The salient role of media richness, host-guest relationship, and guest satisfaction in fostering airbnb guests’ repurchase intention

Abstract

This study aims to assess the direct and indirect effects of media richness and the host-guest relationship on guests’ Airbnb repurchase intention. It also examines the mediating role of guest satisfaction and the moderating role of the sharing economy ethos. Data was collected via an online survey among consumers who had already experienced using Airbnb accommodation service. It yielded 261 complete and usable questionnaires. Structural Equation Modeling – Partial Least Square (PLS-SEM) approach has been used to analyse the data. The result of this study supported all hypothesised direct and indirect relationships. However, the moderating effect of the sharing economy ethos was not supported.