The Relationship between Motivation to Use Airbnb and Guests- Rep

UNLV Theses, Dissertations, Professional Papers, and Capstones August 2019 The Relationship between Motivation to Use Airbnb and Guests’ Repurchase Intention: Moderating Effect of Consideration Set Wen Jiang Follow this and additional works at: https://digitalscholarship.unlv.edu/thesesdissertations Part of the Business Administration, Management, and Operations Commons, and the Marketing Commons Repository Citation Jiang, Wen, "The Relationship between Motivation to Use Airbnb and Guests’ Repurchase Intention: Moderating Effect of Consideration Set" (2019) UNLV Theses, Dissertations, Professional Papers, and Capstones 3729 http://dx.doi.org/10.34917/16076269 This Thesis is protected by copyright and/or related rights It has been brought to you by Digital Scholarship@UNLV with permission from the rights-holder(s) You are free to use this Thesis in any way that is permitted by the copyright and related rights legislation that applies to your use For other uses you need to obtain permission from the rights-holder(s) directly, unless additional rights are indicated by a Creative Commons license in the record and/ or on the work itself This Thesis has been accepted for inclusion in UNLV Theses, Dissertations, Professional Papers, and Capstones by an authorized administrator of Digital Scholarship@UNLV For more information, please contact digitalscholarship@unlv.edu THE RELATIONSHIP BETWEEN MOTIVATION TO USE AIRBNB AND GUESTS’ REPURCHASE INTENTION: MODERATING EFFECT OF CONSIDERATION SET By Wen Jiang Bachelor of Art – Recreation, Park and Tourism San Francisco State University, 2010 A thesis submitted in partial fulfillment of the requirements for the Master of Science – Hotel Administration William F Harrah College of Hotel Administration The Graduate College University of Nevada, Las Vegas August 2019 Thesis Approval The Graduate College The University of Nevada, Las Vegas July 8, 2019 This thesis prepared by Wen Jiang entitled The Relationship between Motivation to Use Airbnb and Guests’ Repurchase Intention: Moderating Effect of Consideration Set is approved in partial fulfillment of the requirements for the degree of Master of Science – Hotel Administration William F Harrah College of Hotel Administration Billy Bai, Ph.D Kathryn Hausbeck Korgan, Ph.D Examination Committee Chair Graduate College Dean Mehmet Erdem, Ph.D Examination Committee Member Cass Shum, Ph.D Examination Committee Member John Schibrowsky, Ph.D Graduate College Faculty Representative ii ABSTRACT With the rise of the peer-to-peer sharing economy, Airbnb has become the leading platform as an online marketplace that allows homeowners to contract short-term leases or rents to tourists It has expanded rapidly around the globe This study comprehensively reviews previous literature with respect to the marketing of Airbnb The study then summarized and categorized 12 motivators linked as causative agents for guests choosing Airbnb Using the pushpull theory, along with research on the consideration set, this study examines the relationships between Airbnb motivators and guests’ repurchase intention This study further examines how the consideration set moderates these relationships Seventy-eight Airbnb guests were surveyed using a paper-based survey questionnaire in a pilot study It shows that 13 factors were identified in principal component analysis In the main study, a sample of 397 complete usable surveys were collected from an online platform Supporting predictions, all motivators significantly predict repurchase intention However, contrary to predictions, consideration set did not moderate the relationship between motivators and repurchase intention The study’s theoretical and practical implications are discussed Keywords: Airbnb, motivators to use Airbnb, repurchase intention, consideration set iii ACKNOWLEGEMENTS I have been blessed throughout my master program at the University of Nevada, Las Vegas (UNLV) The reason why I did this study is because I have always desired to something for my mentor and for the hospitality industry in return Additionally, the idea for this thesis was inspired from the conversations with my best mentor in the hospitality industry He complained that some clients were stolen by his hotel’s competitor, so I started to think what I could to help him I have been waiting a long time for this moment to express my deepest appreciation to many people My heart-felt gratitude goes to my committee chair, Dr Billy Bai for giving me endless guidance and support He kept encouraging me when I met difficulties It is my tremendous fortune to have him as my chair Also, I would like to express my sincere gratitude to my committee member, Dr Cass Shum, whose mentorship, time consuming, detailed guidance and support were invaluable Without Dr Bai’s and Dr Shum’s immense guidance, I would neither finished this study nor begun my new journey at the next level I was blessed to have two outstanding committee members who helped to finish this study: Dr Mehmet Erdem, and Dr John (Jack) Schibrowsky I would like to thank, Dr Ashok Singh for your suggestions in statistics Furthermore, I owe a great deal of thanks to Scott from UNLV writing center for helping me