Exploring the relationship between trusts, likability, brand loyalty, and revisit intentions in the context of Airbnb

• Published in: Journal of hospitality and tourism technology Vol. 14; no. 4; pp. 540 - 556
• Main Authors: Tran, Trang P., Wen, Chao, Gugenishvili, Ilia
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 03-08-2023; Emerald Group Publishing Limited
• Subjects: Attitudes; Brand loyalty; Cognition & reasoning; Collaboration; Consumers; Consumption; Customer satisfaction; Customer services; Electronic commerce; Hospitality industry; Hypotheses; Influence; Literature reviews; Perceptions; Sharing economy; Trusts; Collaborative consumption; Brand loyalty; Host trust; Airbnb trust; 品牌忠诚度; 协同消费; 爱彼迎信任; Brand likability; 品牌喜爱度; 房东信任
• ISSN: 1757-9880; 1757-9880; 1757-9899
• DOI: 10.1108/JHTT-09-2021-0270

Purpose
Collaborative consumption has caught researchers’ attention due to its rapid growth. Drawing on the causal relationship between cognition, affection and conation and collaborative consumption literature, this paper aims to investigate the drivers of brand loyalty and revisit intentions in the context of Airbnb.
Design/methodology/approach
The data was collected from 399 Airbnb users using the online survey. Partial least square structural equation modeling was used to test hypotheses. Mediation tests were conducted with multiple mediation analyses.
Findings
The study reveals that brand likeability enhanced by customers’ trust in both hosts and Airbnb drives satisfaction, brand loyalty and revisit intention. Moreover, satisfaction impacts revisit intention through a full mediation of brand loyalty.
Research limitations/implications
The role that trust and likability play in enhancing brand loyalty and the intention to revisit is not well documented in the literature on collaborative consumption. The results show that consumers’ trust (cognition) is the first step to the success of collaborative consumption, and consumers’ trust in both platform and hosts will make the Airbnb brand more attractive and likable. When brand likability (affection) grows deeper through more engagement, consumers are more willing (intention) to spend more time staying in Airbnb accommodation.
Originality/value
Although existing literature discusses trust from the consumers’ standpoint and categorizes it into two types, the influence of trust on brand likability has never been tested before. Based on the causal relationship between cognition, affection and conation, to the best of the authors’ knowledge, this paper is the first one investigating trust in both the platform and hosts as key drivers of brand likability, which enhances customer satisfaction, brand loyalty and revisit intentions in the Airbnb context.
研究目的
协作消费由于其快速增长而引起了研究人员的关注。 基于文献中对于认知、情感和意向与协作消费之间的因果关系, 本文调查了 Airbnb 背景下品牌忠诚度和重访意图的驱动因素。
研究设计/方法/途
数据是通过在线调查从 399 名 Airbnb 用户那里收集的。 PLS-SEM 用于检验假设。 中介测试通过多重中介分析进行。
研究发
研究表明, 客户对房东和 Airbnb 的信任增强了品牌喜爱度, 从而提高了满意度、品牌忠诚度和重访意愿。 此外, 满意度通过品牌忠诚度的全面调节影响重访意愿。
究原创性
然已有文献从消费者的角度讨论信任并将其分为两种类型, 但信任对品牌好感度的影响从未被检验过。 基于认知、情感和意向之间的因果关系, 本文首次调查了平台和房东的信任作为品牌好感度的关键驱动因素, 从而提高了 Airbnb 背景下的客户满意度、品牌忠诚度和重访意愿。