---
_id: '65268'
abstract:
- lang: eng
text: The increasing number of multi-unit hosts in peer-to-peer platforms such as
Airbnb poses a significant challenge to single-unit hosts, who compete in a highly
professionalized market where host-guest interactions have become increasingly
anonymous. However, anonymity may undermine trust and affect eWOM, crucial elements
for the performance of peer-to-peer platforms, as they heavily rely on mutual
trust and positive eWOM to succeed. This study investigated the effects of the
presence of hosts’ personal decorations and a local welcome gift on eWOM. Perceived
anonymity and trust emerge as mediating mechanisms, such that the presence of
personal decorations reduced the guest’s perception of anonymity towards the host,
which subsequently increased guest’s trust and their intention to spread positive
eWOM. The local welcome gift did not show any significant effects. These insights
contribute to servicescape research and offer practical implications for single-unit
hosts to differentiate their service experience from that of professional hosts.
author:
- first_name: Edna
full_name: Kring-Ozuna, Edna
id: '103813'
last_name: Kring-Ozuna
citation:
ama: 'Kring-Ozuna E. First impressions matter: Shaping the servicescape to address
anonymity and trust in peer-to-peer sharing economy services. Journal of Service
Management Research. 2025;9(1):2-18. doi:10.5771/2511-8676-2025-1-2'
apa: 'Kring-Ozuna, E. (2025). First impressions matter: Shaping the servicescape
to address anonymity and trust in peer-to-peer sharing economy services. Journal
of Service Management Research, 9(1), 2–18. https://doi.org/10.5771/2511-8676-2025-1-2'
bibtex: '@article{Kring-Ozuna_2025, title={First impressions matter: Shaping the
servicescape to address anonymity and trust in peer-to-peer sharing economy services},
volume={9}, DOI={10.5771/2511-8676-2025-1-2},
number={1}, journal={Journal of Service Management Research}, publisher={Nomos
Verlag}, author={Kring-Ozuna, Edna}, year={2025}, pages={2–18} }'
chicago: 'Kring-Ozuna, Edna. “First Impressions Matter: Shaping the Servicescape
to Address Anonymity and Trust in Peer-to-Peer Sharing Economy Services.” Journal
of Service Management Research 9, no. 1 (2025): 2–18. https://doi.org/10.5771/2511-8676-2025-1-2.'
ieee: 'E. Kring-Ozuna, “First impressions matter: Shaping the servicescape to address
anonymity and trust in peer-to-peer sharing economy services,” Journal of Service
Management Research, vol. 9, no. 1, pp. 2–18, 2025, doi: 10.5771/2511-8676-2025-1-2.'
mla: 'Kring-Ozuna, Edna. “First Impressions Matter: Shaping the Servicescape to
Address Anonymity and Trust in Peer-to-Peer Sharing Economy Services.” Journal
of Service Management Research, vol. 9, no. 1, Nomos Verlag, 2025, pp. 2–18,
doi:10.5771/2511-8676-2025-1-2.'
short: E. Kring-Ozuna, Journal of Service Management Research 9 (2025) 2–18.
date_created: 2026-04-01T07:16:15Z
date_updated: 2026-04-07T12:43:01Z
doi: 10.5771/2511-8676-2025-1-2
intvolume: ' 9'
issue: '1'
language:
- iso: eng
page: 2-18
publication: Journal of Service Management Research
publication_identifier:
issn:
- 2511-8676
publication_status: published
publisher: Nomos Verlag
status: public
title: 'First impressions matter: Shaping the servicescape to address anonymity and
trust in peer-to-peer sharing economy services'
type: journal_article
user_id: '103813'
volume: 9
year: '2025'
...
---
_id: '53200'
abstract:
- lang: eng
text: Customer misbehavior poses a major risk in the sharing economy. For example,
property damage to shared accommodations imposes burdens on both sharing platforms
and hosts, especially if misbehaving guests purposefully, not coincidentally conceal,
or fail to report damages. Such misbehavior might be facilitated by remote listing
management and the lack of face-to-face interactions between hosts and guests.
Therefore, this study investigated the effects of host–guest interaction modes
(face-to-face, online-only) and frequency on guests’ misbehavior concealment intentions.
