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1 – 10 of 117Songshan (Sam) Huang, Hua Qu and Xuequn Wang
This study aims to testify the effects of green marketing on peer-to-peer (P2P) accommodation consumers’ repurchase intention and positive word-of-mouth (WOM) towards P2P…
Abstract
Purpose
This study aims to testify the effects of green marketing on peer-to-peer (P2P) accommodation consumers’ repurchase intention and positive word-of-mouth (WOM) towards P2P accommodation platforms through the mediation of trust and consumer identification.
Design/methodology/approach
A questionnaire survey was applied to collect data from a sample of 488 consumers in China who had used P2P accommodation platforms in the past six months. Partial least squares structural equation modelling was used to analyse the data.
Findings
The study found that consumers’ perception of green marketing orientation of P2P accommodation platforms significantly increased consumer trust in the platform and consumer identification with the platform, which in turn each positively influenced repurchase intention and positive WOM to the platform. Furthermore, consumer trust had a positive effect on consumer identification and both trust and identification mediated the relationship between green marketing and repurchase intention and that between green marketing and positive WOM.
Practical implications
The findings of this study provide P2P accommodation platform operators with important insights to apply green marketing and focus on consumer trust and identification in sustaining their business and coping with the intense market competition.
Originality/value
This study contributes to better understanding of the impact of green business practices on consumers in sharing economy and offers practical implications on sustainable P2P accommodation practices.
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This study aims to develop and empirically test a comprehensive framework in which to understand the determinants of guests’ behavior to use green peer-to-peer (P2P) accommodation…
Abstract
Purpose
This study aims to develop and empirically test a comprehensive framework in which to understand the determinants of guests’ behavior to use green peer-to-peer (P2P) accommodation in the UK P2P context by emerging the theory of planed behavior, environmental commitment theory and the value-belief-norm (VBN) theory into one model.
Design/methodology/approach
Adopting a quantitative approach, the present study proposes an integrated model integrating theory of planed behavior, environmental commitment theory and the VBN theory and subsequently tests the model using structural equation modeling data analysis. Data collected from 721 respondents were analyzed through (AMOS) to test the proposed model.
Findings
The results indicate that our integrated framework demonstrates a favorable level of prediction power for guests’ behavior, which verified the superiority of the suggested framework. Furthermore, the findings verified the moderating impact of guest attributes on guests decision regarding the booking process.
Practical implications
This study contributes to the existing theory and practice by offering important insights about determinants of guests’ behavior to use green P2P accommodation in the UK P2P context.
Originality/value
This research was the first to explore the determinants of guests’ behavior to use green P2P accommodation in the UK P2P context.
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This study aims to investigate the relationships among monetary cost (stimulus), perceived greenwash fear, attitude and perceived behavioural control (organism-related factors…
Abstract
Purpose
This study aims to investigate the relationships among monetary cost (stimulus), perceived greenwash fear, attitude and perceived behavioural control (organism-related factors) and green hotel patronage intention (response) using the stimulus-organism-response (S-O-R) model.
Design/methodology/approach
A total of 262 valid questionnaires were collected. Data were collected using the purposive sampling method and tested using the partial least squares (PLS) approach.
Findings
Monetary cost is positively related to only one organism-related factor which is perceived greenwash fear. All organism-related factors are positively related to response, which is green hotel patronage intention. Attitude mediates the relationship between perceived greenwash fear and green hotel patronage intention, as well as perceived behavioural control and green hotel patronage intention.
Research limitations/implications
A longitudinal study can be performed in the future to observe the actual green hotel patronage behaviour of customers.
Practical implications
Green hoteliers should focus on the development of communication strategies to enhance their corporate reputation. Green hoteliers also need to build trust by showing their green initiatives are genuine, identify consumers who are willing to pay more for green hotels and offer promotions with price incentives such as frequency discounts, coupons and rebates to increase interest and trialability.
