Peer-provider participation in the sharing economy: The moderating role of warm glow emotion and underlying motivations

Abstract

Peer providers play a crucial role in the growth and sustainability of the sharing economy. However, the psychology and behavior of peer providers who assume the role of suppliers on sharing economy platforms have received insufficient attention in the literature. This study proposes a model that examines the role of warm glow emotion, perceived economic, social, and environmental benefits, and trust beliefs on attitudes and supply intentions on the platform. An online scenario-based survey involving 361 platform users was conducted, and data were analyzed using the partial least squares structural equation modeling technique. The results indicate that warm glow feelings positively influence peer-provider participation. A strong warm glow feeling can also reduce decision-making complexity by enhancing trust and attitudes towards sharing. Perceived social benefits emerge as the strongest predictor of attitudes, followed by trust beliefs and perceived economic benefits; surprisingly, the influence of perceived environmental benefits is dismissed. This study contributes to the sharing economy literature by elucidating the key emotional and psychological factors that precede peer-provider participation. It extends the warm glow-giving theory and emotion literature to contexts beyond charitable and environmental acts. Practical insights are discussed for planning and designing strategies to target peer providers.