Understanding repurchase intention of Airbnb consumers: perceived authenticity,electronic word-of-mouth,and price sensitivity |
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Authors: | Lena Jingen Liang Marion Joppe |
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Institution: | School of Hospitality, Food and Tourism Management, University of Guelph, 50 Stone Road East, Guelph, Ontario N1G 2W1, Canada |
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Abstract: | ABSTRACTThe 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. |
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Keywords: | Repurchase intention Airbnb prospect theory means–end chain (MEC) theory peer-to-peer economy |
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