How and when tryvertising works in P2P accommodations
通过实验研究，发现试销在Airbnb比酒店更有效，在整套房源比单间更有效，因为高领地性带来高心理所有权，进而提高购买意愿，但这一效应受暂时性威胁的调节。
This study explores the potential of tryvertising in accommodations using an experimental research design. By building a moderated mediation model, this research offers theoretical underpinnings to comprehend how and when tryvertising works in peer-to-peer accommodations. The results demonstrate that tryvertising is more effective in Airbnb than in a hotel context, and more effective in an entire property than a private room in Airbnb. Different accommodation settings represent different levels of territoriality, with higher territoriality leading to higher psychological ownership, and hence higher purchase intentions towards tryvertised products. Such effects are moderated by impermanence which is a threat to psychological ownership. This research suggests avenue marketers/hosts can optimize tryvertising effectiveness in peer-to-peer accommodations by increasing guests' perceived territoriality and psychological ownership.