Enhancing Consumers’ Repurchase Intention in Peer-to-Peer Accommodation Following a Dual Processing Model: A Principal–Agent Perspective
本研究运用委托代理理论构建双重加工模型，通过降低消费者对平台和房东的感知不确定性来提升复购意愿，基于Airbnb的美国消费者调查数据验证了模型。
In peer-to-peer (P2P) accommodation, consumers face high levels of consumption uncertainty from both P2P sites and hosts. Our study applies principal–agent theory to develop a dual processing model in examining how to support consumers’ repurchase intention by reducing consumers’ uncertainty perceptions associated with booking and staying. We selected Airbnb as our context and collected survey data from American consumers. The results show that perceived uncertainty (hosts) has a direct effect on repurchase intention, whereas perceived uncertainty (site) has an indirect effect. Further, perceived utility and trust in the last host can help reduce fears of opportunism (hosts), whereas site quality can alleviate fears of opportunism (site). Our study contributes to the literature by developing a dual-processing model of repurchase intention to clarify how consumers’ repurchase intention can be enhanced. The results can provide important guidelines regarding how to support consumers’ repurchase intention. We also provide suggestions regarding how to deal with additional uncertainties post COVID-19.