Originality/value
Few studies have focused on the use of monetary cost as a stimulus in the S-O-R model to predict green hotel patronage intention. This study also tested the mediating effect of attitude, one of the organism-related factors, in the model.
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Lingyun Guo, Xiayu Hu, Xuguang Wei and Xiaonan Cai
This paper aims to help hosts or service providers of sharing economy-based accommodation (SEA) to attract new customers and retain existing customers by exploring the antecedents…
Abstract
Purpose
This paper aims to help hosts or service providers of sharing economy-based accommodation (SEA) to attract new customers and retain existing customers by exploring the antecedents and outcomes of customers’ participation intention.
Design/methodology/approach
A questionnaire-based empirical study was conducted to explore the proposed relationships in SEA. Partial least squares modeling with SmartPLS was used to estimate the model and interpret the results.
Findings
The study shows that personal factors (utilitarian and hedonic motivation) positively influence customers’ participation intention. The relationship between environmental stimuli (perceived information fit-to-task and perceived visual appeal) and participation intention is negatively moderated by hedonic motivation. Furthermore, the results suggest a positive effect of participation intention on customer engagement behavior and the partial mediating role of experience evaluation.
Practical implications
This paper provides industry practitioners of SEA with valuable insights on attracting new customers and retaining regular customers. First, they can distinguish customers in terms of motivation and provide information based on their requirements. Second, they can encourage customers to evaluate their experience and provide feedback, which would help in promoting the accommodation and service and building a long-term and harmonious relationship with the customers.
Originality/value
This study first investigates the interaction effect of personal motivation and environmental stimuli on participation intention in SEA. It further examines the influence of participation intention on customer engagement behavior and the mediating role of experience evaluation.
研究目的
本论文旨在帮助SEA(共享经济住宿)的民宿老板或服务提供者, 通过探索顾客参与和契合的影响因子和反应变量, 来吸引新顾客以及保留老顾客。
研究设计/方法/途径
本论文采用问卷形式实际调研, 探索SEA中的各种假设关系。本论文采用SmartPLS软件, 使用PLS分析法来检验模型以及展示分析结果。
研究结果
本论文结果表明, 个人因素(功利与享乐需求)正向影响顾客参与。环境因素(感知信息适合和感知视觉吸引)与参与意愿之间被享乐需求负向调节。此外, 结果还表明参与意愿对于顾客契合行为有着正向作用, 以及体验评价的部分中介效应。
研究实践启示
本论文为SEA企业从业人员提供如何吸引新顾客以及留住老顾客的宝贵见解。首先, 顾客根据需求和基于他们的需求所提供的信息可进行区分。第二, 企业主应该鼓励顾客评价他们的体验和提供反馈, 从而帮助提高住宿服务以及建立与顾客长期和谐的关系。
研究原创性/价值
本论文首先调研了个人需求和环境刺激对SEA参与意愿的相互作用。其次, 本论文还检验了参与意愿对于顾客契合行为的作用, 以及体验评价的中介效应。
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Md Ashaduzzaman, Charles Jebarajakirthy, Scott K. Weaven, Haroon Iqbal Maseeh, Manish Das and Robin Pentecost
Collaborative consumption (CC), a unique business model, provides several monetary and non-monetary benefits to customers. Several adapted theory of planned behaviour (TPB)-based…
Abstract
Purpose
Collaborative consumption (CC), a unique business model, provides several monetary and non-monetary benefits to customers. Several adapted theory of planned behaviour (TPB)-based models were developed and tested to understand this consumption behaviour with the findings inconsistent and fragmented. Thus, this study aims to develop a general and consistent TPB model using a meta-analytic path analysis to better understand customers’ CC adoption behaviour.
Design/methodology/approach
Using 37 studies, a meta-analysis was performed adopting several analytical methods; bivariate analysis, moderation analysis and path analysis.
