E-Servicescape and Consumer Perception: Evidence from Sharing Economy Online Platforms in Hospitality

This study aims to examine how e-servicescape dimensions, demographic characteristics and user experience influence consumer perception of Peer-to-Peer (P2P) online platforms. The literature review is focused on servicescape, e-servicescape, and peer-to-peer (P2P) platforms in the hospitality sector. A relevant research model and hypothesis were established. For the empirical study, a questionnaire was developed and conducted on 135 users of P2P online platforms in the hospitality sector. Reliability analysis and hypothesis tests were identified through SPSSv31. Study results and implications were discussed and suggested. The results showed that all six subdimensions such as aesthetics, social presence, perceived personalization, perceived trust and safety, perceived interactivity and superior functionality, overall, create a positive perception in P2P users. While demographic characteristics showed no significant impact on consumer perception of the six e-servicescape dimensions, the user experience (frequency of use) confirmed that individuals that more frequently use P2P online platforms have a more positive perception of the e-servicescape. This study identified the importance of the dimensions of e-servicescape in P2P platforms in the hospitality sector and how they influence consumers’ perceptions, addressing a research gap caused by the limited empirical evidence on the role of demographic characteristics in the e-servicescape within hospitality in the sharing economy.