When hosts appear in different territories: Fluctuating purchase intentions

In the rapidly expanding sharing economy, peer-to-peer (P2P) accommodations have gained significant popularity, yet the influence of spatial dynamics on guest decision-making remains underexplored. This study examines how the presence of hosts in private and public spaces within promotional materials affects booking intentions for P2P accommodations. Grounded in human territoriality and psychological ownership theories, two experiments were conducted to examine how host visibility in different spaces influences guest perceptions of privacy, trust, and purchase intentions. The results reveal that host presence in private spaces negatively affects purchase intentions due to perceived privacy invasion, while host presence in public spaces enhances trust and booking intentions. Additionally, the effects differ depending on whether guests are booking for themselves or on behalf of others. This research advances the understanding of spatial dynamics in P2P accommodations and offers practical insights for optimizing video marketing strategies.