The focus of the peer-to-peer in tourism (Airbnb) has shifted recently from personal peer providers (i.e., individuals that rent a room) to commercial peer providers (i.e., companies that manage several Airbnb lodgings). While prior research encourages peer service providers (Airbnb hosts) to focus on social interactions, there is scant research on how consumers respond to the social dimension across the two peer provider types (personal vs. commercial provider). Two experimental studies (N = 600) reveal that consumers exhibit higher loyalty towards personal (vs. commercial) providers when they focus on communal norms, and this effect is driven via empathy. Study 2 examines the moderating effect of perceived warmth and demonstrates that low perceived warmth has a detrimental effect on loyalty among personal (vs. commercial) peer providers.

旅游中点对点 (Airbnb) 的重点最近已从个人对等提供商（即租用房间的个人）转移到商业对等提供商（即管理多个 Airbnb 住宿的公司）。虽然先前的研究鼓励同行服务提供商（Airbnb 房东）专注于社交互动，但关于消费者如何对两种同行提供商类型（个人与商业提供商）的社交维度做出反应的研究很少。两项实验研究（N = 600) 表明，当消费者关注公共规范时，他们对个人（与商业）提供者表现出更高的忠诚度，这种影响是由同理心驱动的。研究 2 检验了感知温暖的调节作用，并表明低感知温暖对个人（与商业）同行提供者的忠诚度有不利影响。