Impact of perceived corporate social responsibility on peer-to-peer accommodation consumers’ repurchase intention and switching intention

The development of peer-to-peer (P2P) accommodation market has seen multiple platforms providing booking services to consumers. As such consumers’ switching intention is equally important as repurchase intention to platform operators. This study applies cue utilization theory to study the effects of perceived corporate social responsibility (CSR) on P2P accommodation consumers’ repurchase intention and switching intention through trust and privacy risk. The study results show that the three dimensions (i.e. environmental, economic, and ethical) of perceived CSR have positive effects on trust, which increases repurchase intention but reduces switching intention; the environmental dimension of perceived CSR has a negative effect on privacy risk, which reduces repurchase intention but increases switching intention. Trust and privacy risk both mediate the effects of perceived CSR on repurchase/switching intention, but the indirect effects through trust are larger. The study demonstrates the utility of CSR in P2P accommodation platforms’ marketing and customer relationship management strategies.