The Power of Production Enjoyment in Peer-to-Peer Marketplaces

This chapter examines how seller enjoyment in creating products influences consumer purchasing decisions in peer-to-peer marketplaces, contrasting this with traditional market dynamics. Through various studies, it is shown that consumers are more willing to pay for services and products when they perceive the seller's enjoyment, which significantly impacts click-through rates and overall engagement. The findings highlight the importance of signaling production enjoyment as a key factor in consumer behavior, particularly for high-skill services.