Discontinuance intentions of peer-to-peer accommodation: the role of fear and tainted memories of Nigerian Gen Z and Millennials

Purpose Drawing on the protection motivation theory, this study set out to investigate how negative social influence instigated fear and tainted the Gen Z and Millennial consumers’ memories and subsequently, discontinuance intentions in the context of Nigerian peer-to-peer accommodation. Design/methodology/approach A quantitative analysis was carried out with a total of 282 Gen Z (n = 153) and Millennials (n = 129) Nigerian residents with prior experience with Airbnb accommodation participating in the studies. Data analysis was conducted using structural equation modelling. Findings The data analysis results indicate that negative social influence promotes fear and taints the consumers’ memories. Furthermore, while fear and tainted memories mediated the link between exogenous constructs and discontinuance intention, no significant disparities were observed between Gen Z and Millennial consumers regarding the proposed relationships. Practical implications The findings offer practical guidance for peer-to-peer practitioners on how fear and tainted memories stemming from negative social influence may explain Gen Z and Millennials consumers’ discontinuance intentions. Originality/value The current study provides one of the first empirical understandings of consumers’ protection motivation emanating from negative social influence via fear and tainted memories, with a unique focus on peer-to-peer accommodation discontinuance intentions from Nigerian Gen Z and millennial perspectives.