The match and mismatch between providers and customers in accommodation sharing: a cognitive style perspective

Abstract

PurposeThe peer-to-peer (P2P) accommodation-sharing market has developed rapidly on the strength of information technology in recent years. Matching providers and customers in an information technology (IT)-enabled platform is a key determinant of both parties' experiences and the healthy development of the platform. However, previous research has not sufficiently explained the mechanism of provider–customer matching in accommodation sharing, especially at the psychological level. Based on field cognitive style theory, this study examines how the match and mismatch affect customers' online and offline satisfaction and whether a significant difference exists between online and offline satisfaction under different matching patterns.Design/methodology/approachThe authors test the proposed theoretical model using 122 provider–customer dyad data collected through a field study.FindingsThe results suggest that customers' online and offline satisfaction under match is significantly higher than that under mismatch. In addition, customers' online satisfaction is significantly higher than their offline satisfaction under mismatch, but there is no significant difference between the two under match. The perceived price fairness also plays a moderating role in the case of mismatch.Originality/valueIn summary, these findings provide a novel understanding about the matching patterns and their outcomes in the accommodation-sharing context and expand the contents and applications of field cognitive style theory and matching theory. This study will help these IT-enabled platforms to provide personalized matching services at the psychological level, thereby enhancing user experience and corporate competitiveness. 10; 10;

Congruence in Communication and Customer Booking Decision: A Cognitive Heuristic Perspective

“…We adopted cognitive heuristic theory to reflect the cognitive process and actual practice of making credibility judgments based on all available online sources of information. A shared accommodation platform operates in a two-sided market involving both hosts and guests, and researchers have been increasingly aware of the disconnection between the two sides of the market (Chen et al, 2022; Lutz & Newlands, 2018; Moon et al, 2019; Ruan, 2020). Our conceptualization of findings thus also applies to other areas of online purchase decision-making where there is a need for assessing different sources of information.…”