Continuous Intention on Accommodation Apps: Integrated Value-Based Adoption and Expectation-Confirmation Model Analysis

This study aims to analyze the antecedent factors affecting continuous intention to use online to offline (O2O) accommodation app services and empirically verify them by applying an integrated model comprised of the value-based adoption model (VAM) and the expectation-confirmation model (ECM). For empirical analysis, a sample of 410 participants with experience reserving rooms using an accommodation app was used. The results showed that privacy risk had the biggest influence on perceived value, followed by technicality and usefulness. Moreover, confirmation and usefulness turned out to have a significant effect on satisfaction, and enjoyment had a negative effect on perceived value and satisfaction. As a result, the influence of perceived risk, technicality, usefulness, and confirmation on perceived value and satisfaction proved to be important in inducing continuous intention to use accommodation apps. These results are academically significant because they expand the scope of O2O business research in the fields of hotels and tourism. We outline several practical implications based on the study results.