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Customer feedback provision in online labor platforms: an application of the theory of planned behavior

Wan, C.E. (2018) Customer feedback provision in online labor platforms: an application of the theory of planned behavior.

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Abstract:Customers have been increasingly making use of online labor platforms such as Airbnb, Uber, and Postmates, rising in popularity with the prevalence of online resources, technology, and applications for crowdsourcing. This type of business model results in the need for proper quality management of service providers and adequate information upon which customers base their buying decisions. Online labor platforms thereby rely on feedback from customers to effectively manage their service providers and uphold the platform’s community of trust, but this feedback provision is entirely voluntary by customers. This paper provides an application of the theory of planned behavior in attempt to gain an understanding of what drives customers to participate in feedback provision in a setting where a pattern of doing so is crucial to the survival and success of the platform but is simultaneously completely voluntary. A survey of 142 Airbnb users was analyzed to test three hypotheses related to posited effects within the theory of planned behavior, including the prediction that attitudes toward feedback provision would have the greatest effect on intention to provide feedback. Findings show that the theory of planned behavior is insufficient in predicting customer feedback provision behavior in the context of online labor platforms in that hedonic attitudes were the only significant predictor of intention to provide feedback, and subjective norms were the only significant predictor of actual feedback provision.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/75559
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