Airbnb stakeholders´ perceptions and behavioral intentions: the case of Airbnb in Vietnam

Detalhes bibliográficos
Autor(a) principal: Thuc, Do Thi Mai Doan
Data de Publicação: 2023
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.1/19675
Resumo: Research on Airbnb accommodation providers and consumers’ perception and behavioral intention has received much scholarly attention within the sharing economy literature in the recent decade. From the literature on consumer side, despite growing interest in studying the effect of electronic word-of-mouth (eWOM) on Airbnb customers’ perception and behavioral intentions through online review mining techniques, limited Airbnb related research was conducted as an empirical study to provide insight into how Airbnb customers with different personal characteristics adopt eWOM, and what are the drivers of their intention to spread positive WOM after the stay experience. In addition, it is worth noting that this study overlapped with the period of the global pandemic, COVID-19 - which has impacted this short-term rental platform seriously, however, less is known about Airbnb customers’ eWOM adoption process and Airbnb hosts’ decision making process in a health-related crisis. Moreover, the large proportion of the existing studies focus on the matured Airbnb markets, while cultural and situational factors were found to hold a great importance on influencing Airbnb stakeholders’ perception and their subsequent behaviours. Thus, this study aims to explore the perception and eWOM related behavioral intentions of Airbnb consumers; and to study the antecedents of Airbnb hosts’ continuance intention with the sharing platform in an emerging sharing economy market – Vietnam, especially in the setting of the global pandemic. Guided by the positivism paradigm, this research is a combination of four scientific papers which tend to achieve the aforementioned general objectives. More specifically, the first paper of this study utilized the Cognitive appraisal – Emotional response – Coping Behaviour model to re-examine the most commonly confirmed antecedents of consumers’ perceived values towards Airbnb and broadening the comprehension of how these perceived value affect Vietnamese Airbnb consumers’ satisfactions, and electronic and traditional word-of-mouth ((e)WOM) intention. The findings confirmed the significant role of perceived functional benefits, monetary values, and hedonic benefits on encouraging Airbnb consumers’ positive (e)WOM intention directly or indirectly via satisfaction with their stay experience. Results also revealed that the relationships among social interaction, novelty, sustainability, and customer satisfaction were not significant in the Vietnamese Airbnb market. These contradictory findings provide stronger evidence on the critical influence of cultural values in Airbnb customers’ perception and behavioral intentions. Moreover, the novelty of this study lies in the confirmation of the impact of traditional WOM intention on eWOM intention from the message communicators’ perspective, in which this finding has not been discussed until now in any research context. Second, through extending the Stimuli – Organism – Response model, the next paper of this research expands our understanding of the determinants of Airbnb customer loyalty beyond the well-established contribution of customer satisfaction, since it identified the influential role of perceived enjoyment on Airbnb customers’ intention to spread positive comments towards this accommodation sharing platform. Moreover, the theoretical contribution of this study is also related to the investigation of the moderating role of Airbnb customers’ sociodemographic and tripographic characteristics in the associations among perceived enjoyment, its antecedents (home benefits, social interaction, authenticity and monetary value) and consequences (eWOM intention). The results revealed that these relationships remain unchanged among the different groups of customers, except business travellers, which offer a foundation for the empirical comprehension of this emerging Airbnb target market segment. To achieve the research objectives of the first two studies, an online survey-based questionnaire using a non-probabilistic sampling method was applied to collect data on a sample of Vietnamese customers who had experienced Airbnb accommodation within a year before the period of data collection. A total of 352 questionnaires were collected, from which 163 and 162 eligible Airbnb users in Studies 1 and 2 respectively were retained for data analysis by the application of the Partial Least Square approach to SEM (PLS-SEM). Third, guided by the conclusion of customers’ distinct eWOM adoption in the literature, this part of the research aims to provide an empirical evidence on explaining the contradictory findings regarding the effect of eWOM on Airbnb consumers’ behavioral intentions through considering the moderating role of consumers’ sense of power and perceived psychological risk towards COVID-19. Furthermore, this work also takes into account the importance of cultural differences in Airbnb customers’ behavioral intentions by carrying out a cross-national study among Italy, Portugal and Vietnam. More particularly, this study expanded the Model of Goal directed Behavior (MGB) to investigate how eWOM influences Airbnb existing and prospective customers’ desire to book Airbnb accommodation indirectly through attitude, subjective norms, perceived behavioral control, anticipated emotions, and trust in hosts which consequently lead to their purchase intention. In order