LAUSR

ABSTRACT The peer-to-peer (P2P) economy has provided many work opportunities for a large number of peer providers, and these opportunities have the potential to reduce poverty. Despite its economic and social benefits, customer risk perception discourages customers from consistently participating in the P2P economy. Although scholars have investigated the role of risk perception in P2P economy participation, insufficient attention has been paid to how to effectively attenuate customer risk perception. Based on governance theory, this research is intended to develop a theoretical framework to test how platform governance reduces customer risk perception in the P2P economy, as well as the important moderating effects. The analysis of a total of 311 valid questionnaires from customers shows that platform governance reduces customer risk perception, and such effect of P2P platform governance becomes much more effective for professional peer providers than for amateurs, and more effective for high-priced properties than for low-priced properties .