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The role of superhost badge in Airbnb hosts’ continuance intention
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Orientador(es)
Resumo(s)
Based on the theory of planned behaviour (TPB) and the commitment-trust theory, this study examines the antecedents of Airbnb hosts' continuance intention by integrating TPB with trust towards Airbnb along with the moderating effect of the Superhost badge. A sample of 160 Vietnamese Airbnb hosts was collected through a web-based survey and data were analysed with PLS-SEM. Findings revealed that Airbnb hosts' attitude, perceived behavioural control and trust towards Airbnb significantly impact their intent to continue sharing on the platform. Furthermore, results also confirmed the existence of the moderating role of Airbnb hosts' status in their decision-making process. These findings subsequently lead to practical recommendations for the platform management in enhancing Airbnb hosts' continuance intention during the prevailing disaster.
Descrição
Palavras-chave
Theory of planned behaviour Customer trust Continuance intentions Superhost badge Vietnam
Contexto Educativo
Citação
Editora
Taylor and Francis