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经济不平等阻碍消费者获取点对点服务

Economic Inequality Hinders Consumers’ Access to Peer-to-Peer Services

Journal of Marketing · 2026
被引 0
人大 AFT50UTD24ABS 4*

中文导读

研究发现,区域经济不平等会降低点对点服务提供者的服务意愿,因为提供者会推断来自不平等地区的消费者社会经济地位较低、可信度较差,但平台的高声誉可以抵消这种负面影响。

Abstract

Peer-to-peer (P2P) platforms promise openness and access, yet various biases and barriers shape who gets served. This research investigates how regional economic inequality drives access to P2P services. Using archival, survey, and experimental data across multiple contexts—including lending, lodging, car rental, and tool sharing—the authors provide convergent evidence that heightened economic inequality within a consumer's geographic region (community, state, or nation) reduces providers’ willingness to serve that consumer when inequality is a salient socioeconomic cue. This decreased willingness constitutes a form of exclusion rooted in providers’ inferences about potential consumers. Thought protocol analyses reveal that providers infer lower socioeconomic status and diminished trustworthiness among consumers from more unequal regions, thereby increasing perceived financial risk of serving them. Crucially, the authors demonstrate a boundary condition with practical relevance: A strong platform reputation, such as high ratings, can counteract the negative effects of regional economic inequality, restoring access and interpersonal trust in P2P exchanges.

经济不平等点对点平台消费者行为社会排斥