Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The Study on Factors Affecting Customer Satisfaction with Airbnb Service

에어비앤비 서비스 이용고객들의 만족에 영향을 미치는 요인에 관한 연구

  • Mun, Jun-Hwan (Dept. of Convergence Program for Social Innovation, Sungkyunkwan University) ;
  • Kim, Tae-Yeon (Dept. of Business Administration, Sogang University)
  • 문준환 (성균관대학교 소셜이노베이션융합전공) ;
  • 김태연 (서강대학교 경영학과)
  • Received : 2022.03.11
  • Accepted : 2022.05.20
  • Published : 2022.05.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to examine how factors that select Airbnb service affect service satisfaction and the moderating effect according to marital status. The subjects of this study are customers who who have used Airbnb services in the metropolitan area. The questionnaire survey was conducted with 150 people, and the results were analyzed and hypothesis testing was performed using Structural Equation Model(SEM). As a result of the study, it has been found that price, online review, and Unique Experience Expectation(UEE) among the factors that selected Airbnb have positive effects on service use satisfaction. In addition, marital status has been found to play a mediating role among price, UEE and customer satisfaction. For single customers, price is an important factor influencing service satisfaction, but for married customers, it is not. In this sense, it is important not only to conduct marketing and promotions considering only gender, but also to provide services according to whether they are single or married.

본 연구의 목적은 에어비앤비 서비스의 주요한 선택속성이 고객만족에 어떠한 영향을 미치는지와 결혼 여부에 따른 조절효과를 살펴보는 것이다. 본 연구는 수도권에 있는 에어비앤비 서비스 이용 경험이 있는 고객을 연구대상으로 실시하였다. 150명의 설문결과를 분석에 적용하였으며, 구조방정식 모형 분석과 가설검증을 실시하였다. 연구결과, 에어비앤비 선택속성인 가격, 온라인 리뷰, 독특한 경험기대가 고객만족에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 결혼 여부는 가격과 독특한 경험기대와 고객만족 사이에서 조절역할을 하는 것으로 나타났으며, 고객만족에 미치는 요인들이 결혼 여부에 따라 다르게 나타나는 점을 확인할 수 있었다. 미혼 소비자들은 가격이 중요한 고려요인이지만, 기혼 소비자들은 가격적 요인이 고객만족에 크게 영향을 주지 않는 것으로 나타났다. 이러한 결과를 고려할 때 단순히 성별만을 고려하여 마케팅 및 프로모션을 진행하는 것이 아니라 결혼 여부에 따라 차별화 된 서비스를 제공하는 것이 중요하다는 것을 알 수 있다.

Keywords

References

  1. J. H. Lee. & N. J. Kim. (2021). Structural Relationships between Information System Quality of Airbnb and Intention to Use: Analysis of Mediating Effect of User Satisfaction and Trust. International Journal of Tourism Management and Sciences, 36(1), 69-87. https://doi.org/10.21719/IJTMS.36.1.4
  2. Y. Zhang. & H. J. Park (2019). Factors affecting the usage intention of car-sharing service. Journal of Digital Convergence, 17(7), 99-108. https://doi.org/10.14400/JDC.2019.17.7.099
  3. S. J. Oh. (2020). A Study on the Perception Types of Users in the Sharing Economy: A Case Study of Users. Journal of Korean Society for the Scientific Study of Subjectivity, (51), 109-128.
  4. M. Y. Choi. (2017). A Study on Failure Factors of Shared Economy Accommodation Platform Airbnb Service Brand. A Journal of Brand Design Association of Korea, 15(4), 231-240. https://doi.org/10.18852/BDAK.2017.15.4.231
  5. H. N. Lee., B. Y. Sung. & H. S. Hwang. (2016). An Exploratory Study on College Student Consumers' Intention to Participate in Sharing Economy Services. Journal of Human Ecology, 20, 169-181.
  6. T. Puschmann. & R. Alt. (2016). Sharing Economy. Business & Information Systems Engineering, 58, 93-99. https://doi.org/10.1007/s12599-015-0420-2
  7. Y. J. Lee. & J. H. Yoon. (2017). An Exploratory Study on Factors Affecting the Behavioral Intentions of Potential Users of the Sharing Economy: An Application of the Extended Model of Goal-Directed Behavior. Journal of Tourism Sciences, 41(5), 109-127.
