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Specifically, when a renter (customer) complaint about a host (provider) occurs, we sent reminder messages to other unaffected hosts in the same neighborhoods (as the affected host) and urged them to proactively prevent similar complaints. The reminder messages varied in terms of their emphasis of the roles of different stakeholders in platform-based value co-creation (provider-emphasized vs. customer-emphasized) and how they explicated different value appropriation mechanisms (competition-based vs. cooperation-based). Results show that compared to the control message, customer-emphasized messages effectively motivated providers\u2019 proactive efforts to reduce customer complaints. Contrastingly, provider-emphasized messages led to the undesirable outcome of increasing customer complaints, possibly due to providers\u2019 shirking behavior. We also found that a competition-based value appropriation mechanism strengthened the motivating effect, whereas a cooperation-based mechanism undermined the motivating effect. The study provides important theoretical and practical implications for platforms on the design of effective governance mechanisms.<\/jats:p>","DOI":"10.25300\/misq\/2022\/17000","type":"journal-article","created":{"date-parts":[[2023,9,29]],"date-time":"2023-09-29T17:14:55Z","timestamp":1696007695000},"page":"955-982","source":"Crossref","is-referenced-by-count":11,"title":["Customer Complaint Avoidance: A Randomized Field Experiment of Platform Governance Based on Value Co-Creation and Appropriation"],"prefix":"10.25300","volume":"47","author":[{"given":"Xia","family":"Zhao","sequence":"first","affiliation":[{"name":"Department of Management Information Systems, Terry College of Business, University of Georgia, Athens, GA, U.S.A."}]},{"given":"Peijian","family":"Song","sequence":"additional","affiliation":[{"name":"Department of Marketing and Electronic Business, Business School, Nanjing University, Nanjing, Jiangsu, China"}]},{"given":"Lanfei","family":"Shi","sequence":"additional","affiliation":[{"name":"McIntire School of Commerce, University of Virginia, Charlottesville, VA, U.S.A."}]},{"given":"Ling","family":"Xue","sequence":"additional","affiliation":[{"name":"Department of Management Information Systems, Terry College of Business, University of Georgia, Athens, GA, U.S.A."}]},{"given":"Fan","family":"Feng","sequence":"additional","affiliation":[{"name":"Department of International Economics and Trade, Business School, Nanjing University, Nanjing, Jiangsu, China"}]}],"member":"10933","published-online":{"date-parts":[[2023,9,1]]},"reference":[{"issue":"3","key":"2025082212305204900_b1-02_ra_10_25300_misq_2022_17000","doi-asserted-by":"crossref","first-page":"257","DOI":"10.1002\/smj.2013","article-title":"Are network effects really all about size? 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