Why travelers use Airbnb again?

Zhenxing Mao (Collins College of Hospitality Management, California State Polytechnic University Pomona, Pomona, California, USA)
Jiaying Lyu (Department of Tourism Management, Zhejiang University, Zhejiang, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Publication date: 11 September 2017

Abstract

Purpose

The purpose of this study is to examine the psychological factors that motivate travelers to consider reusing Airbnb.

Design/methodology/approach

This study proposes and tests an integrative model that synthesizes the Theory of Planned Behavior (TPB), Prospect Theory (PT) and other Airbnb-relevant constructs (unique experience expectation, familiarity and electronic word of mouth) as the primary determinants of the Airbnb repurchase intention using an structural equation model (SEM) approach.

Findings

Both attitude and subject norms are significant determinants of repurchase intention, whereas perceived behavioral control is not. In addition, perceived value and risk have only direct significant impacts on attitude and, in turn, indirectly affect repurchase intention. Unique experience expectation, familiarity and electronic word of mouth exert direct and indirect influences on repurchase intention.

Research limitations/implications

This study extends the body of knowledge by integrating TPB and PT to investigate consumer repurchase intention in Airbnb, which provides a theoretical baseline and serves as a starting point for exploring the structural relationships of Airbnb and the sharing economy.

Practical implications

Airbnb should place more emphasis on value packages and authentic/unique travel experience to retain and attract more travelers. More safety/security programs should be put in place and clearly communicated to reduce the perceived risks. In addition, Airbnb may publicize positive word of mouth and introduce and expand familiarity programs to incentivize Airbnb travelers.

Originality/value

This study explores the psychological reasons why travelers will re-patronize Airbnb, providing insights into the motives of Airbnb travelers. A clear understanding of Airbnb travelers’ repurchase intention will facilitate to develop effective strategies for Airbnb to induce positive repurchase behaviors.

Keywords

Citation

Zhenxing Mao and Jiaying Lyu (2017) "Why travelers use Airbnb again?", International Journal of Contemporary Hospitality Management, Vol. 29 No. 9, pp. 2464-2482

Download as .RIS

DOI

: https://doi.org/10.1108/IJCHM-08-2016-0439

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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