$\require{mediawiki-texvc}$

연합인증

연합인증 가입 기관의 연구자들은 소속기관의 인증정보(ID와 암호)를 이용해 다른 대학, 연구기관, 서비스 공급자의 다양한 온라인 자원과 연구 데이터를 이용할 수 있습니다.

이는 여행자가 자국에서 발행 받은 여권으로 세계 각국을 자유롭게 여행할 수 있는 것과 같습니다.

연합인증으로 이용이 가능한 서비스는 NTIS, DataON, Edison, Kafe, Webinar 등이 있습니다.

한번의 인증절차만으로 연합인증 가입 서비스에 추가 로그인 없이 이용이 가능합니다.

다만, 연합인증을 위해서는 최초 1회만 인증 절차가 필요합니다. (회원이 아닐 경우 회원 가입이 필요합니다.)

연합인증 절차는 다음과 같습니다.

최초이용시에는
ScienceON에 로그인 → 연합인증 서비스 접속 → 로그인 (본인 확인 또는 회원가입) → 서비스 이용

그 이후에는
ScienceON 로그인 → 연합인증 서비스 접속 → 서비스 이용

연합인증을 활용하시면 KISTI가 제공하는 다양한 서비스를 편리하게 이용하실 수 있습니다.

[국내논문] 공유 경제 플랫폼 고객들의 재구매 의도에 영향을 미치는 요인들: Airbnb 사례를 중심으로
Key Factors Affecting Customer's Repurchase Intention in the Context of Sharing Economy Platform: Focused on Airbnb 원문보기

디지털융복합연구 = Journal of digital convergence, v.18 no.12, 2020년, pp.231 - 242  

박대영 (영남대학교 경영학과) ,  윤지영 (영남대학교 경영학과) ,  정윤지 (영남대학교 경영학과) ,  김병수 (영남대학교 경영학과)

초록
AI-Helper 아이콘AI-Helper

코로나 19와 치열한 시장 경쟁으로 공유 경제 플랫폼 업체들은 고객과의 장기적 관계를 형성하는 것이 점차 중요해지고 있다. 이런 맥락에서 본 연구에서는 Airbnb 고객들의 재구매 의사 결정 메커니즘을 살펴보고자 하였다. Airbnb 고객들의 재구매 의도 형성의 선행 요인으로 고객 만족과 브랜드 이미지를 고려하였다. 또한, 가격 공정성, 진정한 경험, 즐거움, Airbnb 신뢰, 호스트 신뢰가 고객들의 재구매 의사 결정에 미치는 영향도 함께 살펴보았다. 본 연구는 Airbnb 이용 고객 154명을 대상으로 연구 가설을 검증하였다. 연구 분석 결과 고객 만족과 브랜드 이미지는 재구매 의도에 유의한 영향을 미쳤으며, 재구매 의도 분산의 62.0%를 설명하였다. 고객 만족에는 즐거움, 진정한 경험, Airbnb 신뢰는 유의한 영향을 미쳤지만, 가격 공정성과 호스트 신뢰는 유의한 영향을 미치지 않았다. 브랜드 이미지는 가격 공정성, 진정한 경험, 즐거움, Airbnb 신뢰에 영향을 미쳤지만, 호스트 신뢰에는 유의한 영향을 미치지 않았다. 본 연구결과를 통해 공유 경제 플랫폼 환경에서 고객들의 재구매 의사 결정에 대한 이해를 증진하여 학문 및 실무적 시사점을 제공해 줄 수 있을 것으로 기대된다.

Abstract AI-Helper 아이콘AI-Helper

Due to fierce market competition and COVID-19, it becomes increasingly important for sharing economic platform companies to develop a long-term relationship with customers. In this regard, this study explores the mechanism of customer's repurchase decision making in the context of Airbnb. This study...

Keyword

표/그림 (7)

참고문헌 (60)

  1. G. Zervas, D. Proserpio & J. W. Byers (2014). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research, 54(5), 687-705. 

  2. X. Hao & B. Kim (2020). Key factors influencing continuance intention toward bike-sharing services in China: The role of perceived value and trust. Journal of Digital Convergence, 18(7), 167-175. 

  3. R. Botsman (2013). The Sharing Economy Lacks A Shared Definition. Fast Company. November 21 2013. Retrieved from http://www.fastcoexist.com/3022028/the­sharing­ economy­lacks­a­shared­definition 

  4. A. Rinne (2017). What Exactly Is the Sharing Economy?. World Economy Forum. December 13 2017. Retrieved from https://www.weforum.org/agenda/2017/12/when-is-sharing-not-really-sharing/. 

  5. Y. Zhang & H. J. Park (2019). Factors affecting the usage intention of car-sharing service. Journal of Digital Convergence, 17(7), 99-108. 

  6. S. I. Kim & K. Lee (2019). Suggestion of customized professional guide services through domestic and foreign travel platforms. Journal of Digital Convergence, 17(9), 421-428. 

