What Influences Behavioral Loyalty on Airbnb? Analyzing the Factors Affecting Repurchase of Listings
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Date
2024-01-03
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4621
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Abstract
This study explores the factors (i.e., various features of listings) that may affect repurchase of listings on Airbnb. The results show that host score has a significant positive effect on repurchase, while listing score is negatively associated with repurchase. When considering the moderating effect of price, higher listing score are more likely to encourage consumers to repeat purchase among high-priced listings. In contrast, the findings show a negative correlation between listing score and repurchase among low-priced listings. Additionally, the findings suggest these joint effects of price and listing score only exists when listing score is higher than host score. Our results offer guidance for hosts on Airbnb to develop effective marketing strategies to foster consumer loyalty and encourage repurchase.
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Hospitality and Tourism in a Global Digital Economy – New Models, Services, and Performance, airbnb, price, repurchase, ridge regression, ugc
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10 pages
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Proceedings of the 57th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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