What Influences Behavioral Loyalty on Airbnb? Analyzing the Factors Affecting Repurchase of Listings
Location
Hilton Hawaiian Village, Honolulu, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
3-1-2024 12:00 AM
End Date
6-1-2024 12:00 AM
Description
This study explores the factors (i.e., various features of listings) that may affect repurchase of listings on Airbnb. The results show that host score has a significant positive effect on repurchase, while listing score is negatively associated with repurchase. When considering the moderating effect of price, higher listing score are more likely to encourage consumers to repeat purchase among high-priced listings. In contrast, the findings show a negative correlation between listing score and repurchase among low-priced listings. Additionally, the findings suggest these joint effects of price and listing score only exists when listing score is higher than host score. Our results offer guidance for hosts on Airbnb to develop effective marketing strategies to foster consumer loyalty and encourage repurchase.
Recommended Citation
Xie, Xiaoting; Zheng, Xiabing; and Shen, Xiaobei, "What Influences Behavioral Loyalty on Airbnb? Analyzing the Factors Affecting Repurchase of Listings" (2024). Hawaii International Conference on System Sciences 2024 (HICSS-57). 4.
https://aisel.aisnet.org/hicss-57/in/tourism/4
What Influences Behavioral Loyalty on Airbnb? Analyzing the Factors Affecting Repurchase of Listings
Hilton Hawaiian Village, Honolulu, Hawaii
This study explores the factors (i.e., various features of listings) that may affect repurchase of listings on Airbnb. The results show that host score has a significant positive effect on repurchase, while listing score is negatively associated with repurchase. When considering the moderating effect of price, higher listing score are more likely to encourage consumers to repeat purchase among high-priced listings. In contrast, the findings show a negative correlation between listing score and repurchase among low-priced listings. Additionally, the findings suggest these joint effects of price and listing score only exists when listing score is higher than host score. Our results offer guidance for hosts on Airbnb to develop effective marketing strategies to foster consumer loyalty and encourage repurchase.
https://aisel.aisnet.org/hicss-57/in/tourism/4