  7. J. Owyang (2016). Honeycomb 3.0: the collaborative economy market expansion. April 15 2019. Retrieved from http://www.web-strategist.com/blog/2016/03/10/honeycomb-3-0-the-collaborative-economy-market-expansion-sxsw/ (2016) 

  8. PWC (2015). The Sharing Economy. Retrieved from https://www.pwc.fr/fr/assets/files/pdf/2015/05/pwc_etude_sharing_economy.pdf 

  9. Statista (2017). Value of the sharing economy worldwide in 2014 and 2025. Retrieved from https://www.statista.com/statistics/830986/value-of-the-global-sharing-economy/ 

  10. T. H. Um, J. M. Rhee & N. H. Chung (2020). Effect of trust transfer on purchasing intention in Airbnb: A perceived Value Perspective. Tourism Management, 44, 115-135. 

  11. B. Kim (2019). Understanding key antecedents of consumer loyalty toward sharing-economy platforms: The case of Airbnb. Sustainability, 11, 5195. 

  12. A. Stollery & S. H. Jun (2017). Effects of perceived benefits on Airbnb repurchase intention. Korean Journal of Tourism Research, 35, 139-157. 

  13. L.J. Liang, H.S.C. Choi, M. Joppe (2018). Understanding repurchase intention of Airbnb consumers: Perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35, 73-89. 

  14. P. K. Hellier, G. M. Geursen, R. A. Carr & J. A. Rickard (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. 

  15. S. Huang & C. H. C. Hsu (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29-44. 

  16. Z. Mao & J. Lyu (2017). Why travelers use Airbnb again?. International Journal of Contemporary Hospitality Management, 29(9), 2464-2482. 

  17. X. Wang, X. Lin & Z. Liu (2019). Understanding consumers' post-adoption behavior in sharing economy services. Journal of Computer Information Systems, https://doi.org/10.1080/08874417.2019.1631132. 

  18. E. Jung & H. Lee (2020). An analysis on guests' key attributes of AirBnb: How Korean customers make a choice about accommodation on airbnb? Relative importance using best-worst Scaling. Tourism Management, 44, 49-69. 

  19. M. Choi (2017). Study on failure factors of shared economy accommodation platform Airbnb service brand. Brand Design Association of Korea, 4, 231-240. 

  20. Y. He & K. K. Lai (2014). The effect of corporate social responsibility on brand loyalty: the mediating role of brand image. Journal Total Quality Management & Business Excellence, 25, 249-263. 

  21. M. D. Johnson, A. Gustafsson, T. W. Andreassen, L. Lervik & J. Cha (2001). The evolution and future of national customer satisfaction index models. Journal of Economic Psychology, 22(2), 217-245. 

  22. K. L. Keller (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. 

  23. J. Park & J. Yu (2019). Study on the impact of perceived risk factors of Airbnb on purchase intention: Focusing on the moderating effect of alternative attractiveness. Korean Journal of Hospitality Administration, 28, 125-144. 

  24. H. J. Kwon, J. H. Kim & C. H. Lee (2017). The effect of Airbnb host characteristics on host trust and reuse intention. Korean Journal of Hospitality Administration, 26, 55-70. 

  25. L. X. Monika, K. K. Kent & B. Monroe (2010). Effects of consumers' efforts on price and promotion fairness Perceptions. Journal of Retailing, 86(1), 1-10. 

  26. B. Kim & D. Kim (2020). Attracted to or locked in? Explaining consumer loyalty toward Airbnb. Sustainability, 12, 2814. 

  27. D. Paulauskaite, R. Powell, J. A. Coca­Stefaniak & A. M. Morrison (2017). Living like a local: Authentic tourism experiences and the sharing economy. International Journal of Tourism Research, 19(6), 619-628. 

  28. E. C. Hirschman & M. B. Holbrook (1982). Hedonic consumption: Emerging concepts, methods and oropositions. Journal of Marketing, 46(3), 92-101. 

  29. R. Batra & O. T. Ahtola (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2, 159-170. 

  30. M. Mohlmann (2015). Building trust in collaborative consumption services facilitated through an online platform. Academy of Management Proceedings, 2015(1), 10.5465/AMBPP.2015.12738abstract 

  31. E. Ert, A. Fleischer, N. Magen (2016). Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, 55, 62-73. 

  32. C. Gibbs, D. Guttentag, U. Gretzel, J. Morton & A. Goodwill (2018). Pricing in the sharing economy: a hedonic pricing model applied to Airbnb listings. Journal of Travel & Tourism Marketing, 35(1), 45-56. 

  33. M. H. Bong & W. S. Seo (2018). An empirical study on the factors affecting repurchase intention of Airbnb customer: In terms of prospect theory and means end chain theory. Korea Corporation Management Review. 25, 139-162. 

  34. R. Botsman & R. Rogers, (2010). Beyond zipcar: collaborative consumption. Harvard Business Review, 88(10), 30. 

  35. J. Oskam & A. Boswijk (2016). Airbnb: the future of networked hospitality businesses. Journal of Tourism Futures, 2(1), 22-42. 

