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http://dx.doi.org/10.15813/kmr.2020.21.4.005

The Empirical Study on the Effects of Repurchase Intention on Airbnb: The Role of Emotions and Key Components of Airbnb  

Kim, Byoungsoo (Business School, Yeungnam University)
Kim, Daekil (School of Communications and Media, Seoul Women's University)
Publication Information
Knowledge Management Research / v.21, no.4, 2020 , pp. 89-108 More about this Journal
Abstract
This study investigates key factors influencing customers' repurchase intention in the context of Airbnb. Positive and negative emotions formed after customer's first-hand experience are identified as vital antecedents in determining consumer's repurchase intention. This study posits authentic experience, amenities, and price fairness as the key characteristics of Airbnb. It clarifies the role of subjective norms and trend-seeking tendency in repurchase decisions. The proposed research model was analyzed for 306 customers with experience in using Airbnb via structural equation model. The analysis results showed that both positive and negative emotions have a significant effect on customer's repurchase intention. The results clarified the role of Airbnb's characteristic components on repurchase decisions. Finally, subjective norms and trend-seeking tendency had no significant impact on customer's repurchase intention. The results of this study are expected to help establish effective strategies for customer experience and marketing to achieve sustainable growth of Airbnb.
Keywords
Sharing Economy; Customer Emotion; Authentic Experience; Price Fairness; Airbnb;
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Times Cited By KSCI : 6  (Citation Analysis)
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