What drives purchase intention on Airbnb? Perspectives of consumer reviews, information quality, and media richness

Results indicate that perceived value and satisfaction are key determinants of intention to buy, while rating volume, review, information quality, and media richness are important precursors.

Abstract

The owners of idle assets and their potential users create economic benefits through providing or sharing idle assets or skills, and this process has been formalized and monetized at large scales by companies such as Uber, Airbnb, USpace and others. This research seeks to understand the factors affecting the purchase intention on Airbnb users in terms of five key factors: rating, rating volume, review, information quality, and media richness. ANOVA and path analysis are used to test the relationships of these factors with perceived value, satisfaction and purchase intention. Results indicate that perceived value and satisfaction are key determinants of intention to buy, while rating volume, review, information quality, and media richness are important precursors. In addition, gender and usage experiences with Airbnb are also used to classify the sample to assess the difference between each classification. The results of this study can provide a useful reference to researchers and firms and individuals working in the sharing economy.