  8. S. J. Kim. D. Y. Park. & B. S. Kim. (2021). Analysis of Airbnb customers' reviews using Topic Modeling: focusing on the difference in topics before and after the COVID-19 Pendemic. The Journal of Internet Electronic Commerce Research, 21(4), 115-130. https://doi.org/10.37272/JIECR.2021.06.21.4.115
  9. B. Kim (2019). Understanding key antecedents of consumer loyalty toward sharing-economy platforms: The case of Airbnb. Sustainability, 11, 5195. https://doi.org/10.3390/su11195195
  10. A. Stollery. & S. H. Jun (2017). Effects of perceived benefits on Airbnb repurchase intention. Korean Journal of Tourism Research, 35, 139-157.
  11. L. Gansky. (2010). The mesh: Why the future of business is sharing. New York: Penguin.
  12. R. Botsman. & R. Rogers. (2010). What's Mine Is Yours. The Rise of Collaborative Consumption, 1.
  13. Y. K. Kim. (2013). Study on the Sharing Model Based on IT Platform for Cultural Contents Industry : Focused on the Case Study of Sharing Economy. Doctoral dissertaion. Kookmin University, Seoul.
  14. S. Y. Jun. (2014). A study on factors that influence the use intention of online sharing economy platforms. Master thesis. Kookmin University, Seoul.
  15. J. Hamari. M. Sjoklint. & A. Ukkonen. (2015). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 12(1), 121-135.
  16. A. M. Kaplan. & M. Haenlein. (2010). Users of The World, Unite! The C hallenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  17. C. Wang. & P. Zhang. (2012). The Evolution of Social Commerce the People, Management Technology, and Information Dimensions. Info Systems Journal, 31(1), 105-127.
  18. K. Lyons. & S. Wearing. (2015). The Sharing Economy: Issues, Impacts, and Regulatory Responses in The Context of The Nsw Visitor Economy. NSW Business Chamber. Sydney.
  19. A. S. Binninger. N. Ourahmoune. & I. Robert. (2015). Collaborative Consumption and Sustainability: a Discursive Analysis of Consumer Representations and Collaborative Website Narratives. Journal of Applied Business Research, 31(3): 969. https://doi.org/10.19030/jabr.v31i3.9229
  20. R. Belk. (2010). Sharing. Journal of Consumer Research, 36(5): 715-734. https://doi.org/10.1086/612649
  21. B. Cohen. & J. Kietzmann. (2014). Ride on! Mobility Business Models for The Sharing Economy. Organization and Environment, 27(3): 279-296. https://doi.org/10.1177/1086026614546199
  22. D. Sacks. (2011). The Sharing Economy, Fast Company. http://www.fastcompany.com/1747511/sharingeconomy.
  23. T. Henning-Thurau. V. Hennig. & H. Sattler. H. (2007). Consumer File Sharing of Motion Pictures. Journal of Marketing, 71(4), 1-18. https://doi.org/10.1509/jmkg.71.4.1
  24. C. P. Lamberton. & R. L. Rose. (2012). When Ours is Better Than Mine? A Framework for Understanding and Altering Participation in Commercial Sharing Systems. Journal of Marketing, 76(4), 109-125. https://doi.org/10.1509/jm.10.0368
  25. Y. S. Ko. (2014). A Study on Sharing Economy of the ICT development. The e-Business Studies, 15(6), 77-100. https://doi.org/10.15719/geba.15.6.201412.77
  26. S. S. Lee. (2017). A Study on Consumer Sharing Economy Service Usage Attitudes and Usage Intentions. Family and Environment Research, 55(2), 105-124. https://doi.org/10.6115/fer.2017.009
  27. E. J. Cho. & S. H. Suh. (2018). Factors Influencing the Using Intention of Shared Economy Services. Journal of Korea Technology Innovation Society, 21(4), 1411-1444.
