ABSTRACT

Despite increased research attention on guests’ motivators to use peer-to-peer (P2P) accommodation, such as Airbnb, it remains unclear which motivators have the strongest effect on repurchase intention; and how the COVID-19 pandemic changes the effects of motivators. By conducting two U.S.-based studies before and during the COVID-19 pandemic, this study tested and compared the indirect and total effects of 13 motivators on repurchase intention on the P2P accommodation platforms via satisfaction. Functional motivators increased repurchase intention via satisfaction before and during the pandemic. Neighborhood – a location-based functional motivator – consistently had the strongest total effects on repurchase intention. COVID-anxiety amplified the relationship between three functional motivators on satisfaction (amenities, neighborhood, convenience). This indicates that the pandemic does not uniformly affect all guests. This study illustrates how the COVID-19 pandemic has changed the needs of P2P accommodation guests, and provides important managerial implications for P2P hosts and investors.

摘要

尽管越来越多的研究关注客人使用 P2P 住宿的动机，例如 Airbnb，但仍不清楚哪些动机对回购意愿的影响最大；以及 COVID-19 大流行如何改变激励因素的影响。通过在 COVID-19 大流行之前和期间进行两项美国研究，本研究通过满意度测试并比较了 13 种动机对 P2P 住宿平台上回购意愿的间接和总体影响。功能性激励因素通过在大流行之前和期间的满意度增加了回购意愿。社区——基于位置的功能性激励因素——始终对回购意愿产生最强的总体影响。COVID-anxiety 放大了满意度的三个功​​能性动机（便利设施、邻里、方便）。这表明大流行并不统一影响所有客人。这项研究说明了 COVID-19 大流行如何改变了 P2P 住宿客人的需求，并为 P2P 主机和投资者提供了重要的管理启示。