AIRBNB.com: Users’ Perceptions and Repurchase Intentions

In the context of sharing economy (SE), AIRBNB has become a formidable type of accommodation in tourism sector. This website has a popular presence in more than ۳۴,۰۰۰ cities in ۱۹۱ countries worldwide. AIRBNB is a compelling part of online type of sharing economy (SE) and has become a significant component of E-commerce with drastic growth in recent decades. Although AIRBNB.com as a sharing economy (SE) platform has a widespread popularity, limited research have examined customers’ perception toward AIRBNB website and their satisfaction with their stay. Applying IDT (Innovation Diffusion Theory) and TAM (Technology Acceptance Model), this research attempt to investigate psychological behavior of AIRBNB customers toward their AIRBNB experience. Through an online self-administered survey, researchers collected ۲۱۲ valid questionnaires. According to the results, personal innovativeness plays a crucial role as an antecedent for perceived ease of use, trust and usefulness. Customer attitude about AIRBNB website is determined through perceived usefulness, trust and customer satisfaction with AIRBNB stay which is affected by guest-host relationship, amenities, leading to loyal customers and repeat business. The results extend existed literature about SE and provide practical implications for developers of AIRBNB website and its hosts to enhance customer intention to choose AIRBNB again as an option to accommodate.

کلیدواژه ها:

Sharing economy.AIRBNB.TAM.IDT.Behavioral intention