Airbnb Experiences: Travelers’ Purchase Behavior and Word-of-Mouth
基于刺激-机体-反应理论，研究印度国内旅行者对Airbnb体验的态度如何受感知真实性、享受和服务质量影响，进而影响购买意愿和口碑，并发现潮流偏好调节态度与口碑的关系。
This research examines travelers purchase behavior of “Airbnb experiences” by developing a model based on the stimulus organism response theory. Motivation, conceptualized as hedonic and utilitarian, is proposed to influence attitudes toward “Airbnb experiences.” The model is tested using data collected from two separate empirical studies on Indian domestic travelers. Empirical findings from both studies demonstrate a significant influence of perceived authenticity, perceived enjoyment, and service quality on travelers’ attitudes toward “Airbnb experiences.” The results from the two studies also converge with respect to the influence of attitudes on purchase intention and word-of-mouth. Both studies suggest a moderating effect of trend affinity on the relationship between attitudes and word-of-mouth. The research presents scholars with a theoretically robust model with the motivational attributes that positively impacts on travelers’ attitudes toward “Airbnb experiences” and the latter’s influence on purchase intention and word-of-mouth. We discuss the practical implications and limitations of the research.