Social identification and irritation emerged as bright- and dark side mediators,
respectively. Guests who interacted face-to-face (vs. online-only) with hosts
exhibited weaker intentions to conceal their misbehavior due to increased social
identification. Platforms can elicit social identification by engaging guests
in virtual communities. However, when face-to-face interactions become excessive,
guests experience irritation and are more likely to conceal their misbehavior.
These insights offer practical implications for both peer-to-peer sharing platforms
and hosts.
article_number: '114582'
article_type: original
author:
- first_name: Edna
full_name: Ozuna, Edna
id: '103813'
last_name: Ozuna
- first_name: Lena
full_name: Steinhoff, Lena
id: '4336'
last_name: Steinhoff
citation:
ama: 'Ozuna E, Steinhoff L. “Look me in the eye, customer”: How do face-to-face
interactions in peer-to-peer sharing economy services affect customers’ misbehavior
concealment intentions? Journal of Business Research. 2024;177. doi:10.1016/j.jbusres.2024.114582'
apa: 'Ozuna, E., & Steinhoff, L. (2024). “Look me in the eye, customer”: How
do face-to-face interactions in peer-to-peer sharing economy services affect customers’
misbehavior concealment intentions? Journal of Business Research, 177,
Article 114582. https://doi.org/10.1016/j.jbusres.2024.114582'
bibtex: '@article{Ozuna_Steinhoff_2024, title={“Look me in the eye, customer”: How
do face-to-face interactions in peer-to-peer sharing economy services affect customers’
misbehavior concealment intentions?}, volume={177}, DOI={10.1016/j.jbusres.2024.114582},
number={114582}, journal={Journal of Business Research}, publisher={Elsevier BV},
author={Ozuna, Edna and Steinhoff, Lena}, year={2024} }'
chicago: 'Ozuna, Edna, and Lena Steinhoff. “‘Look Me in the Eye, Customer’: How
Do Face-to-Face Interactions in Peer-to-Peer Sharing Economy Services Affect Customers’
Misbehavior Concealment Intentions?” Journal of Business Research 177 (2024).
https://doi.org/10.1016/j.jbusres.2024.114582.'
ieee: 'E. Ozuna and L. Steinhoff, “‘Look me in the eye, customer’: How do face-to-face
interactions in peer-to-peer sharing economy services affect customers’ misbehavior
concealment intentions?,” Journal of Business Research, vol. 177, Art.
no. 114582, 2024, doi: 10.1016/j.jbusres.2024.114582.'
mla: 'Ozuna, Edna, and Lena Steinhoff. “‘Look Me in the Eye, Customer’: How Do Face-to-Face
Interactions in Peer-to-Peer Sharing Economy Services Affect Customers’ Misbehavior
Concealment Intentions?” Journal of Business Research, vol. 177, 114582,
Elsevier BV, 2024, doi:10.1016/j.jbusres.2024.114582.'
short: E. Ozuna, L. Steinhoff, Journal of Business Research 177 (2024).
date_created: 2024-04-04T08:16:27Z
date_updated: 2024-04-24T11:17:09Z
doi: 10.1016/j.jbusres.2024.114582
intvolume: ' 177'
keyword:
- Sharing economy
- Customer misbehavior
- Peer-to-peer services
- Face-to-face interactions
- Experimental research
language:
- iso: eng
publication: Journal of Business Research
publication_identifier:
issn:
- 0148-2963
publication_status: published
publisher: Elsevier BV
status: public
title: '“Look me in the eye, customer”: How do face-to-face interactions in peer-to-peer
sharing economy services affect customers’ misbehavior concealment intentions?'
type: journal_article
user_id: '103813'
volume: 177
year: '2024'
...
---
_id: '50979'
author:
- first_name: Edna
full_name: Ozuna, Edna
id: '103813'
last_name: Ozuna
- first_name: Lena
full_name: Steinhoff, Lena
id: '4336'
last_name: Steinhoff
citation:
ama: 'Ozuna E, Steinhoff L. Customer Misbehavior in the Peer-to-Peer Sharing Economy:
The Mixed Role of Face-to-Face Interactions. In: Proceedings of the 52nd European
Marketing Academy Conference (EMAC); 2023.'
apa: 'Ozuna, E., & Steinhoff, L. (2023). Customer Misbehavior in the Peer-to-Peer
Sharing Economy: The Mixed Role of Face-to-Face Interactions.'
