Sharing economy platforms: An equity theory perspective on reciprocity and commitment

The objective of this research is threefold: (1) to examine the underpinnings of perceived reciprocity in the sharing economy, (2) to explore the cognitive and behavioural outcomes of reciprocity evaluation, and (3) to investigate how situational and personal variables regulate perceived reciprocity and subsequent cognitive and behavioural outcomes. The data were collected from 398 users of sharing economy platforms. The findings made it possible to conclude that the perception of reciprocity is conditioned by a feeling of social identity, ingroup comparison, procedural justice and a predisposition towards outcome maximisation. Relationship commitment is predicted by perceived reciprocity and coping mechanisms (i.e. emotion-focused and problem-focused) following reciprocity perception. In addition, it was found that the value of exchange, social influence, response efficacy and self-efficacy moderate the relationships between perceived reciprocity, its antecedents and its cognitive and behavioural outcomes. The theoretical and practical implications of the findings are provided.