With increasing trust and utilization of the Internet, the sharing economy is emerging in the tourism and hospitality marketplace. This study focused on tourist non-purchase intention to use peer-to-peer accommodation. To explore the non-purchase intention, the relationship between perceived risk and tourist non-purchase intention to use peer-to-peer accommodation, as well as the relationship between impeding factors and perceived risk were tested. The study employed survey data (N = 280) gathered from active adult U.S travelers who have never used peer-to-peer accommodation before and have no intention to use peer-to-peer accommodation in future. The results showed that six impeding factors (i.e., lack of trust, perceived cognitive effort, perceived cost, perceived safety and security, perceived service quality, perceived cleanliness) had significant effects on tourists’ perceived risks. Two perceived risks (i.e., Performance Risk, Psychological Risk) had significant effects on tourist non-purchase intention. Based on the results. both academic and practical implications are provided.

<p>Driven by various benefits, such as authenticity, enjoyment, sustainability, socialization, and uniqueness, peer-to-peer (P2P) accommodation has become an increasingly important socio-economic phenomenon. To study this emerging hospitality consumption format systematically and to enhance the understanding of consumers’ motivations, perceptions, and behavioral intentions in the P2P accommodation context, three projects were proposed and completed in this dissertation. These focused on the mechanisms underlying consumers’ perceptions and participation in the world of P2P accommodation. Project I provided a comprehensive overview of how diverse motivators can influence consumers’ satisfaction and loyalty toward P2P accommodation services, following the push and pull theoretical framework. By conducting a meta analysis, Project I revealed that improving push motivators (i.e., psychological and intrinsic motivators) is more important than pull motivators (i.e., cognitive and extrinsic motivators) in enhancing consumers’ satisfaction, re-patronage intentions, and the spreading of positive word-of-mouth interactions. Next, by employing the dual-process theory, Project II comprised a series of three studies to investigate how various types of online reviews (i.e., fact-based versus emotion-based; property-focused versus host-focused) can affect consumers’ consumption decisions pertaining to P2P accommodation. The findings revealed that fact-based reviews result in higher booking intentions due to enhanced trust in the P2P property/host. Moreover, it was found that female consumers exhibit higher booking intentions when they read host-focused reviews. Finally, drawing on the norm activation theory, Project III comprised an investigation into how consumers’ altruistic value versus egoistic value orientations impacted their consumption intentions of sustainable P2P accommodation. Furthermore, by employing both survey and experimental design studies, the underlying mechanism explaining the impacts of various consumption value orientations on behavioral intentions was explored, focusing on booking intentions and willingness-to-pay-more for sustainable green P2P accommodation. Bringing these findings together, this dissertation provides theoretical and practical implications from various perspectives with regard to how consumers’ motivators and perceptions lead to their participation in the P2P accommodation world.</p>