Owners’ Willingness to Accept in the Sharing Economy
研究了共享经济中提供者（所有者）如何定价，发现他们愿意接受的价格低于租用者的支付意愿，这与传统的禀赋效应相反，原因在于提供者更容易产生共情心理。
The sharing economy has become an increasingly widespread way for peers to rent out their owned goods to others seeking to rent them. This research (1) investigates how providers (i.e., owners renting out their belongings) decide what price to charge and (2) identifies the provider WTA effect, where, in the context of a peer-to-peer collaborative consumption model, providers are willing to accept (WTA) less than renters (i.e., nonowners) are willing to pay (WTP). These findings diverge from prior research, which has repeatedly demonstrated that owners typically demand more to part with their belongings than nonowners are WTP in a seller–buyer transaction (i.e., the endowment effect). The provider WTA effect is explained by providers having a more accessible empathy lens, which in turn dampens the accessibility of their exchange lens when renting out their item. This drives WTA below WTP. The effect is moderated when the renter is identified as a dissimilar transaction partner. This research provides actionable implications for providers and platforms.