  36. L. Gallagher (2017). The Airbnb Story: How Three Ordinary Guys Disrupted an Industry, Made Billions and Created Plenty of Controversy. Boston: Houghton Mifflin Harcourt. 

  37. S. An & S. Yang (2018). Understanding consumer behavior on shared accommodation based on value-attitude-behavior hierarchy model: Focusing on Airbnb. Consumption Cultural Studies, 21, 97-119. 

  38. J. M. Oh & S. H. Lee (2019). The value of a sharing economy, That's why we take risks: Moderating effect of the accommodation sharing services knowledge calibration. Journal of Tourism Sciences, 43(8), 11-30. 

  39. S. Ahn & S. J. Yang (2020). Understanding consumer behavior on shared accommodation based on value-attitude-behavior hierarchy model: Focusing on Airbnb. Consumption Cultural Studies, 21, 97-119. 

  40. H. Kim & H. Kim (2020). Influences of personal characteristics and psychological motivation on sharing-economy accommodation service's use intention: Focused on Airbnb. Tourism Management, 35, 67-88. 

  41. H. M. Yoo (2017). A study of the nonlinear relationship between customer satisfaction and repurchase intention. Journal of Channel and Retailing, 22, 19-38. 

  42. B. Kim & D. Kim (2020). Attracted to or locked in? Explaining consumer loyalty toward Airbnb. Sustainability, 12, 2814 

  43. P. Kotler, J. Bowen & J. Makens (1996). Marketing for Hospitality and Management. Upper Saddle River, NJ: Prentice Hall. 

  44. S. T. Kim,, B. Tsolmon & N. J. Kim (2017). Users selection attributes of accommodation sharing platform: Focusing on users of Airbnb. Journal of Tourism Studies, 29, 51-69. 

  45. K. K. F. So, H. Oh & S. Min (2018). Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach. Tourism Management, 67, 224-236. 

  46. R. T. Rust & A. J. Zahorik (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193-215. 

  47. U. Dholakia & V. G. Morwitz (2002). The scope and persistence of mere-measurement effects: evidence from a field study of customer satisfaction measurement. Journal of Consumer Research, 29(2), 159-167. 

  48. Zhu, Y. & S. Y. Kim (2019). Information quality and consumer information satisfaction of sharing accommodation service.. Consumption Cultural Studies, 22, 51-77. 

  49. M. Mody, Lydia, H. & T. Dogru (2019). Parallel pathways to brand loyalty: Mapping the consequences of authentic consumption experiences for hotels and Airbnb. Tourism Management, 74, 65-80. 

  50. A. Herrmann, L. Xia, K. B. Monroe, F. Huber (2007). The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases. Journal of Product & Brand Management, 16(1), 49-58. 

  51. B. Kim (2018). An empirical study on the revitalization of O2O: A unified view of offline channel and mobile channel. Journal of Digital Convergence, 16(10), 115-123. 

  52. F. D. Davis, R. P. Bagozzi & P. R. Warshaw (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35, 982-1003 

  53. J. B. Cohen & S. A. Charles (1991). Affective and consumer behavior. In T. S. Robertson & H. J. Kassarjian (Eds.), Handbook of consumer behavior(pp. 189-240). Prentice Hall: Englewood Cliffs. 

  54. A. Chaudhuri & M. B. Holbrook (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. 

  55. T. Zhang, J. Kandampully & A. Bilgihan (2015). Motivations for customer engagement in online co-innovation communities(OCCs) A conceptual framework. Journal of Hospitality and Tourism Technology, 6(3), 311-328. 

  56. M. Mohlmann (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207. 

  57. I. P. Tussyadiah & S. Park (2018). When guests trust hosts for their words: Host description and trust in sharing economy. Tourism Management, 67, 261-272. 

  58. Y. Wang, Y. Asaad & R. Filieri (2020). What makes hosts trust Airbnb? Antecedents of hosts' trust toward Airbnb and its impact on continuance intention. Journal of Travel Research, 59(4), 686-703. 

  59. H. J. Kwon, J. H. Kim & C. H. Lee (2017). The effect of AirBnB host characteristics on host trust and reuse intention. Korean Journal of Hospitality and Tourism, 26(7), 55-70. 

  60. G. Shin, K. Park, Y. Park & J. H. Ahn (2017). Asymmetric Intention of Platform Participation in C2C Sharing Economy. Information Systems Review, 19(3), 47-67. 

저자의 다른 논문 :

관련 콘텐츠

오픈액세스(OA) 유형

FREE

Free Access. 출판사/학술단체 등이 허락한 무료 공개 사이트를 통해 자유로운 이용이 가능한 논문

이 논문과 함께 이용한 콘텐츠

저작권 관리 안내
섹션별 컨텐츠 바로가기

AI-Helper ※ AI-Helper는 오픈소스 모델을 사용합니다.

AI-Helper 아이콘
AI-Helper
안녕하세요, AI-Helper입니다. 좌측 "선택된 텍스트"에서 텍스트를 선택하여 요약, 번역, 용어설명을 실행하세요.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.

선택된 텍스트

맨위로