Racial disparities exist in how different peer-to-peer (P2P) business activities are treated. Adapting from institutional theory, whiteness theory, and stereotyping research, we find across a series of experiments that P2P activities are rated more negatively and lower in normative legitimacy when their actors are perceived to be Black as opposed to White. Local acceptance and regulative legitimacy increased normative legitimacy ratings for P2P activities in a Black community, but did not erase the normative legitimacy gap. Moreover, we find that popular terms for P2P businesses (“sharing economy” and “side hustle”) have racial associations, influencing perceptions of normative legitimacy. However, we also show that this may potentially be altered by the legitimating action (an advertising campaign) of a major P2P company employing these terms. Our results suggest that policymakers and programs for improving entrepreneurial achievement need to explicitly consider these racial associations and perceived differences in legitimacy.

中文翻译：

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点对点交易的种族化：不平等和合法性障碍

在如何对待不同的点对点 (P2P) 业务活动方面存在种族差异。改编自制度理论、白人理论和刻板印象研究，我们发现在一系列实验中，当 P2P 活动的参与者被认为是黑人而不是白人时，P2P 活动在规范合法性方面的评价更加负面和较低。地方接受度和监管合法性提高了黑人社区 P2P 活动的规范合法性评级，但并没有消除规范合法性差距。此外，我们发现 P2P 业务的流行术语（“共享经济”和“副业”）具有种族关联，影响了对规范合法性的看法。然而，我们还表明，这可能会因使用这些条款的大型 P2P 公司的合法化行动（广告活动）而改变。