proofread my thesis I would also like to extend my thanks Dr Raab, Dr Belarmino, Ankita, Ryan, and my classmates for helping me with my pilot study Last but not the least, I really want to thank my true friend OM, the most intelligent and well-educated person I have ever known in my life OM sacrificed his spare time to generously proofread my thesis He always offered prompt responses whenever I asked for his expertise iv I would like to thank some people from the hospitality industry as well Marriott Internationals and BJQY hotel, offered me such good opportunities to be trained professionally and to work in the industry Jatin Khanna, Davis Rao, and Long Ma are my invaluable mentors and friends, who have been always backing me up whenever I needed it Also, many thanks to my supervisors, managers and friends from when I used to work for the Mansion at MGM Grand Las Vegas Without these professional training and working experiences, I would not be able to draw my inspiration for this study Special thanks to my parents, who have always been supportive me for chasing my dreams They gave me endless love and supports spiritually and financially I would like to thank my family for their love and back up Lastly, my sincere appreciation to my lovely friends, Shuo Yang, Zhou, Dongmei Zhang, Logan and Dave Brown Thank you, Nicole Han, Adrianna Hong, Yuanyuan Zhang, Leo Qin , Tiffany Huang, Michael and Jiang for your encouragements You raise me up! v TABLE OF CONTENTS ABSTRACT iii ACKNOWLEGEMENTS iv TABLE OF CONTENTS vi LIST OF TABLES x LIST OF FIGURES xi CHAPTER INTRODUCTION Problem Statement CHAPTER LITERATURE REVIEW Introduction Motivation Motivation Factors to Choose Airbnb 10 Summary of Airbnb Motivators 19 Classification of Motivators of Airbnb 24 Customer Repurchase Intention 25 Effects of Intrinsic Motivators on Repurchase Intention 26 Effects of Extrinsic Motivators on Repurchase Intention 30 Consideration Set 32 vi Airbnb’s Guests’ Consideration Set 32 Antecedents and Consequences of Consideration Set 34 Cognitive Processing for Different Consideration Sets 35 The Moderating Role of Consideration on the Effect of Intrinsic Motivator 36 The Moderating Role of Consideration on the Effect of Extrinsic Motivator 39 Conceptual Framework 41 Hypotheses 43 CHAPTER 47 METHODLOGY 47 Pilot Study 47 Main Study 48 Sample 48 Survey Procedure 49 Independent Variables, Moderator, and Dependent Variables 50 Main Study Data Analysis Procedure 56 CHAPTER 58 RESULTS 58 Introduction 58 Pilot Study 58 Main Study Results 67 vii Data Description 68 Consideration Set and Demographic Description 68 Factor Analysis and Model Modification 71 Multiple Linear Regression Analysis 74 The Moderating Effects Test 80 Summary of Hypotheses Testing 84 Conclusion 85 CHAPTER 86 DISCUSSION AND CONCLUSION 86 Overview 86 Discussion of Major Findings 87 Theoretical Implications 90 Practical Implications 94 Limitations 98 Future Studies 99 Conclusion 100 APPENDIX A 101 INFORMED CONSENT 101 Survey of Airbnb guests 102 Section 1: Qualifying questions 102 viii Section 2: Regarding your recent stay with Airbnb 103 Section 3: Your intention to use Airbnb in the future 105 Section 4: Your demographics 106 Section 5: Your feedback on the survey 106 APPENDIX B 107 Comments from survey of Airbnb guests 107 REFERENCES 108 CURRICULUM VITAE 125 ix Guttentag, D (2015) Airbnb: Disruptive innovation and the rise of an informal tourism accommodation sector Current Issues in Tourism, 18(12), 1192-1217 Guttentag, D & Smith, S L (2017) Assessing Airbnb as a disruptive innovation relative to hotels: Substitution and comparative performance expectations International Journal of Hospitality Management, 64(2017), 1-10 Guttentag, D., Smith, S., Potwarka, L., & 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University Yang, S., & Ahn, S (2016) Impact of motivation in the sharing economy and perceived security in attitude and loyalty toward Airbnb Advanced Science and Technology Letters, 129, 180-184 123 Zhao, X., Wang, L., Guo, X., Law, R (2015) The influence of online reviews to online hotel booking intentions International Journal of Contemporary Hospitality Management, 27(6), 1343-1364 Zhu, D H., Wang, Y W., & Chang, Y P (2018) The influence of online cross-recommendation on consumers’ instant cross-buying intention: The moderating role of decision-making difficulty Internet Research, 28(3), 604-622 124 CURRICULUM VITAE Wen Jiang (aka Helena)  E: windflower225@hotmail.com EDUCATION University of Nevada, Las Vegas Anticipated August 2019 Master of Science in Hospitality Administration San Francisco State University May 2010 Bachelor of Arts in Recreation, Park and Tourism PROFESSIONAL EXPERIENCE July 2018 – January 2019 MGM Grand Mansion, Las Vegas • Processes all reservations and requests from guests, Casino Hosts, Executives, and branch offices including health spa, golf, restaurant, and travel reservations • Coordinates pre-arrival of all guest's accommodations by conducting room inspections prior to arrival of every guest • Ensures guest's preferences are met and amenities provided Coordinates delivery of room amenities and floral orders daily • Acts as a VIP escort and liaison and provides suite tours as required by management The University of Nevada, William