The Effects of Perceived Risk, Brand Credibility and Past Experience on Purchase Intention in the Airbnb Context
Abstract
:1. Introduction
2. Literature Review
2.1. Theoretical Background
2.2. Perceived Risk
2.3. Brand Credibility
2.4. Past Experience
3. Methods
4. Results
5. Conclusions
5.1. Discussion
5.2. Limitations and Future Research
Funding
Conflicts of Interest
References
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Total (n = 736) | Airbnb Users (n = 415) | Airbnb Non-Users (n = 321) | ||||
---|---|---|---|---|---|---|
Personal Characteristics | Frequency | % | Frequency | % | Frequency | % |
Gender | ||||||
Male | 260 | 35.3 | 144 | 34.7 | 116 | 36.1 |
Female | 476 | 64.7 | 271 | 65.3 | 205 | 63.9 |
Age | ||||||
20–29 | 276 | 37.5 | 184 | 44.3 | 92 | 28.7 |
30–39 | 243 | 33.0 | 126 | 30.4 | 117 | 36.4 |
40–49 | 172 | 23.4 | 80 | 19.3 | 92 | 28.7 |
50–59 | 45 | 6.1 | 25 | 6.0 | 20 | 6.2 |
Level of Education | ||||||
High school graduate | 83 | 11.3 | 46 | 11.1 | 37 | 11.5 |
University/college graduate | 547 | 74.3 | 292 | 70.4 | 255 | 79.4 |
Masters or Ph.D. graduate | 102 | 13.9 | 75 | 18.1 | 27 | 8.4 |
Others | 4 | 0.5 | 2 | 0.5 | 2 | 0.6 |
Monthly Household Income | ||||||
–$1749 | 60 | 8.2 | 25 | 6.0 | 35 | 10.9 |
$1750–$3499 | 215 | 29.2 | 105 | 25.3 | 110 | 34.3 |
$3500–$5249 | 223 | 30.3 | 106 | 25.5 | 117 | 36.4 |
$5250–$6999 | 132 | 17.9 | 95 | 22.9 | 37 | 11.5 |
$7000–$8749 | 73 | 9.9 | 54 | 13.0 | 19 | 5.9 |
$8750 | 33 | 4.5 | 30 | 7.2 | 3 | 0.9 |
Place of Residence | ||||||
Seoul | 298 | 40.5 | 187 | 45.1 | 111 | 34.6 |
Incheon, Gyeonggido | 213 | 28.9 | 113 | 27.2 | 100 | 31.2 |
Daejeon, Chungcheongdo, Gangwondo | 55 | 7.5 | 18 | 4.3 | 37 | 11.5 |
Daegu, Gyeongsangbukdo | 50 | 6.8 | 30 | 7.2 | 20 | 6.2 |
Busan, Gyeongsangnamdo | 85 | 11.5 | 50 | 12.0 | 35 | 10.9 |
Gwangju, Jeollado, Jejudo | 35 | 4.8 | 17 | 4.1 | 18 | 5.6 |
Factor Loadings | Eigen-Value | Variance (%) | Cronbach’s Alpha | |
---|---|---|---|---|
Performance Risk | 3.472 | 16.535 | 0.903 | |
I worry that the Airbnb place/listing will not match the photos posted online | 0.888 | |||
I worry that the Airbnb place/listing will not match the descriptions posted online | 0.864 | |||
I worry that the Airbnb place/listing would not be clean | 0.825 | |||
I am concerned that the Airbnb host would treat me unkindly | 0.670 | |||
Financial Risk | 2.960 | 14.093 | 0.889 | |
I am concerned about whether an Airbnb place is more expensive than hotel rooms in the same area | 0.867 | |||
I am concerned that an Airbnb place is overpriced considering the quality | 0.818 | |||
I am concerned if the price of an accommodation on the Airbnb website is more expensive compared to other travel websites | 0.759 | |||
I am concerned that staying at an Airbnb place could involve financial losses | 0.613 | |||
Physical Risk | 2.421 | 11.531 | 0.924 | |
I am concerned that staying at an Airbnb place/listing would lead to something bad happening to me | 0.837 | |||
I worry that the Airbnb host may do something bad to me | 0.790 | |||
I am concerned that it may not be safe to stay at an Airbnb place/listing | 0.749 | |||
Social Risk | 2.726 | 12.983 | 0.940 | |
Staying at an Airbnb place/listing will adversely affect others’ opinion of me | 0.852 | |||
I would be thought of as foolish by people whose opinion I value if I stay at an Airbnb place/listing | 0.830 | |||
