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The Effects of Perceived Risk, Brand Credibility and Past Experience on Purchase Intention in the Airbnb Context

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  • Soo-Hyun Jun

    (Department of Tourism Management, Keimyung University, Daegu 42601, Korea)

Abstract

This study investigated the main effects of perceived risks, brand credibility and past experience on intention to stay at Airbnb places and the interaction effects of past experience with perceived risks and brand credibility on intention to stay. A survey research method was utilized in South Korea. Our study is the first study to have applied and supported Jacoby and Kaplan’s six constructs in explaining consumers’ risk perceptions in the Airbnb context. One of the primary findings of this study was that past experience played a significant moderating role in the Airbnb context. Social risk and psychological risk had negative effects and performance risk had a positive effect on Airbnb users’ intention to stay. With regard to non-users, psychological risk had a negative effect on intention to stay. These findings indicate that Airbnb users consider more specific risks based on their prior experiences of Airbnb use. This study also revealed that brand credibility had the strongest influence on both Airbnb users’ and non-users’ intention to stay. Consistent with previous research, this finding indicates that brand credibility is a critical variable in consumer decision-making for the intangible and heterogeneous products like accommodation. Based on these findings, theoretical and managerial implications were provided, and limitations and future research were discussed.

Suggested Citation

  • Soo-Hyun Jun, 2020. "The Effects of Perceived Risk, Brand Credibility and Past Experience on Purchase Intention in the Airbnb Context," Sustainability, MDPI, vol. 12(12), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:12:p:5212-:d:376622
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    References listed on IDEAS

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    Cited by:

    1. Rossmannek, Oliver & David, Natalie A. & Schramm-Klein, Hanna & van der Borgh, Michel, 2024. "Customer misbehavior and service providers’ risk perception in the sharing economy," Journal of Business Research, Elsevier, vol. 170(C).
    2. Küster, Inés & Pascual, Juan J., 2021. "Non-monetary price perceived in e-peer-to peer accommodation. Airbnb guests’ perspective," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    3. Chaang-Iuan Ho & Tzong-Shyuan Chen & Chin-Pei Li, 2023. "Airbnb’s Negative Externalities from the Consumer’s Perspective: How the Effects Influence the Booking Intention of Potential Guests," Sustainability, MDPI, vol. 15(11), pages 1-28, May.
    4. Mohamed Fathy Agina & Nadir Aliane & Osman El Sawy & Hazem Ahmed Khairy & Sameh Fayyad, 2023. "Risks in Relation to Adopting Airbnb Accommodation: The Role of Fear of COVID-19," Sustainability, MDPI, vol. 15(6), pages 1-19, March.
    5. Rossmannek, Oliver & David, Natalie & Schramm-Klein, Hanna, 2022. "Suppliers’ loyalty to their sharing platform: The influence of multiple roles," Journal of Business Research, Elsevier, vol. 143(C), pages 272-281.
    6. Gilchrist, Kate & Maier, George, 2022. "Women who host: an intersectional critique of rentier capitalism on AirBnB," LSE Research Online Documents on Economics 113677, London School of Economics and Political Science, LSE Library.
    7. George Maier & Kate R. Gilchrist, 2022. "Women who host: An intersectional critique of rentier capitalism on AirBnB," Gender, Work and Organization, Wiley Blackwell, vol. 29(3), pages 817-829, May.
    8. Monika Hajdas & Ryszard Kłeczek, 2024. "Victims: the missing piece in stakeholder-focused brand management puzzles," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 331-344, May.
    9. Katharina Stolz, 2022. "Why Do(n’t) We Buy Second-Hand Luxury Products?," Sustainability, MDPI, vol. 14(14), pages 1-24, July.
    10. Chrysa Agapitou & Anna Liana & Dimitrios Folinas & Aggeliki Konstantoglou, 2020. "Airbnb Is Customers’ Choice: Empirical Findings from a Survey," Sustainability, MDPI, vol. 12(15), pages 1-13, July.

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