Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 35, Issue 1, Pages 73-89Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2016.1224750
Keywords
Repurchase intention; Airbnb; prospect theory; means-end chain (MEC) theory; peer-to-peer economy
Categories
Ask authors/readers for more resources
The 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.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available