to test the proposed hypotheses, an electronic survey was conducted in these three countries which resulted in a total sample of 1,849 respondents (including 1,146 Italian, 262 Portuguese and 441 Vietnamese Airbnb users and non-users). Airbnb non-users are defined as those who are aware of the Airbnb platform but have never experienced it before. The collected data were later analysed by also using PLS-SEM. The findings found the different moderating role of sense of power and psychological risk in Airbnb customers’ eWOM adoption process across these three research contexts, which confirmed the significance of cultural and situation factors in studying eWOM and Airbnb customers’ behavioral intentions. Furthermore, desire to book the shared accommodation was found as the most influential factor in customers’ purchase intention, which confirmed the suitability of the MGB in studying Airbnb customers’ behavioral intentions in the uncertain situation brought by a global pandemic. Fourth, the final part of this research shifts the focus to Airbnb accommodation service provider – Airbnb hosts in order to examine the antecedents of their continuance intention with the platform during the COVID-19 pandemic. Airbnb hosts are usually considered as micro-entrepreneurs that are not professionally trained in hotel management. Grounded on the Theory of Planned Behavior (TPB), this study proposes a conceptual framework integrating TPB constructs including Airbnb hosts’ attitude, subjective norms and perceived behavioral control, and a dedication-based factor, so called trust towards Airbnb to study their loyalty intention along with the moderating effect of Superhost badge on the modeled relationships. A sample of 160 Vietnamese Airbnb hosts was observed through an electronic survey and data were later analyzed with PLS-SEM. Findings showed that Airbnb hosts’ attitude, perceived behavioral control and trust towards Airbnb significantly impact their intent to continue listing the assets on the platform. Last but not least, findings confirmed the existence of the moderating role of Airbnb hosts’ status in their decision-making process during an unprecedented pandemic. Thus, this study subsequently enriches the literature on the accommodation sharing industry from the lens of different types of accommodation service providers and contributes to advancing the theory in the field of micro-entrepreneurs’ response towards crises. This research provides practical implications in two specific ways. First, the findings of this study shed light on Airbnb platform management and Airbnb hosts’s understanding of Vietnamese Airbnb customers’ perceived values, their perception towards the shared accommodation and subsequent eWOM related behavioral intentions. Second, these results also support the platform management company and local authorities in setting up effective management strategies to reduce Airbnb guests and hosts’ perceived risks of the crisis, enhance their mutual trusts and trust towards the platform which finally increase their satisfaction and loyalty in the setting of COVID-19 or similar crises in future.
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spelling Airbnb stakeholders´ perceptions and behavioral intentions: the case of Airbnb in VietnamConsumidores do airbnbValor percecionadoSatisfaçãoEwomAnfitriões do airbnbConfiançaIntenção de continuidadeVietnameResearch on Airbnb accommodation providers and consumers’ perception and behavioral intention has received much scholarly attention within the sharing economy literature in the recent decade. From the literature on consumer side, despite growing interest in studying the effect of electronic word-of-mouth (eWOM) on Airbnb customers’ perception and behavioral intentions through online review mining techniques, limited Airbnb related research was conducted as an empirical study to provide insight into how Airbnb customers with different personal characteristics adopt eWOM, and what are the drivers of their intention to spread positive WOM after the stay experience. In addition, it is worth noting that this study overlapped with the period of the global pandemic, COVID-19 - which has impacted this short-term rental platform seriously, however, less is known about Airbnb customers’ eWOM adoption process and Airbnb hosts’ decision making process in a health-related crisis. Moreover, the large proportion of the existing studies focus on the matured Airbnb markets, while cultural and situational factors were found to hold a great importance on influencing Airbnb stakeholders’ perception and their subsequent behaviours. Thus, this study aims to explore the perception and eWOM related behavioral intentions of Airbnb consumers; and to study the antecedents of Airbnb hosts’ continuance intention with the sharing platform in an emerging sharing economy market – Vietnam, especially in the setting of the global pandemic. Guided by the positivism paradigm, this research is a combination of four scientific papers which tend to achieve the aforementioned general objectives. More specifically, the first paper of this study utilized the Cognitive appraisal – Emotional response – Coping Behaviour model to re-examine the most commonly confirmed antecedents of consumers’ perceived values towards Airbnb and broadening the comprehension of how these perceived value affect Vietnamese Airbnb consumers’ satisfactions, and electronic and traditional word-of-mouth ((e)WOM) intention. The findings confirmed the significant role of perceived functional benefits, monetary values, and hedonic benefits on encouraging Airbnb consumers’ positive (e)WOM intention directly or indirectly via satisfaction with their stay experience. Results also revealed that the relationships among social interaction, novelty, sustainability, and customer satisfaction were not significant in the Vietnamese Airbnb market. These contradictory findings provide stronger evidence on the critical influence of cultural values in Airbnb customers’ perception and behavioral intentions. Moreover, the novelty of this study lies in the confirmation of the impact of traditional WOM intention on eWOM intention from the message communicators’ perspective, in which this finding has not been discussed until now in any research context. Second, through extending the Stimuli – Organism – Response model, the next paper of this research expands our understanding of the determinants of Airbnb customer loyalty beyond the well-established contribution of customer satisfaction, since it identified the influential role of perceived enjoyment on Airbnb customers’ intention to spread positive comments towards this accommodation sharing platform. Moreover, the theoretical contribution of this study is also related to the investigation of the moderating role of Airbnb customers’ sociodemographic and tripographic characteristics in the associations among perceived enjoyment, its antecedents (home benefits, social interaction, authenticity and monetary value) and consequences (eWOM intention). The results revealed that these relationships remain unchanged among the different groups of customers, except business travellers, which offer a foundation for the empirical comprehension of this emerging Airbnb target market segment. To achieve the research objectives of the first two studies, an online survey-based questionnaire using a non-probabilistic sampling method was applied to collect data on a sample of Vietnamese customers who had experienced Airbnb accommodation within a year before the period of data collection. A total of 352 questionnaires were collected, from which 163 and 162 eligible Airbnb users in Studies 1 and 2 respectively were retained for data analysis by the application of the Partial Least Square approach to SEM (PLS-SEM). Third, guided by the conclusion of customers’ distinct eWOM adoption in the literature, this part of the research aims to provide an empirical evidence on explaining the contradictory findings regarding the effect of eWOM on Airbnb consumers’ behavioral intentions through considering the moderating role of consumers’ sense of power and perceived psychological risk towards COVID-19. Furthermore, this work also takes into account the importance of cultural differences in Airbnb customers’ behavioral intentions by carrying out a cross-national study among Italy, Portugal and Vietnam. More particularly, this study expanded the Model of Goal directed Behavior (MGB) to investigate how eWOM influences Airbnb existing and prospective customers’ desire to book Airbnb accommodation indirectly through attitude, subjective norms, perceived behavioral control, anticipated emotions, and trust in hosts which consequently lead to their purchase intention. In order to test the proposed hypotheses, an electronic survey was conducted in these three countries which resulted in a total sample of 1,849 respondents (including 1,146 Italian, 262 Portuguese and 441 Vietnamese Airbnb users and non-users). Airbnb non-users are defined as those who are aware of the Airbnb platform but have never experienced it before. The collected data were later analysed by also using PLS-SEM. The findings found the different moderating role of sense of power and psychological risk in Airbnb customers’ eWOM adoption process across these three research contexts, which confirmed the significance of cultural and situation factors in studying eWOM and Airbnb customers’ behavioral intentions. Furthermore, desire to book the shared accommodation was found as the most influential factor in customers’ purchase intention, which confirmed the suitability of the MGB in studying Airbnb customers’ behavioral intentions in the uncertain situation brought by a global pandemic. Fourth, the final part of this research shifts the focus to Airbnb accommodation service provider – Airbnb hosts in order to examine the antecedents of their continuance intention with the platform during the COVID-19 pandemic. Airbnb hosts are usually considered as micro-entrepreneurs that are not professionally trained in hotel management. Grounded on the Theory of Planned Behavior (TPB), this study proposes a conceptual framework integrating TPB constructs including Airbnb hosts’ attitude, subjective norms and perceived behavioral control, and a dedication-based factor, so called trust towards Airbnb to study their loyalty intention along with the moderating effect of Superhost badge on the modeled relationships. A sample of 160 Vietnamese Airbnb hosts was observed through an electronic survey and data were later analyzed with PLS-SEM. Findings showed that Airbnb hosts’ attitude, perceived behavioral control and trust towards Airbnb significantly impact their intent to continue listing the assets on the platform. Last but not least, findings confirmed the existence of the moderating role of Airbnb hosts’ status in their decision-making process during an unprecedented pandemic. Thus, this study subsequently enriches the literature on the accommodation sharing industry from the lens of different types of accommodation service providers and contributes to advancing the theory in the field of micro-entrepreneurs’ response towards crises. This research provides practical