A Study on Factors Affecting the Value Co-Creation Behavior of Customers in Sharing Economy: Take Airbnb Malaysia as an Example

Starting with corporate and customer factors, this paper establishes a research model of the influencing factors that affect the customers’ value co-creation behavior in a sharing economy. Guided by this model, this study conducted a questionnaire survey on 587 Malaysian Airbnb customers, and analyzed the valid data with software such as SPSS26 and AMOS24. The results show that although the operators of sharing economy platforms do not directly provide products and services, their ethical management, corporate authenticity and corporate image still positively influence customer value co-creation behavior, and that sharing economy customers, whether they are suppliers or demanders, have their own characteristics that influence value co-creation behavior. Based on these results, this study suggests that sharing economy corporations should pay attention to their business operations and customer behavior as well as their APS (Application product services), so as to achieve sustainable and virtuous development.