A typology of user misbehaviours in the sharing economy context

Maja Golf-Papez · Barbara Culiberg

10 citations0/0 files storedEuropean Journal of Marketing

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Sharing Economy and Platforms Digital Marketing and Social Media Service and Product Innovation

Abstract

Purpose This paper aims to examine the types of user misbehaviours in the sharing economy (SE) context. SE offers a fruitful study setting due to the scope of potential misbehaviour and the expanded role of consumers. Design/methodology/approach The study drew on online archival data from the AirbnbHell.com website, where people share their stories about their Airbnb-related negative experiences. The authors reviewed 405 hosts’, guests’ and neighbours’ stories and coded the identified forms of misbehaviours into categories. The typology thus developed was validated in the context of the Uber Rides service. Findings User misbehaviours in the SE context can be distinguished based on the domain in which the user role is violated and the nature of violated norms. These two conceptual distinctions delineate a four-fold typology of user misbehaviours: illegal, unprofessional, unbefitting and uncivil behaviours. Research limitations/implications The trustworthiness of the stories could not be assessed. Practical implications The presented typology can be used as a mapping tool that facilitates detection of the full scope of misbehaviours and as a managerial tool that provides ideas for effective management of misbehaviours that correspond to each category. Originality/value The paper presents the first empirically derived comprehensive typology of user misbehaviours in SE settings. This typology enables classification of a broad set of misbehaviours, including previously overlooked unprofessional behaviours carried out by peer-service providers. The study also puts forward a revised definition of consumer misbehaviours that encompasses the impact of misbehaviours on parties not directly involved in the SE-mediated exchange.

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References

1985A Role Theory Perspective on Dyadic Interactions: The Service Encounter 2013Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector 1994Critical Service Encounters: The Employee's Viewpoint 2010Not always co‐creation: introducing interactional co‐destruction of value in service‐dominant logic 2019Marketing in the Sharing Economy 2017A triadic framework for collaborative consumption (CC): Motives, activities and resources & capabilities of actors 2003The Consequences of Dysfunctional Customer Behavior 2017A strategic framework for a profitable business model in the sharing economy

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2024Actor opportunism, social capital and coping strategies in the sharing economy: drivers, outcomes and marketing implications 2024When the secondhand economy is not as good as it seems: understanding conflicts and their (ir)resolutions between users on secondhand resale platforms

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