Airbnb Hospitality: Exploring Users and Non-Users’ Perceptions and Intentions

Sustainability

Jorge Lengler¹  Asad Mohsin² 

[1] Department of Marketing and Management, Business School, Durham University, Durham DH1 3LB, UK;School of Management and Marketing, University of Waikato, Hamilton 3240, New Zealand;

关键词: sharing economy;    Airbnb;    values;    risk;    satisfaction;    repurchase intention;   

DOI  :  10.3390/su131910884

来源: DOAJ

【 摘 要 】

Although the use of Airbnb services is growing, research relating to its value, risk, satisfaction, and repurchase intentions involving the millennial generation is scarce. This study investigates actual experience of social, utilitarian and hedonic values, risks, satisfaction, and repurchase intentions of Airbnb millennial consumers. It further assesses perceptions of similar values, risks, and what it would take to generate satisfaction and repurchase intention amid Airbnb non-consumers. PLS Path Modelling is used to test the hypothesised relationships and compare Airbnb consumers and non-consumers. A conceptual model proposing five hypotheses is tested using a dataset of 206 responses representing consumers and non-consumers from New Zealand. The results of the two groups are compared to assess differences in the relationships specified in the proposed conceptual model. The findings have theoretical, managerial, and social implications as it expands the literature by comparing consumers/non-consumers relating to sharing economy and identifies factors that lead to satisfaction and repurchase intentions linked to the millennials, hence generating managerial implications. The findings also suggest social, utilitarian, and hedonic values that have implications for the millennial generation.

【 授权许可】

Unknown