The thought of staying at an Airbnb place/listing causes me concern because some friends would think I was just being showy | 0.823 | |||
Time Risk | 3.468 | 16.513 | 0.944 | |
Using Airbnb to book accommodation takes a lot of effort | 0.867 | |||
Using Airbnb to book accommodation will be a waste of time | 0.803 | |||
Using Airbnb to book accommodation will take too much time | 0.800 | |||
Using Airbnb could lead to an inefficient use of my time as I have to send messages to the host | 0.794 | |||
Psychological Risk | 2.644 | 12.591 | 0.936 | |
The thought of staying at an Airbnb place/listing makes me feel psychologically uncomfortable | 0.837 | |||
The thought of staying at an Airbnb place/listing gives me a feeling of unwanted anxiety | 0.818 | |||
The thought of staying at an Airbnb place/listing causes me to experience unnecessary tension | 0.815 |
Factor Loadings | Eigen-Value | Variance (%) | Cronbach’s Alpha | |
---|---|---|---|---|
Airbnb is trustworthy | 0.933 | 4.241 | 84.829 | 0.955 |
Airbnb is reliable | 0.932 | |||
Airbnb is sincere | 0.922 | |||
Airbnb is honest | 0.918 | |||
Airbnb is dependable | 0.899 |
Factor Loadings | Eigen-Value | Variance (%) | Cronbach’s Alpha | |
---|---|---|---|---|
I will stay at Airbnb places. | 0.938 | 2.608 | 86.918 | 0.924 |
I will recommend my friends to stay at Airbnb places. | 0.935 | |||
When I make decision on accommodation, I will choose Airbnb places. | 0.924 |
Total | Airbnb Users | Airbnb Non-Users | ||||
---|---|---|---|---|---|---|
Beta | t | Beta | t | Beta | t | |
Performance Risk (PR) | 0.085 | 2.662 ** | 0.170 | 3.641 *** | 0.016 | 0.320 |
Financial Risk (FR) | −0.002 | −0.068 | −0.075 | −1.595 | 0.062 | 1.389 |
Physical Risk (PhR) | 0.080 | 2.522 * | 0.083 | 1.787 | 0.093 | 1.774 |
Social Risk (SR) | −0.093 | −2.903 ** | −0.173 | −3.189 ** | −0.033 | −0.721 |
Time Risk (TR) | −0.057 | −1.727 | −0.070 | −1.244 | −0.056 | −1.205 |
Psychological Risk (PsR) | −0.153 | −4.653 *** | −0.115 | −2.357 * | −0.221 | −4.246 *** |
Brand Credibility (BC) | 0.706 | 27.792 *** | 0.737 | 21.538 *** | 0.706 | 17.868 *** |
Past Experience (PE) | 0.162 | 6.854 *** | ||||
PR × PE | 0.057 | 1.829 | ||||
FR × PE | −0.061 | −2.074 * | ||||
PhR × PE | −0.012 | −0.376 | ||||
SR × PE | −0.051 | −1.656 | ||||
TR × PE | 0.001 | 0.040 | ||||
PsR × PE | 0.058 | 1.826 | ||||
BC × PE | −0.046 | −1.982 * | ||||
Model Summary | ||||||
Adjusted R2 | 0.683 | 0.595 | 0.597 | |||
ANOVA Regression F | 106.632 *** | 87.779 *** | 68.586 *** |
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Jun, S.-H. The Effects of Perceived Risk, Brand Credibility and Past Experience on Purchase Intention in the Airbnb Context. Sustainability 2020, 12, 5212. https://doi.org/10.3390/su12125212
Jun S-H. The Effects of Perceived Risk, Brand Credibility and Past Experience on Purchase Intention in the Airbnb Context. Sustainability. 2020; 12(12):5212. https://doi.org/10.3390/su12125212
Chicago/Turabian StyleJun, Soo-Hyun. 2020. "The Effects of Perceived Risk, Brand Credibility and Past Experience on Purchase Intention in the Airbnb Context" Sustainability 12, no. 12: 5212. https://doi.org/10.3390/su12125212
APA StyleJun, S.-H. (2020). The Effects of Perceived Risk, Brand Credibility and Past Experience on Purchase Intention in the Airbnb Context. Sustainability, 12(12), 5212. https://doi.org/10.3390/su12125212