Published In

Journal of Consumer Behaviour

Document Type

Article

Publication Date

5-1-2024

Subjects

Ridesharing, Urban transportation

Abstract

Whereas consumer satisfaction is critical for the success of services, we research how providers evaluate customers in the sharing economy represented by the rideshare marketplace. We examine anticipated customer evaluation (ACE) as the underlying link and the provider's sense of power as a moderator for the relationship between customer ingratiation and provider evaluations. We first conducted a field pilot study and analyzed the content of rideshare trips described by drivers. Then, we tested the conceptual framework in four experiments that manipulated different rideshare customer behaviors (self-presentation, other-enhancement, and customer conformity). Our study contributes to the consumer research literature by examining provider evaluation and discovering the peer-to-peer (P2P) dynamic evaluation mechanisms that adopt a two-way rating system.

Rights

This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made. © 2024 The Authors. Journal of Consumer Behaviour published by John Wiley & Sons Ltd.

Locate the Document

https://doi.org/10.1002/cb.2340

DOI

10.1002/cb.2340

Persistent Identifier

https://archives.pdx.edu/ds/psu/41812

Included in

Business Commons

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