F Harrah College of Hospitality Aug 2016 - May2018 Graduate Assistant of William F Hotel College • • Teaching assistant for undergraduate courses: Organizational Behavior, Industry Computer Application for Hospitality & Tourism, and Hospitality Accounting Researching assistant for professors doing research project in hospitality industry Beijing Zhong Shi Xin Trading Company Distributor of Medtronic, PRC Oct2015- Jun 2016 125 Business Development Manager • • Assisting General Manager to visit customers, build up relationships between new members and hospitals Design quarterly marketing strategy, attend commercial conference, and manage company daily operation Beijing Qian Yuan Hotel Bejing, PR China Front Office Manager • • Mar 2015-Sep 2015 Managed an FO team, which includes Reception, Reservation, Operator, and Concierge sections, 20 staff members in total Improved guests’ and employees’ satisfaction, Developing a fair training plan staff skills, English training, and room up sales Successfully increased 40% in room upselling revenue, and reduced 60% in complains from OTA / social media and guests Marriott Internationals Renaissance Beijing Wangfujing Hotel Bejing, PR China Guest Service Manager (Duty Manager) May 2014-Jan 2015 • • • • Hotel pre-opening team as a Guest Service Manager Assisted AFOM & FOM to prepare for hotel grand opening, and managed FO associate training Trained 40 new associates on customer service, POS operating, English, and Marriott membership benefits After hotel opened, in charge of handling guest complaints, receiving VIP clients, FD associates on job training, and assisting inter departments to improve guest satisfaction of the hotel Renaissance Shanghai Pudong Hotel Shanghai, PR China Management Trainee Mar 2013-Apr 2014 • • • Worked for Renaissance Shanghai Pudong hotel in the 2nd year of Voyage Program Extensive training in both FO and HSKP in Rooms Division Served in Guest Relations Section, and was involved in determining Marriott Elite Rewards Members’ Satisfaction 126 • In charge of In-room Check in, complaint handling, and email reply of client departure comments JW Marriott Hotel and Marriott Executive Apartments Shanghai, PR China Management Trainee Feb 2012-Mar 2013 • • • Selected as one of for this 24-month Voyage (management trainee) program for Marriott International Relocated to JW Marriott Hotel and Marriott Executive Apartments (sharing property), rotated through the Rooms Division, and attended cross training in other departments Handled jobs in different sections of Rooms Division in both JW Marriott Hotels and Marriott Executive Apartments Marriott Beijing City Wall Hotel Beijing, PR China Executive Lounge Agent • • • May 2011- Feb 2012 Helped guests check in and out Assisted butlers setting menus before meals Provided printing, scanning, and faxing assistance to Marriott Elite Members Ananda Travel Agency San Francisco Intern • • Feb 2010- May 2010 Created the program to promote student tickets sales, and remained in charge of working with Air China to maintain the program Develop the website, and work with media to advertise Jade Palace Hotel Beijing, PR China Intern • May 2009- Jul 2009 Intensive internship in multiple venues, including the sales and recreation departments, as well as the front desk This experience developed my interpersonal skills on many levels Golden Gate National Recreation Area (GGNRA) 127 San Francisco Intercept Surveyor • • Jul2008- Nov 2008 Intercept surveyor for GGNRA, US National Recreational Area administered by the National Park Service in and around the San Francisco Bay Assisted the organization and conducted tourist surveys in the park The LightHouse San Francisco Volunteer Sep 2007- Nov 2007 • • The LightHouse is the largest agency providing direct services, advocacy, and information to the blind and visually impaired community in Northern California Helped people with visual disabilities and impairment; served lunch; and helped art/craft programs SKILLS & TRAINING • • • • • • • • • Leadership Training- 26th Annual Fall Family Fun Fest, City of Pacifica, CA Operation Smile’s non-profit mission in Yan’an, China; worked as translator representing Marriott Beijing City Wall Hotel Proficient in: Microsoft OS, MS Office Working & Management Skills: MARSHA, Opera, Recruitment, Interviewed, Training, Pre-opening, Surveyed Fluent in Mandarin and English, conversational in Cantonese Opera PMS Certificate Certificate of completion in Marriott International Training & Development Certificate of completion in Accounting & Bookkeeping Certificate of Voyage Program (Management Trainee) by Marriott International 128 ... tourists want to run away from familiar and common-place situations, such as: the job, the boss, the customer, the commute, the house, the lawn, the leaky faucets (Dann, 1977) On the other hand,... moderates the relationship between authenticity/ local authenticity and Airbnb guest repurchase intention, such that the positive relationship between authenticity/ local authenticity and Airbnb. .. satisfaction-choice behavior and a brand This also applies to the relationship between category satisfaction and category repurchase loyalty, and between family brand attitude and sub-brand attitude The Moderating