TY - JOUR AB - Purpose The purpose of this study was to identify the relationship between customer values, satisfaction and loyalty in the context of Airbnb.Design/methodology/approach The survey questionnaires were developed based upon review of previous studies. The samples were collected from US- based Airbnb users. The data were analyzed using structural equation modeling.Findings The result of this study indicates that first, Airbnb users’ hedonic value has a positive impact on satisfaction and loyalty, while utilitarian value influences only on satisfaction. Second, this study also shows that product involvement plays as a moderating role in the paths between hedonic value and customer satisfaction.Research limitations/implications Study findings may help researchers understand the roles of hedonic and utilitarian values and their impacts on satisfaction and loyalty in the context of Airbnb. This study also contributes to Airbnb marketers in fulfilling users’ expectations about the company.Originality/value This research contributes to the hospitality literature by expanding the realm of research on Airbnb, which is a unique company applying the sharing economy concept in the lodging industry. VL - 30 IS - 3 SN - 0959-6119 DO - 10.1108/IJCHM-09-2016-0504 UR - https://doi.org/10.1108/IJCHM-09-2016-0504 AU - Lee Seunghwan AU - Kim Dae-Young PY - 2018 Y1 - 2018/01/01 TI - The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users T2 - International Journal of Contemporary Hospitality Management PB - Emerald Publishing Limited SP - 1332 EP - 1351 Y2 - 2024/03/29 ER -