Award Date

August 2019

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Billy Bai

Second Committee Member

Mehmet Erdem

Third Committee Member

Cass Shum

Fourth Committee Member

John Schibrowsky

Number of Pages

139

Abstract

With the rise of the peer-to-peer sharing economy, Airbnb has become the leading platform as an online marketplace that allows homeowners to contract short-term leases or rents to tourists. It has expanded rapidly around the globe. This study comprehensively reviews previous literature with respect to the marketing of Airbnb. The study then summarized and categorized 12 motivators linked as causative agents for guests choosing Airbnb. Using the push-pull theory, along with research on the consideration set, this study examines the relationships between Airbnb motivators and guests’ repurchase intention. This study further examines how the consideration set moderates these relationships.

Seventy-eight Airbnb guests were surveyed using a paper-based survey questionnaire in a pilot study. It shows that 13 factors were identified in principal component analysis. In the main study, a sample of 397 complete usable surveys were collected from an online platform. Supporting predictions, all motivators significantly predict repurchase intention. However, contrary to predictions, consideration set did not moderate the relationship between motivators and repurchase intention. The study’s theoretical and practical implications are discussed.

Keywords

Airbnb; consideration set; motivators to use Airbnb; repurchase intention

Disciplines

Business Administration, Management, and Operations | Marketing

Language

English


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