Guests' Value Co‐Creation Behavior in Airbnb: The Role of Light Triad Personality, Perspective‐Taking, and Host Incivility

ABSTRACT This study examines the association between light triad personality, perspective‐taking, host incivility, and value co‐creation behavior in Airbnb. Data were collected from 360 Indian Airbnb customers between November 14 and 29, 2023, and analyzed using partial least squares‐structural equation modeling. Results showed that the light triad is positively related to perspective‐taking and value co‐creation behavior, perspective‐taking is positively related to value co‐creation behavior, perspective‐taking mediates the relationship between the light triad and value co‐creation behavior, and host incivility does not moderate the relationship between the light triad and value co‐creation behavior. The study demonstrates two personal factors as antecedents of value co‐creation behavior. To promote value co‐creation behavior, the study suggests practitioners focus on advertising campaigns that highlight hosts' efforts to deliver exceptional guest services despite their limitations. Additionally, it recommends expanding hosts' profiles on the platform to include personal stories that showcase the efforts and investments involved in hosting.