Determinants of the continuance intention of Airbnb users : consumption values, co-creation, information overload and satisfaction

Sthapit, E ORCID: https://orcid.org/0000-0002-1650-3900, Del Chiappa, G, Coudounaris, DN and Bjork, P (2020) Determinants of the continuance intention of Airbnb users : consumption values, co-creation, information overload and satisfaction. Tourism Review, 75 (3). pp. 511-531. ISSN 0251-3102

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Abstract

Purpose: This study aims to examine the relationships among the dimensions of consumption values (functional, social and emotional), co-creation, information overload, satisfaction and continuance intention derived from the use of the Airbnb platform. Design/methodology/approach: A Web-based survey was conducted among Italians, and a valid sample of 259 persons was obtained for data analysis. Findings: The survey results indicated that only functional value and social value are strong predictors of satisfaction in the use of the Airbnb website for accommodation booking. Co-creation and absence of information overload also contribute to satisfaction with using the Airbnb website for accommodation booking, which in turn affects continuance intention. Research limitations/implications: The findings of this study are highly destination-specific, given that the authors collected the data only from Italian residents. The sample was based on a snowball sampling technique; thus, the study findings could be misrepresented because of sampling selection bias. Moreover, the study was limited to the use of three dimensions of consumption values, co-creation, information overload and satisfaction to predict continuance intention. Furthermore, the present study adopted a Web-based survey questionnaire. Practical implications: Managerial implications include recommendations for hosts to emphasise their prices when listing accommodations on the Airbnb website and to focus on active interaction with potential guests. Information on the website should also be organised to avoid information overload. Originality/value: This study allows a deeper understanding of users’ continuance intention with regards to the Airbnb website by exploring the possible determinants.