Understanding provider behavior in the sharing economy: an experimental study on risk, value perception, and regulatory focus effects

Purpose This study aims to examine providers’ intentions to engage with sharing platforms, focusing specifically on how perceptions of risk and value influence the intention to participate, considering the moderation effect of regulatory focus. Design/methodology/approach Two laboratory experimental studies were conducted. Study 1 examined the relationship between risk and value perception on the intention to provide. Study 2 replicated and extended the results by testing regulatory focus as a moderator. Findings The findings confirmed that risk perception negatively impacted the intention to provide, while value perception mediated a positive effect on the intention to provide. In addition, promotion versus prevention focus was supported as a significant moderator; providers with a prevention focus (vs promotion) presented reduced intentions to supply on sharing platforms because of their concerns about negative consequences. Practical implications Sharing platforms actively communicate safety measures on social networks to reduce users’ perceived risks. This study demonstrates that providers with a preventive focus are less inclined to engage in sharing platforms because they avoid risks. Therefore, platforms should not only communicate the rewards of sharing and mechanisms that reduce the perceived risk but also segment potential providers based on their regulatory focus profiles to effectively attract more providers to their platforms. Originality/value This study analyzes the sharing behavior in peer-to-peer platforms by focusing on the provider side, whereas most previous studies address the user (customer) side. In addition, the adoption of the experimental design allows for a better understanding of the influence of risk and value perceptions on the intention to provide, considering the moderation effect of regulatory focus.