abstract

Due to the rising appeal of travel, as well as the appearance of low-cost carriers that fly to both popular and exotic destinations, people nowadays tend to book their accommodation through the more convenient and flexible sharing economy platforms. The success of such platforms among consumers depends on various factors, such as satisfaction and platform credibility, and on sustainable performance among contributors, increasing their relevance and visibility. This research proposes a conceptual model for measuring the success of sharing economy platforms in tourism, based on added value, unique experience, and enhanced social interactions, together with credibility and sustainable performance. In this vein, the authors conduct an empirical investigation in an emerging market—Romania—where the development of such sharing economy platforms is still in its infancy. Data gathered by the authors by means of a self-developed questionnaire distributed to 500 respondents are modelled via structural equations with SmartPLS. The results indicate that the platform credibility and sustainable performance of sharing economy platforms are key elements in generating their success. The research adds value to the stimulus–organism–response approach, highlighting some insights from a relevant emerging market, which in the future could become a turning point for inbound and outbound tourism.

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References

2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 1998Modern Methods for Business Research 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 2015The sharing economy: Why people participate in collaborative consumption 2007Electronic word-of-mouth in hospitality and tourism management 2005Value-based Adoption of Mobile Internet: An empirical investigation 2012Goodness-of-fit indices for partial least squares path modeling 2018Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model

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2023Sustainable business models of e-marketplaces: An analysis from the consumer perspective 2025The Sharing Economy: A Systematic Literature Review and Research Agenda 2024Unpacking Sustainable Packaging Through the Stimulus-Organism-Response Model: A Systematic Literature Review 2023Can sharing with others whom consumers Can't see increase their sense of community? An examination of social presence on sharing platforms 2023

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