Users’ non-sustainable consumption behaviors are affecting the sustainability of access-based services, but ABS firms can utilize messaging strategies to persuade users to curtail their non-sustainable consumption behaviors. Through two online scenario-based experiments in China, this study determined that: Compared with rational appeal messaging, emotional appeal messaging is better able to persuade consumers to curtail non-sustainable consumption behaviors. Furthermore, loss-framed messages are more effective than gain-framed ones. Message appeal and message framing have an interactive persuasive effect on reducing such consumer behaviors. (...) Loss-framed rational appeal messages are more persuasive at reducing non-sustainable consumption behaviors than gain-framed rational appeal messages, and gain-framed emotional appeal messages persuade consumers to reduce non-sustainable consumption behaviors more than loss-framed ones. Consumers’ psychological ownership moderates the persuasive effect of messaging. Among consumers with a high level of psychological ownership of shared goods, only gain-framed emotional appeal messaging is effective at reducing non-sustainable consumption behaviors, whereas among consumers with low psychological ownership, the persuasive effect of loss-framed rational appeal messaging is more effective than gain-framed emotional appeal messaging. This study extends the research on non-sustainable consumption behavior management in ABSs and provides important inspiration for the management of ABSs consumer behavior. (shrink)

Bypassing occurs on sharing platforms when users decide to finalize the exchange directly with each other and engage in tactics to circumvent the payment stage. While previous studies have focused on the antecedents associated with bypass practices, more research is needed to better understand the prevalence of bypassing, which bypass practices are enacted, which types of users bypass, and which do not. Using a mixed-methods design, we first conduct semi-structured interviews (_N_ = 19) to identify several motivations behind bypass tactics (...) that complement the existing literature. We also establish four different bypassing behaviors: (1) paying the other peer directly, (2) transacting via another platform, (3) a combination of on- and off-platform booking, and (4) repeat transactions. Next, by carrying out cluster analysis on a sample of Airbnb users (_N_ = 416), we uncover three groups of bypassers: serial maximizers, rookies, and safe players. Further analysis of Airbnb users who have never bypassed shows that they can be categorized into three additional segments: risk-conscious users, hassle-avoiders, and borderline bypassers. Each of these six groups corresponds to a specific profile, which we describe and characterize based on motivational, relational, and psychographic factors. This research provides an actionable segmentation framework that will help sharing platform managers develop tailored bypass mitigation strategies. (shrink)