Contemporary C2C platforms, such as Airbnb, have exhibited considerable growth in recent years and are projected to continue doing so in the future. These novel consumer-to-consumer marketplaces have started to obliterate the boundaries between private and economic spheres. Marketing personal resources online is inherently associated with the disclosure of personal and sometimes intimate information. This raises unprecedented questions of privacy. Yet, there is so far little research on the role of privacy considerations in the sharing economy literature. Leveraging the theoretical perspective of privacy calculus, the authors address this gap by investigating how privacy concerns and economic prospects shape a potential provider’s intentions to share via different communication channels. The auhtors relate privacy concerns back to the provider’s perceptions of the audience. They evaluate their research model by means of a scenario-based online survey, providing broad support for their reasoning.
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