bibtex: '@inproceedings{Ozuna_Steinhoff_2023, place={Odense}, title={Customer Misbehavior
in the Peer-to-Peer Sharing Economy: The Mixed Role of Face-to-Face Interactions},
publisher={Proceedings of the 52nd European Marketing Academy Conference (EMAC)},
author={Ozuna, Edna and Steinhoff, Lena}, year={2023} }'
chicago: 'Ozuna, Edna, and Lena Steinhoff. “Customer Misbehavior in the Peer-to-Peer
Sharing Economy: The Mixed Role of Face-to-Face Interactions.” Odense: Proceedings
of the 52nd European Marketing Academy Conference (EMAC), 2023.'
ieee: 'E. Ozuna and L. Steinhoff, “Customer Misbehavior in the Peer-to-Peer Sharing
Economy: The Mixed Role of Face-to-Face Interactions,” 2023.'
mla: 'Ozuna, Edna, and Lena Steinhoff. Customer Misbehavior in the Peer-to-Peer
Sharing Economy: The Mixed Role of Face-to-Face Interactions. Proceedings
of the 52nd European Marketing Academy Conference (EMAC), 2023.'
short: 'E. Ozuna, L. Steinhoff, in: Proceedings of the 52nd European Marketing Academy
Conference (EMAC), Odense, 2023.'
date_created: 2024-01-29T13:15:17Z
date_updated: 2026-01-13T09:41:36Z
department:
- _id: '733'
language:
- iso: eng
place: Odense
publisher: Proceedings of the 52nd European Marketing Academy Conference (EMAC)
status: public
title: 'Customer Misbehavior in the Peer-to-Peer Sharing Economy: The Mixed Role of
Face-to-Face Interactions'
type: conference
user_id: '102525'
year: '2023'
...
---
_id: '50977'
author:
- first_name: Edna
full_name: Ozuna, Edna
id: '103813'
last_name: Ozuna
- first_name: Lena
full_name: Steinhoff, Lena
id: '4336'
last_name: Steinhoff
citation:
ama: 'Ozuna E, Steinhoff L. Face-to-Face Interactions in Peer-to-Peer Sharing Economy
Services: An Effective Barrier to Customer Misbehavior? In: 2023 AMA Winter Academic
Conference Proceedings; 2023.'
apa: 'Ozuna, E., & Steinhoff, L. (2023). Face-to-Face Interactions in Peer-to-Peer
Sharing Economy Services: An Effective Barrier to Customer Misbehavior?'
bibtex: '@inproceedings{Ozuna_Steinhoff_2023, place={Nashville}, title={Face-to-Face
Interactions in Peer-to-Peer Sharing Economy Services: An Effective Barrier to
Customer Misbehavior?}, publisher={2023 AMA Winter Academic Conference Proceedings},
author={Ozuna, Edna and Steinhoff, Lena}, year={2023} }'
chicago: 'Ozuna, Edna, and Lena Steinhoff. “Face-to-Face Interactions in Peer-to-Peer
Sharing Economy Services: An Effective Barrier to Customer Misbehavior?” Nashville:
2023 AMA Winter Academic Conference Proceedings, 2023.'
ieee: 'E. Ozuna and L. Steinhoff, “Face-to-Face Interactions in Peer-to-Peer Sharing
Economy Services: An Effective Barrier to Customer Misbehavior?,” 2023.'
mla: 'Ozuna, Edna, and Lena Steinhoff. Face-to-Face Interactions in Peer-to-Peer
Sharing Economy Services: An Effective Barrier to Customer Misbehavior? 2023
AMA Winter Academic Conference Proceedings, 2023.'
short: 'E. Ozuna, L. Steinhoff, in: 2023 AMA Winter Academic Conference Proceedings,
Nashville, 2023.'
date_created: 2024-01-29T13:11:55Z
date_updated: 2026-01-13T09:42:49Z
department:
- _id: '733'
language:
- iso: eng
place: Nashville
publisher: 2023 AMA Winter Academic Conference Proceedings
status: public
title: 'Face-to-Face Interactions in Peer-to-Peer Sharing Economy Services: An Effective
Barrier to Customer Misbehavior?'
type: conference
user_id: '102525'
year: '2023'
...