Enhancing consumer repurchase intention towards Airbnb

Abstract

Airbnb is the world largest accommodation platform, and it has expanded rapidly across the world since 2008. However, the growth rate of Airbnb is slower than the hotel industry in the hospitality market. In Malaysia, Airbnb is also facing strong competition with the hotel industry in the hospitality market. The average hotel occupancy level is roughly 65%, but the occupancy rate of Airbnb in Malaysia is much lower than the hotel industry. It is important for marketers to focus on factors that can lead to repurchase intention of Airbnb. Thus, the purpose of this study is to examine the factors that affect the user's adoption of the Airbnb website and guest's satisfaction with the Airbnb stay, as well as Airbnb's repurchase intention. A total of 143 samples were collected using quantitative method through Google Form. Purposive sampling technique was employed to select respondents who have stayed with Airbnb before. Structural equation modelling (SEM) was employed for data analysis. The findings indicated that perceived ease of use (PEOU) and perceived usefulness (PU) of the Airbnb website have positive and significant effects on consumer attitudes toward the Airbnb website. In contrast, the trust of the Airbnb website has no effect on consumer attitudes. Besides, amenities in the Airbnb property and host-guest relationship have a positive and significant effect on consumer satisfaction. Additionally, consumers' attitudes toward the Airbnb website and consumers' satisfaction also have a positive and significant effect on their repurchase intention on Airbnb. This study is expected to contribute to Airbnb website developer, Airbnb hosts, and Airbnb marketing team regarding the factors influencing consumer attitudes and satisfaction, which ultimately lead to repurchase intention.