Uberization of home cooking ::understanding participants’ motivation of meal sharing

Digitized platforms for peer-to-peer (P2P) exchanges have spread to various sectors of the economy. Meal sharing is one of the latest trends of the sharing economy. Online meal sharing platforms provide to individuals, a social and culinary experience around a home-cooked meal, prepared by a host. Whilst several studies have outlined consumers’ motivations for peer-to-peer accommodation (e.g., Airbnb) or car sharing (e.g., Uber), there is a research gap in the literature with regard to meal sharing users. This study tried to identify meal sharing users’ motivations to engage in meal sharing activity by adopting a means-end theory approach