Determinants of the continuance intention of Airbnb users: consumption values, co-creation, information overload and satisfaction

Abstract

This study examines the relationships among the dimensions of consumption values (functional, social and emotional), co-creation, information overload, satisfaction and continuance intention derived from the use of the Airbnb platform. The researchers conducted a web-based survey among Italians and obtained a valid sample of 259 persons for data analysis. The survey results indicated that only functional value and emotional value are strong predictors of satisfaction in using the Airbnb website for accommodation booking. Co-creation and absence of information overload also contribute to satisfaction in using the Airbnb website for accommodation booking, and satisfaction in turn affects continuance intention. This study contributes to a deeper understanding of users’ continuance intention with regards to the Airbnb website by exploring the possible determinants. Managerial implications include recommendations for hosts to emphasise their prices when listing accommodations on the Airbnb website and to focus on active interaction with potential guests. Information on the website should also be organised to avoid information overload. The study concludes with a discussion of limitations and an indication of future research directions.