Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity

被引:288
作者
Liang, Lena Jingen [1 ]
Choi, H. S. Chris [1 ]
Joppe, Marion [1 ]
机构
[1] Univ Guelph, Sch Hospitality Food & Tourism Management, 50 Stone Rd East, Guelph, ON N1G 2W1, Canada
关键词
Repurchase intention; Airbnb; prospect theory; means-end chain (MEC) theory; peer-to-peer economy; E-COMMERCE; CUSTOMER SATISFACTION; DECISION-MAKING; SHARING ECONOMY; SERVICE QUALITY; EXTRINSIC CUES; RISK; MODEL; PERCEPTIONS; BEHAVIOR;
D O I
10.1080/10548408.2016.1224750
中图分类号
F [经济];
学科分类号
02 ;
摘要
The purpose of this paper is to extend the research on consumer repurchase intention, perceived value, and perceived risk into the realm of the peer-to-peer economy, specifically in the context of Airbnb. A total of 395 surveys were collected in Canada and the United States. The results showed that perceived risk negatively impacts Airbnb consumers' perceived value and repurchase intention while perceived value positively enhances their repurchase intention. Interestingly, price sensitivity was found not to reduce customers' perceived risk but can improve their perceived value and positively influences them to repurchase the Airbnb products. Perceived authenticity was found to have a significant effect in reducing Airbnb consumers' perceived risk and positively influencing their perceived value. Electronic word-of-mouth has a positive effect on repurchase intention as well as perceived value whereas it negatively affects perceived risk. Theoretical and managerial implications are discussed and future study directions are offered.
引用
收藏
页码:73 / 89
页数:17
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