Findings
The universal TPB model shows that factors, that is, trust, attitude, perceived environmental responsibility and communication facilities, drive both perceived usefulness and CC. However, subjective norms, such as perceived behavioural control and emotional value, drive only perceived usefulness. Moderation analysis shows that the relationships between variables used in the proposed TPB model tends to vary depending on five moderators, that is, countries’ economic development level, type of CC, sample size, sample type and survey administration method.
Research limitations/implications
The consideration of only quantitative papers and papers written in English language in this meta-analysis may bias the study’s findings.
Practical implications
Based on the findings regarding important factors that consumers consider when adopting CC, this study provides insightful recommendations to companies facilitating CC.
Originality/value
By developing the universal TPB model, this study theoretically contributes to the TPB model, and by conducting the moderation test, the study contextually contributes to the TPB literature in the CC context.
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Hossein G.T. Olya, Zehra Altinay Gazi, Fahriye Altinay Aksal and Mehmet Altinay
This paper aims to examine the causal models that predict disabled tourists’ behavioral intentions to use peer-to-peer (p2p) accommodations. This study also explores the causal…
Abstract
Purpose
This paper aims to examine the causal models that predict disabled tourists’ behavioral intentions to use peer-to-peer (p2p) accommodations. This study also explores the causal models through complex combinations of demographic factors, host attributes and the levels of perceived charm, convenience and other service features of the accommodations as a means of describing disabled tourists’ behavioral outcomes.
Design/methodology/approach
A questionnaire was administrated to measure the study variables. Using the convenience sampling technique, the questionnaires were distributed among disabled individuals with orthopedic disorders who reside in North Cyprus in May 2016. The five respondents were later interviewed about their needs and expectations from p2p accommodations. A set of preliminary tests (for both reliability and validity) was conducted, and descriptive statistics were used based on the scale items. Fuzzy set qualitative comparative analysis (fsQCA) was used to test the proposed research model, which revealed sufficient and consistent conditions leading to behavioral intentions of disabled tourists in their use of p2p accommodations. The predictive validity of the model was then tested. Finally, the results of the fsQCA were evaluated based on the key tenets of complexity theory.
Findings
The findings reveal under which conditions disabled tourists tend to use p2p accommodations. This empirical study has relied upon the use of causal models integrating combinations of demographic variables and host and accommodation place attributes (i.e. charm, convenience and service features) which were put forth as sufficient predictive configurations of the behavioral outcomes of disabled tourists within the context of a sharing economy. Ultimately, this study finds that p2p customers are not limited to travelers with low income levels.
Research limitations/implications
The views of people with orthopedic problems in North Cyprus were obtained for testing the configurational model, which means that the results do not necessarily represent a large range of customers’ perspectives. Although this limitation was addressed through the application of a powerful compensatory analytical approach (fsQCA), it is advised that data from tourists with various types of disabilities in other countries be collected for future studies.
Practical implications
The results of this study provide practical implications for hosts on how to combine accommodation place characteristics (e.g. charm, convenience and service) with their own personal attributes (e.g. knowledge and eagerness) to bolster the disabled tourists’ intentions to use p2p accommodations. It is hoped that the results of the fsQCA using the demographic variables presented here will guide businesses toward performing target marketing. This is useful for hosts who wish to attract more disabled tourists, a profitable segment of the market.
Social implications
This study draws social attention to the disabled tourists as potential customers in the sharing economy. Conducting an empirical study that considers the social inclusion of tourists with disabilities in the emerging version of hospitality business is helpful to both the supply and demand sides.
Originality/value
To the best knowledge of the authors, this is the first empirical study that investigates the indicators of disabled tourists’ intentions to use p2p accommodations. This study also adds to the current literature by modeling the behavioral intentions of disabled tourists within a sharing economy using a pragmatic and set-theoretic approach (i.e. fsQCA in conjunction with complexity theory).
