• Journal of Digital Convergence
• /
• v.20 no.4
• /
• pp.269-278
• /
• 2022

Recently, the travel and lodging industries have been suffering from the spread of COVID-19. But Airbnb recovered its profits with a differentiated strategy. This study identified the characteristics of Airbnb and examined their effects on customer's revisit intention in the Airbnb context. Perceived value, trust about Airbnb, and social norms were considered as the key factors of revisit intention. In addition, the effects of relative attractiveness, brand identification, and enjoyment on perceived value and trust about Airbnb were examined. The proposed research model was tested based on 285 consumers who had Airbnb experience more than twice. The analysis results showed that relative attractiveness, brand identification, and enjoyment had a significant influence on perceived value and trust. Perceived value had a significant influence on revisit intention. However, trust about Airbnb and social norms did not significantly affect revisit intention. Moreover, ths analysis results found no significant moderating effect of share of wallet. Based on the results of this study, Airbnb would establish effective marketing and operation strategies by understanding the formation mechanism of consumer's revisit intention toward Airbnb.

• Journal of Digital Convergence
• /
• v.18 no.12
• /
• pp.231-242
• /
• 2020

Due to fierce market competition and COVID-19, it becomes increasingly important for sharing economic platform companies to develop a long-term relationship with customers. In this regard, this study explores the mechanism of customer's repurchase decision making in the context of Airbnb. This study posits customer satisfaction and brand image as the key factors in forming customer's repurchase intention toward Airbnb. It also investigates the effects of price fairness, authentic experience, enjoyment, Airbnb trust and host trust on customer's repurchase intention. This study validated the research hypothesis with 154 customers using Airbnb. The analysis results showed that both customer satisfaction and brand image have a significant impact on repurchase intention and explain 62.0% of its variance. Enjoyment, true experience, and Airbnb trust had significant effects on customer satisfaction, while price fairness and host trust had no significant impact on it. The results revealed that price fairness, authentic experience, enjoyment, and Airbnb trust are significantly associated with brand image, while host trust is not significantly related to it. The results of this study are expected to provide academic and practical implications by enhancing the understanding of customer's repurchasing decision in the context of sharing economic platform.

• Information Systems Review
• /
• v.21 no.2
• /
• pp.69-89
• /
• 2019

Recently, consumers are increasingly interested in the sharing economy, which utilizes various resources by sharing unused or under-used products/services with others. This study focuses on Airbnb, a representative sharing economy platform, to identify the success factors of the sharing accommodation services. The key properties of sharing accommodation services are extensively surveyed from extant literature and are classified them into the three important factors (economic, convenience, and trust) that influence the success of room-sharing services. The research data include 1,673 Airbnb hosts who offered accommodations in New York City, USA, in June 2018. The research variables of economic-, convenience-, and trust-related factors are utilized in the empirical analyses. The results of this study show that the number of available facilities, flexibility of refunds, the response rate and time to customer requests, and the status of Super host are positively associated with guest satisfaction from sharing accommodation services. This study bears significant managerial implications by suggesting a set of practical guidelines to participants in sharing accommodation services.

• Journal of Intelligence and Information Systems
• /
• v.27 no.3
• /
• pp.1-27
• /
• 2021

The entire tourism industry is being hit hard by the COVID-19 as a global pandemic. Accommodation sharing services such as Airbnb, which have recently expanded due to the spread of the sharing economy, are particularly affected by the pandemic because transactions are made based on trust and communication between consumer and supplier. As the pandemic situation changes individuals' perceptions and behavior of travel, strategies for the recovery of the tourism industry have been discussed. However, since most studies present macro strategies in terms of traditional lodging providers and the government, there is a significant lack of discussion on differentiated pandemic response strategies considering the peculiarity of the sharing economy centered on peer-to-peer transactions. This study discusses the marketing strategy for individual hosts of Airbnb during COVID-19. We empirically analyze the effect of changes in listing descriptions posted by the Airbnb hosts on listing performance after COVID-19 was outbroken. We extract nine aspects described in the listing descriptions using the Attention-Based Aspect Extraction model, which is a deep learning-based aspect extraction method. We model the effect of aspect changes on listing performance after the COVID-19 by observing the frequency of each aspect appeared in the text. In addition, we compare those effects across the types of Airbnb listing. Through this, this study presents an idea for a pandemic crisis response strategy that individual service providers of accommodation sharing services can take depending on the listing type.