implications in two specific ways. First, the findings of this study shed light on Airbnb platform management and Airbnb hosts’s understanding of Vietnamese Airbnb customers’ perceived values, their perception towards the shared accommodation and subsequent eWOM related behavioral intentions. Second, these results also support the platform management company and local authorities in setting up effective management strategies to reduce Airbnb guests and hosts’ perceived risks of the crisis, enhance their mutual trusts and trust towards the platform which finally increase their satisfaction and loyalty in the setting of COVID-19 or similar crises in future.Silva, João AlbinoPereira, Luís NobreSapientiaThuc, Do Thi Mai Doan2023-05-112024-06-07T00:00:00Z2023-05-11T00:00:00Zdoctoral thesisinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://hdl.handle.net/10400.1/19675enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-11-29T10:37:12Zoai:sapientia.ualg.pt:10400.1/19675Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-11-29T10:37:12Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Airbnb stakeholders´ perceptions and behavioral intentions: the case of Airbnb in Vietnam
title Airbnb stakeholders´ perceptions and behavioral intentions: the case of Airbnb in Vietnam
spellingShingle Airbnb stakeholders´ perceptions and behavioral intentions: the case of Airbnb in Vietnam
Thuc, Do Thi Mai Doan
Consumidores do airbnb
Valor percecionado
Satisfação
Ewom
Anfitriões do airbnb
Confiança
Intenção de continuidade
Vietname
title_short Airbnb stakeholders´ perceptions and behavioral intentions: the case of Airbnb in Vietnam
title_full Airbnb stakeholders´ perceptions and behavioral intentions: the case of Airbnb in Vietnam
title_fullStr Airbnb stakeholders´ perceptions and behavioral intentions: the case of Airbnb in Vietnam
title_full_unstemmed Airbnb stakeholders´ perceptions and behavioral intentions: the case of Airbnb in Vietnam
title_sort Airbnb stakeholders´ perceptions and behavioral intentions: the case of Airbnb in Vietnam
author Thuc, Do Thi Mai Doan
author_facet Thuc, Do Thi Mai Doan
author_role author
dc.contributor.none.fl_str_mv Silva, João Albino
Pereira, Luís Nobre
Sapientia
dc.contributor.author.fl_str_mv Thuc, Do Thi Mai Doan
dc.subject.por.fl_str_mv Consumidores do airbnb
Valor percecionado
Satisfação
Ewom
Anfitriões do airbnb
Confiança
Intenção de continuidade
Vietname
topic Consumidores do airbnb
Valor percecionado
Satisfação
Ewom
Anfitriões do airbnb
Confiança
Intenção de continuidade
Vietname
description Research on Airbnb accommodation providers and consumers’ perception and behavioral intention has received much scholarly attention within the sharing economy literature in the recent decade. From the literature on consumer side, despite growing interest in studying the effect of electronic word-of-mouth (eWOM) on Airbnb customers’ perception and behavioral intentions through online review mining techniques, limited Airbnb related research was conducted as an empirical study to provide insight into how Airbnb customers with different personal characteristics adopt eWOM, and what are the drivers of their intention to spread positive WOM after the stay experience. In addition, it is worth noting that this study overlapped with the period of the global pandemic, COVID-19 - which has impacted this short-term rental platform seriously, however, less is known about Airbnb customers’ eWOM adoption process and Airbnb hosts’ decision making process in a health-related crisis. Moreover, the large proportion of the existing studies focus on the matured Airbnb markets, while cultural and situational factors were found to hold a great importance on influencing Airbnb stakeholders’ perception and their subsequent behaviours. Thus, this study aims to explore the perception and eWOM related behavioral intentions of Airbnb consumers; and to study the antecedents of Airbnb hosts’ continuance intention with the sharing platform in an emerging sharing economy market – Vietnam, especially in the setting of the global pandemic. Guided by the positivism paradigm, this research is a combination of four scientific papers which tend to achieve the aforementioned general objectives. More specifically, the first paper of this study utilized the Cognitive appraisal – Emotional response – Coping Behaviour model to re-examine the most commonly confirmed antecedents of consumers’ perceived values towards Airbnb and broadening the comprehension of how these perceived value affect Vietnamese Airbnb consumers’ satisfactions, and electronic and traditional word-of-mouth ((e)WOM) intention. The findings confirmed the significant role of perceived functional benefits, monetary values, and hedonic benefits on encouraging Airbnb consumers’ positive (e)WOM intention directly or indirectly via satisfaction with their stay experience. Results also revealed that the relationships among social interaction, novelty, sustainability, and customer satisfaction were not significant in the Vietnamese Airbnb market. These contradictory findings provide stronger evidence on the critical influence of cultural values in Airbnb customers’ perception and behavioral intentions. Moreover, the novelty of this study lies in the confirmation of the impact of traditional WOM intention on eWOM intention from the message communicators’ perspective, in which this finding has not been discussed until now in any research context. Second, through extending the Stimuli – Organism – Response model, the next paper of this research expands our understanding of the determinants of Airbnb customer loyalty