Airbnb 고객들의 재구매 의도에 관한 실증 연구: 감정과 Airbnb 특성 요인의 역할 = The Empirical Study on the Effects of Repurchase Intention on Airbnb: The Role of Emotions and Key Components of Airbnb

다국어 초록 (Multilingual Abstract)

This study investigates key factors influencing customers' repurchase intention in the context of Airbnb. Positive and negative emotions formed after customer's first-hand experience are identified as vital antecedents in determining consumer’s repurchase intention. This study posits authentic experience, amenities, and price fairness as the key characteristics of Airbnb. It clarifies the role of subjective norms and trend-seeking tendency in repurchase decisions. The proposed research model was analyzed for 306 customers with experience in using Airbnb via structural equation model. The analysis results showed that both positive and negative emotions have a significant effect on customer’s repurchase intention. The results clarified the role of Airbnb's characteristic components on repurchase decisions. Finally, subjective norms and trend-seeking tendency had no significant impact on customer’s repurchase intention. The results of this study are expected to help establish effective strategies for customer experience and marketing to achieve sustainable growth of Airbnb.

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