The current study regarding the rapidly developing sharing economy businesses based on ICT explored how motivation for the sharing economy and perceived security affect both attitude and loyalty toward one of the sharing economy businesses, Airbnb. The results from the structural equation modeling analysis showed that enjoyment and reputation had a positive effect on attitude toward Airbnb, whereas other motivation aspects such as sustainability and economic benefits seemed not to have any significant effect. In addition, mobile users' security perceptions of Airbnb, which were found to be significantly influenced by governmental regulations and Airbnb's security policy, were likely to positively contribute to the attitudes toward Airbnb. Finally, the paper stressed the growing importance of consumers' security perceptions for building a successful business based on the sharing economy while at the same time articulating the drivers that motivate enjoyment and reputation.

PurposeIn the context of influencer marketing, this study examines the effects of explicit advertising disclosure on consumers' inference regarding influencers' sincere recommendation intent, and its consequences for consumers' purchase intentions.Design/methodology/approachIn Study 1, participants were randomly assigned to the conditions of explicit advertising disclosure (e.g. #AD, #Sponsored) and subtle advertising disclosure (e.g. #ThankYou), and indicated their inference regarding influencers' recommendation motives and their own purchase intentions. One-way ANOVA analysis reveals the effect of advertising disclosure on consumers' purchase intentions and the PROCESS model indicates the mediating role of consumers' inferences regarding influencers' sincere recommendation intent. In Study 2, we implemented a 2 (explicit vs. subtle advertising disclosure) × 2 (moderate vs. large size of followers) between-subjects design, using a two-way ANOVA analysis. We analyzed the moderated mediation effect via the PROCESS model.FindingsConsumers are less inclined to purchase products when influencers express explicit advertising disclosures, compared to when the advertising disclosures are subtle (Study 1). These negative effects of advertising disclosure can be caused by consumers' inferences regarding influencers' sincere recommendation intent in terms of posting content (Studies 1 and 2). Additionally, the negative effect is particularly prominent when an influencer has a large (vs. moderate) number of followers (Study 2).Originality/valueBy examining (1) the effects of explicit advertising disclosure on consumers' inference regarding influencers' persuasion motives and (2) the role of the influencer's number of followers, this research provides both theoretical and practical insights for understanding how best to implement influencer marketing.

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