beyond the well-established contribution of customer satisfaction, since it identified the influential role of perceived enjoyment on Airbnb customers’ intention to spread positive comments towards this accommodation sharing platform. Moreover, the theoretical contribution of this study is also related to the investigation of the moderating role of Airbnb customers’ sociodemographic and tripographic characteristics in the associations among perceived enjoyment, its antecedents (home benefits, social interaction, authenticity and monetary value) and consequences (eWOM intention). The results revealed that these relationships remain unchanged among the different groups of customers, except business travellers, which offer a foundation for the empirical comprehension of this emerging Airbnb target market segment. To achieve the research objectives of the first two studies, an online survey-based questionnaire using a non-probabilistic sampling method was applied to collect data on a sample of Vietnamese customers who had experienced Airbnb accommodation within a year before the period of data collection. A total of 352 questionnaires were collected, from which 163 and 162 eligible Airbnb users in Studies 1 and 2 respectively were retained for data analysis by the application of the Partial Least Square approach to SEM (PLS-SEM). Third, guided by the conclusion of customers’ distinct eWOM adoption in the literature, this part of the research aims to provide an empirical evidence on explaining the contradictory findings regarding the effect of eWOM on Airbnb consumers’ behavioral intentions through considering the moderating role of consumers’ sense of power and perceived psychological risk towards COVID-19. Furthermore, this work also takes into account the importance of cultural differences in Airbnb customers’ behavioral intentions by carrying out a cross-national study among Italy, Portugal and Vietnam. More particularly, this study expanded the Model of Goal directed Behavior (MGB) to investigate how eWOM influences Airbnb existing and prospective customers’ desire to book Airbnb accommodation indirectly through attitude, subjective norms, perceived behavioral control, anticipated emotions, and trust in hosts which consequently lead to their purchase intention. In order to test the proposed hypotheses, an electronic survey was conducted in these three countries which resulted in a total sample of 1,849 respondents (including 1,146 Italian, 262 Portuguese and 441 Vietnamese Airbnb users and non-users). Airbnb non-users are defined as those who are aware of the Airbnb platform but have never experienced it before. The collected data were later analysed by also using PLS-SEM. The findings found the different moderating role of sense of power and psychological risk in Airbnb customers’ eWOM adoption process across these three research contexts, which confirmed the significance of cultural and situation factors in studying eWOM and Airbnb customers’ behavioral intentions. Furthermore, desire to book the shared accommodation was found as the most influential factor in customers’ purchase intention, which confirmed the suitability of the MGB in studying Airbnb customers’ behavioral intentions in the uncertain situation brought by a global pandemic. Fourth, the final part of this research shifts the focus to Airbnb accommodation service provider – Airbnb hosts in order to examine the antecedents of their continuance intention with the platform during the COVID-19 pandemic. Airbnb hosts are usually considered as micro-entrepreneurs that are not professionally trained in hotel management. Grounded on the Theory of Planned Behavior (TPB), this study proposes a conceptual framework integrating TPB constructs including Airbnb hosts’ attitude, subjective norms and perceived behavioral control, and a dedication-based factor, so called trust towards Airbnb to study their loyalty intention along with the moderating effect of Superhost badge on the modeled relationships. A sample of 160 Vietnamese Airbnb hosts was observed through an electronic survey and data were later analyzed with PLS-SEM. Findings showed that Airbnb hosts’ attitude, perceived behavioral control and trust towards Airbnb significantly impact their intent to continue listing the assets on the platform. Last but not least, findings confirmed the existence of the moderating role of Airbnb hosts’ status in their decision-making process during an unprecedented pandemic. Thus, this study subsequently enriches the literature on the accommodation sharing industry from the lens of different types of accommodation service providers and contributes to advancing the theory in the field of micro-entrepreneurs’ response towards crises. This research provides practical implications in two specific ways. First, the findings of this study shed light on Airbnb platform management and Airbnb hosts’s understanding of Vietnamese Airbnb customers’ perceived values, their perception towards the shared accommodation and subsequent eWOM related behavioral intentions. Second, these results also support the platform management company and local authorities in setting up effective management strategies to reduce Airbnb guests and hosts’ perceived risks of the crisis, enhance their mutual trusts and trust towards the platform which finally increase their satisfaction and loyalty in the setting of COVID-19 or similar crises in future.
publishDate 2023
dc.date.none.fl_str_mv 2023-05-11
2023-05-11T00:00:00Z
2024-06-07T00:00:00Z
dc.type.driver.fl_str_mv doctoral thesis
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