Purpose This paper aims to provide a comprehensive understanding of Vietnamese consumers’ perceived value and to explore the relationships between its constructs, satisfaction and (e)word-of-mouth (WOM) intentions towards Airbnb. Moreover, the relationship between traditional WOM and electronic WOM (eWOM) was also investigated. Design/methodology/approach An electronic survey was applied to collect data on a sample of Vietnamese Airbnb guests. A total of 352 questionnaires were collected, from which 163 eligible Airbnb users remained for data analysis. The partial least square approach to structural equation modelling was used to analyse the data. Findings The findings suggested that monetary, functional and hedonic benefits significantly impact Vietnamese customer satisfaction (CS) with Airbnb accommodation, which, in turn, acts as a direct effect and mediator in encouraging customers’ (e)WOM-giving intentions. Moreover, traditional WOM intention positively influences eWOM giving intention. Originality/value This study provides a better comprehension of customers’ perceived value that influences CS and their (e)WOM intentions towards Airbnb. Secondly, it extends the literature on WOM intentions from the message communicator’s perspective by confirming the positive association between traditional and eWOM-giving intentions. Finally, this paper reveals insights into the sharing accommodation in a fast-growing market in South East Asia (Vietnam), which supports sharing accommodation platforms and service providers to develop appropriate marketing strategies.

Purpose This study aims to investigate the relationship between environmental stimuli of Airbnb experience, customers’ perceived enjoyment and positive electronic word-of-mouth (eWOM) intentions through an extension of the Mehrabian–Russell model. Design/methodology/approach A quantitative methodology was adopted using a web-based survey. Data were collected from a sample of 162 Vietnamese Airbnb consumers who had stayed at the platform accommodations. A two-stage procedure with the partial least squares approach to structural equation modeling was conducted to evaluate the measurement model and structural model. Findings The results confirmed the significant positive effect of home benefits and social interaction on Airbnb customers’ perceived enjoyment, which subsequently inspires them to develop intentions to spread positive comments toward this platform. Moreover, these relationships remain unchanged among the different groups of customers, except Airbnb travelers with business purposes. Practical implications The findings will provide Airbnb stakeholders in emerging markets with insights into identifying the important environmental factors that are more likely to stimulate consumers’ enjoyment and encourage them to spread positive WOM on social network outlets. Originality/value This research provides a deeper comprehension of Airbnb users’ emotional states and positive eWOM intentions by exploring the possible antecedents. Moreover, to the best of the authors’ knowledge, this is the first study to propose the moderating role of gender, purpose of the trip and type of accommodation in the hypothesized relationships. The contradictory findings of this study also highlight the cultural difference in Airbnb customers’ perception and behavioral intentions.

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