  28. K. B. Pae. & D. S. Kang. (2019). The Sharing Economy Attractiveness on Sustainable Usage Intention-Focused on Chinese Car Sharing Services. Journal of China Studies, 22(4), 129-152. https://doi.org/10.20288/JCS.2019.22.4.129
  29. M. Toni. M. F. Renzi. & G. Mattia. (2018). Understanding the link between collaborative economy and sustainable behaviour: An empirical investigation. Journal of Cleaner Production, 172, 4467-4477. https://doi.org/10.1016/j.jclepro.2017.11.110
  30. C. Lang. & C. M. J. Armstrong. (2018). Collaborative consumption: The influence of fashion leadership, need for uniqueness, and materialism on female consumers' adoption of clothing renting and swapping. Sustainable Production and Consumption, 13, 37-47. https://doi.org/10.1016/j.spc.2017.11.005
  31. A. Malhotra. & M. Van Alstyne. (2014). The dark side of the sharing economy... and how to lighten it. Communications of the ACM, 57(11), 24-27. https://doi.org/10.1145/2668893
  32. C. H. Jung. & Y. S. Chung. (2020). An Empirical Study on the Factors Influencing the Continuance Intention in Sharing Economy Services. Journal of Management & Economics, 42(2), 131-151. https://doi.org/10.22828/MERI.2020.42.2.006
  33. E. Jung & H. Lee (2020). An analysis on guests' key attributes of AirBnb: How Korean customers make a choice about accommodation on airbnb? Relative importance using best-worst Scaling. Tourism Management, 44, 49-69.
  34. B. Kim (2019). Understanding key antecedents of consumer loyalty toward sharing-economy platforms: The case of Airbnb. Sustainability, 11, 5195. https://doi.org/10.3390/su11195195
  35. D. Y. Park., J. Y. Yoon., Y. J. Jeong. & B. S. Kim. (2020). Key Factors Affecting Customer's Repurchase Intention in the Context of Sharing Economy Platform: Focused on Airbnb. Journal of Digital Convergence, 18(12), 231-242. https://doi.org/10.14400/JDC.2020.18.12.231
  36. G. Zervas. D. Proserpio. & J. W. Byers. (2014). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research, 54(5), 687-705. https://doi.org/10.1509/jmr.15.0204
  37. H. J. Kim. & J. W. Byun. (2017). A Study on the effect of the Selection Attributes of a Social Deal Service on Service Satisfaction based on O2O : Focused on hotel accommodation and F&B guest. Journal of Tourism and Leisure Research, 29(7), 213-232.
  38. R. T. Rust. A. J. Zahorik. & T. L. Keiningham. (1995). Return on quality (ROQ): Making service quality financially accountable. The Journal of Marketing, 59(2), 58-70. https://doi.org/10.2307/1252073
  39. Y. J. Kim., M. K. Lee. & H. H. Yoon. (2014). The Influence of Foodservice Industry Female Staff's Social Support on Burnout : Focusing on Moderating Effects by Marital Status. Journal of Foodservice Management, 17(3), 77-99.
  40. J. S. Lee., H. S. Jeon. & M. S. Jeong. (2016). An Empirical Study on the Use Intention to Sharing Economy Services : Focusing on Price Sensitivity, Reliability and Technology Acceptance Model. Journal of Digital Convergence, 14(7), 57-72. https://doi.org/10.14400/JDC.2016.14.7.57
  41. B. Buczynski. (2013). Sharing is good: How to save money, time and resources through collaborative consumption. New Society Publishers.
