| dc.description.abstract | For this study, the purpose is to examine factors that affect guest’s satisfaction and their intention toward using peer-to-peer accommodation in Airbnb platform context. Total 203 respondents who once used Airbnb to book accommodation are surveyed. By using those surveyed data, guest satisfaction was recognized as being affected by factors of monetary benefits (intrinsic value) and electronic word-of-mouth. Furthermore, their intention toward using sharing accommodation services like Airbnb was determined by enjoyment, economic benefits, and sustainability dimension.
Structural Equation Modeling (SEM) is applied to confirm that economic benefits and its relationship with guest satisfaction have a significant contribution to future purchase intention toward house-sharing service. Besides, electronic word-of-mouth factor has effect on satisfaction and their relationship also contribute considerably to guest future intention. Moreover, in this study, sustainabllity dimension caught guest’s attention when using peer-to-peer accomodation services, especially Airbnb.
Practically speaking, the generated results suggest that Vietnamese host community consider those eco-friendly products and supplies. Besides, hosts should enhance the quality of online review. These can generate to guest satisfaction and their intention toward using peer-to-peer accommodation, especially Airbnb platform.
Keywords: Peer-to-peer accommodation, Sharing economy, Customer Satisfaction, Customer Behavior, SEM, Vietnam
Paper type: Research paper | en_US |
