Antecedents of user co-creation on transactional two-sided digital platforms and their impact on brand love: an affordance perspective

Abstract

Purpose: Airbnb is one of the world's most successful transactional two-sided digital platforms (TTDPs). However, our understanding of users' motivations for using platforms for value co-creation is limited. This study uses affordance theory to examine the relationships between user perceptions of several key features of the Airbnb platform, value co-creation, and, consequently, brand love.

Design/methodology/approach: We collected data via a questionnaire to survey 481 Airbnb users in the UK and employed partial least squares structural equation modeling (PLS-SEM) to examine our proposed relationships.

Findings: The results show that the main features of the Airbnb platform significantly influence value co-creation, which in turn leads to brand love, both directly and indirectly via brand experience. Our findings demonstrate how users' recognition of TTDPs' key features shapes their co-creation activities.

Practical implications: This study provides recommendations for platform managers and digital business practitioners. It emphasizes the importance of co-creation through digital platforms in fostering brand love and competitive advantages. Furthermore, it highlights the value of understanding user motivations and prioritizing platform characteristics such as privacy and ease of use. Finally, it endorses strategically investing in marketing to enhance engagement and create barriers to competition.

Originality/value: We advance affordance theory by clarifying the importance of user presence and co-creation goals on TTDPs. Second, we further our understanding of the general motivations for consumers' engagement in value co-creation on TTDPs, highlighting the role of features and affordances in driving their usage. Finally, we advance our understanding by explaining the relationships between co-creation and positive outcome variables, i.e. brand experience and brand love.