  42. S. T. Kim. & N. J. Kim. (2017). Study on Users' Selection Attributes of Accommodation Sharing Platform : Focusing on Users of Airbnb. Journal of Tourism Studies, 29(2), 51-69. https://doi.org/10.21581/jts.2017.05.29.2.51
  43. E. Ert., A. Fleischer. & N. Magen. (2016). Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism management, 55, 62-73. https://doi.org/10.1016/j.tourman.2016.01.013
  44. N. Yacouel. & A. Fleischer. (2012). The role of cybermediaries in reputation building and price premiums in the online hotel market. Journal of Travel Research, 51(2), 219-226. https://doi.org/10.1177/0047287511400611
  45. Z. Mao. & J. Lyu. (2017). Why travelers use Airbnb again? An integrative approach to understanding travelers' repurchase intention. International Journal of Contemporary Hospitality Management., 29(9), 2464-2482. https://doi.org/10.1108/IJCHM-08-2016-0439
  46. B. S. Kim. & D. K. Kim. (2020). The Empirical Study on the Effects of Repurchase Intention on Airbnb: The Role of Emotions and Key Components of Airbnb. Knowledge Management Review, 21(4), 89-108. https://doi.org/10.15813/KMR.2020.21.4.005
  47. N. Stors. & A. Kagermeier. (2015). Motives for using Airbnb in metropolitan tourism-Why do people sleep in the bed of a stranger?. Regions Magazine, 299(1), 17-19. https://doi.org/10.1080/13673882.2015.11500081
  48. B. Kim. & D. Kim. (2020). Attracted to or locked in? Explaining consumer loyalty toward Airbnb. Sustainability, 12(7), 2814. https://doi.org/10.3390/su12072814
  49. T. K. Hui., D. Wan., & A. Ho. (2007). Tourists' satisfaction, recommendation and revisiting Singapore. Tourism management, 28(4), 965-975. https://doi.org/10.1016/j.tourman.2006.08.008
  50. C. H. Lien., M. J. Wen., L. C. Huang. & K. L. Wu. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/10.1016/j.apmrv.2015.03.005
  51. D. Wang. & J. L. Nicolau. (2017). Price determinants of sharing economy based accommodation rental: A study of listings from 33 cities on Airbnb.com. International Journal of Hospitality Management, 62, 120-131. https://doi.org/10.1016/j.ijhm.2016.12.007
  52. A. M. Abubakar. & M. Ilkan. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing & Management, 5(3), 192-201. https://doi.org/10.1016/j.jdmm.2015.12.005
  53. A. M. Abubakar., M. Ilkan., R. M. Al-Tal. & K. K. Eluwole. (2017). eWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management, 31, 220-227. https://doi.org/10.1016/j.jhtm.2016.12.005
  54. S. Hosany. & M. Witham. (2010). Dimensions of cruisers' experiences, satisfaction, and intention to recommend. Journal of Travel Research, 49(3), 351-364. https://doi.org/10.1177/0047287509346859
  55. V. Mittal. & W. A. Kamakura. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142. https://doi.org/10.1509/jmkr.38.1.131.18832
  56. L. J. Liang., H. C. Choi. & M. Joppe. (2018). Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 69, 41-48. https://doi.org/10.1016/j.ijhm.2017.10.015
  57. J. H. Mun., H. J. Jo. & S. J. Shin. (2017). A Study on Customers'Satisfaction and Medical Service Factors by Patient Types. Journal of Korea Service Management Society, 18(2), 25-50. https://doi.org/10.15706/jksms.2017.18.2.002
  58. B. S. Kang. (1999). Research Methodology for Causal Analysis. Seoul: MYPM.
  59. C. M. Koo. & J. I. Choi. (2008). An Empirical Study on the Effects of Organizational Absorptive Capacity on Firm's Performance. korean management review, 37(3), 515-536.
  60. I. P. Tussyadiah. & J. Pesonen. (2016). Impacts of peer-to-peer accommodation use on travel patterns. Journal of travel Research, 55(8), 1022-1040. https://doi.org/10.1177/0047287515608505
  61. I. P. Tussyadiah. (2016). Factors of satisfaction and intention to use peer-to- peer accommodation. International Journal of Hospitality Management, 55, 70-80. https://doi.org/10.1016/j.ijhm.2016.03.005
  62. S. P. Um. (2020). A Study on the Effect of the Service Property of a Airbnb on Service Satisfaction and Relationship Orientation. Journal of Tourism and Leisure Research, 32(4), 139-154. https://doi.org/10.31336/jtlr.2020.4.32.4.139
  63. Y. J. Kim., M. K. Lee. & H. H. Yoon. (2014). The Influence of Foodservice Industry Female Staff's Social Support on Burnout : Focusing on Moderating Effects by Marital Status. Journal of Foodservice Management, 17(3), 77-99.
  64. Y. J. Kim., Y. G. K. & H. H. Yoon. (2012). The Effects of Consumption Value Perceived by Resort Customers on Customer Satisfaction and Behavioral Intention : Focusing on Moderating Effects by Gender and Marital Status. Culinary Science & Hospitality Research, 18(3), 72-89. https://doi.org/10.20878/cshr.2012.18.3.006006006
  65. S. M. Yun. & T. U. Kim. (2021). A Study of the Relationship between SNS Review Characteristics, SNS Interactions and Booking Intentions of Hotel Customers: Focusing on the Mediating Effects of Conspicuous Self-Presentation of SNS. Journal of Tourism Management Research, 25(2), 373-391. https://doi.org/10.18604/tmro.2021.25.2.18