Influence of Trust and Attachment Transfer to Platform and Host for the Formation of Guest’s Continuous Airbnb Usage Intention

UMTAEHYEE; Koo Chulmo; CHUNG NAMHO

doi:10.17086/JTS.2021.45.6.185.203

As the accommodation sharing industry grows, the role of guests and hosts participating in transactions with the Airbnb platform is also increasing. However, researches about the guests’ perception of Airbnb and the impact of host interaction with guest is lacking. Using the trust-transfer theory and attachment theory, this study examined how the interaction of host with guest make impact on the intention of guest's continuous use of Airbnb. We conducted a survey with 228 guests who have used Airbnb. The hypotheses were tested using structural equation modelling. It was found that guest interaction with host had a positive effect on trust in Airbnb and trust in the host. Trust in Airbnb and trust in the host had a positive effect on Airbnb attachment and host attachment, respectively. Finally, Airbnb attachment and host attachment had a positive effect on continuance intention. Also, it was found that trust in Airbnb can be transferred to trust in the host, and host attachment was found to stimulate Airbnb attachment. This study identifies the trust and attachment formed by the interaction with guest, and the continuance intention. Theoretically, our study contributes to expand trust-transfer and attachment theory by applying the home-sharing economy. Practically, practitioners of platform businesses and accommodation sharing industry participants can refer to our empirical results.

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