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The antecedents of perceived value in the Airbnb context

The antecedents of perceived value in the Airbnb context PurposeThis study aims to examine the antecedents of perceived value in the Airbnb context using the variables of perceived benefits (i.e. monetary saving, hedonic benefit, novelty and social interaction) and perceived risks (i.e. performance, physical, psychological and time).Design/methodology/approachThe study population was Airbnb users in South Korea. This study applied a survey research method using a questionnaire. A link to the survey was sent via e-mail to panel members of a multinational research company.FindingsThe results revealed the positive influence of monetary saving, hedonic benefit and novelty on perceived value and the negative influence of psychological risk on perceived value.Research limitations/implicationsThe results of this study, which identified the specific factors that influence Airbnb users’ perception of value, can assist Airbnb managers and Airbnb hosts in developing appropriate marketing plans and strategies to enhance the value of their offerings.Originality/valueThis study provided empirical support to the inclusion of affective factors and risk in determining perceived value. Moreover, while previous Airbnb studies focused on consumers from Western countries (e.g. USA and Canada), this study used a sample of South Korean consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Innovation and Entrepreneurship Emerald Publishing

The antecedents of perceived value in the Airbnb context

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References (63)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2071-1395
DOI
10.1108/APJIE-12-2017-040
Publisher site
See Article on Publisher Site

Abstract

PurposeThis study aims to examine the antecedents of perceived value in the Airbnb context using the variables of perceived benefits (i.e. monetary saving, hedonic benefit, novelty and social interaction) and perceived risks (i.e. performance, physical, psychological and time).Design/methodology/approachThe study population was Airbnb users in South Korea. This study applied a survey research method using a questionnaire. A link to the survey was sent via e-mail to panel members of a multinational research company.FindingsThe results revealed the positive influence of monetary saving, hedonic benefit and novelty on perceived value and the negative influence of psychological risk on perceived value.Research limitations/implicationsThe results of this study, which identified the specific factors that influence Airbnb users’ perception of value, can assist Airbnb managers and Airbnb hosts in developing appropriate marketing plans and strategies to enhance the value of their offerings.Originality/valueThis study provided empirical support to the inclusion of affective factors and risk in determining perceived value. Moreover, while previous Airbnb studies focused on consumers from Western countries (e.g. USA and Canada), this study used a sample of South Korean consumers.

Journal

Asia Pacific Journal of Innovation and EntrepreneurshipEmerald Publishing

Published: Dec 4, 2017

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