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Francesca De Canio, Marta Nieto-García, Elisa Martinelli and Davide Pellegrini
Literature on the motives influencing consumers’ intention to use peer-to-peer (P2P) platforms has become vast and fragmented. The purpose of this paper is to shed light on this…
Abstract
Purpose
Literature on the motives influencing consumers’ intention to use peer-to-peer (P2P) platforms has become vast and fragmented. The purpose of this paper is to shed light on this research stream by applying a novel methodological approach that reveals the existence of alternative combinations of motives that equally boost consumers’ intention to use P2P accommodation.
Design/methodology/approach
The methodological approach builds on the complexity theory and includes both linear and nonlinear techniques. The empirical analysis combines multiple regression analysis and fuzzy-set qualitative comparative analysis (fsQCA). The sample comprises 458 users of a leading P2P accommodation platform.
Findings
The fsQCA reveals four distinct combinations of motives. Social interaction and social esteem, either combined themselves or in partial combination with economic benefits, emerge as two important drivers of behavioral intention to use P2P accommodation. Sustainability appears in three of the combinations.
Originality/value
This paper contributes to the P2P accommodation literature by adopting a novel methodological approach that shows the complexity behind consumers’ intention to use P2P accommodation. Consumer motives cannot be considered as separate entities because their effect on consumer intention depends on the interplay among them. Therefore, the different combinations of motives should be managed simultaneously.
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Guy Assaker and Peter O’Connor
This chapter reviews the methods available to hospitality and tourism researchers to perform moderation analysis with continuous variables in partial least squares structural…
Abstract
This chapter reviews the methods available to hospitality and tourism researchers to perform moderation analysis with continuous variables in partial least squares structural equation modeling (PLS-SEM), with the objective of enhancing understanding and encouraging the use of these techniques in future papers. The product term method is presented first, followed by an empirical example/application in the context of hospitality and tourism. Two extensions, namely the two-stage approach that can help cope with formative and higher-order constructs, and the orthogonalizing approach that can help generate more accurate results and overcome multicollinearity among tourism variables in the presence of a continuous moderator variable, are then presented and discussed. The chapter concludes by presenting guidelines and recommendations for improving the use of interaction effects in analyses of tourism variables, as well as highlighting ongoing developments in both the product term method and PLS-SEM software.
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Charles Jebarajakirthy, Achchuthan Sivapalan, Manish Das, Haroon Iqbal Maseeh, Md Ashaduzzaman, Carolyn Strong and Deepak Sangroya
This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.
Abstract
Purpose
This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.
Design/methodology/approach
By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.
Findings
VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.
Research limitations/implications
The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.
Practical implications
The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.
Originality/value
This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.
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Zhiyong Li, Jiahui Huang, Songshan (Sam) Huang and Dan Huang
This study aims to understand Chinese consumers’ perceived barriers to using peer-to-peer (P2P) accommodation before and after the outbreak of COVID-19 and the negotiation…
Abstract
Purpose
This study aims to understand Chinese consumers’ perceived barriers to using peer-to-peer (P2P) accommodation before and after the outbreak of COVID-19 and the negotiation strategies they applied in overcoming the barriers and enabling consumption.
Design/methodology/approach
A qualitative research design with 28 semi-structured interviews was used. Data were analysed by content analysis.
Findings
Five psychological barriers and four functional barriers were found to inhibit consumers from using P2P accommodation both before and after the COVID-19 outbreak. In overcoming the perceived barriers, consumers applied both behavioural negotiation strategies, including seeking information, behavioural adaptation, selective choice and seeking social support, and cognitive negotiation strategies, including cognitive adaptation and trusting agents. COVID-19 was found to serve as both a barrier and a facilitator for using P2P accommodation. A barriers–negotiation framework was developed in the context.
Research limitations/implications
Theoretically, this study advances consumer resistance and perceived barriers literature by integrating negotiation and developing a barriers–negotiation framework of P2P accommodation usage. This study also offers insights for practitioners in the P2P accommodation industry.
Originality/value
This study showcases the role of negotiation in understanding barriers to using P2P accommodation, paving the way to extend relevant knowledge to advance consumer resistance research, which is an emerging topic in the broader management domain.
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