Sharing economy and the lodging websites

Abstract

Purpose The purpose of this paper is to understand the main determinants that affect accommodation purchase intentions through lodging websites in sharing economy context. This industry differs from the hotel industry because it is a community marketplace with a growing community of users where renters can monetize their extra space and list their properties to an audience of millions while travelers can find unique accommodation at any price point. Design/methodology/approach The authors examine factors such as perceived lodging value, perceived lodging price, lodging information, online lodging reviews, trust with the host, website usability and perceived privacy/security of the website, and measure their relationships with purchase intentions. Based on an online survey data, the structural model test outcomes explain the direct effect of the exogenous variables on purchase intentions and the mediating effect of perceived lodging value between perceived lodging price and purchase intentions. Findings The study demonstrates that the six latent factors and proposed associations have positive effects on purchase intentions. Thus, enterprises operating in the online lodging industry should consider these elements as key antecedents of lodging purchase intentions. Originality/value Lodging websites operate in a highly competitive market where they have to compete with hotel operators, hostels, bed and breakfasts and hotel comparison websites in current sharing economy. In addition, consumers usually spend a great deal of time and effort on online pre-purchase evaluation because of the ease of the information gathering process where consumers can find a wide variety of options online. Therefore, understanding the drivers that convert browsers into renters is a topic of great interest among marketing managers in the current sharing economy context.

Virtual Buyer-Seller Interaction Is the True Driver of Online Purchase-Intention: A Study by Ism Approach

“…Whereas, brand awareness and perceived value had significant partial mediation effect between source credible online reviews and purchase intention (Chakraborty, 2019) [21]. One step ahead of the above study, a study specified that in the context of online lodging industry, perceived lodging value, perceived lodging price, lodging information, online lodging review, trust with host, and perceived privacy & security of the website has the significant impact on the purchase intention (Nisar, Hajli, Prabhakar, & Dwivedi, 2019) [22]. Again, social network marketing will enhance the market understanding by learning what people want and need rather than trying to persuade them to buy what they happen to be offering (Gohel, 2019) [23].…”

“…Again, social network marketing will enhance the market understanding by learning what people want and need rather than trying to persuade them to buy what they happen to be offering (Gohel, 2019) [23]. Competitive online environment is important to better understand the main drivers of purchase intentions in the online purchasing and how to convert browsers into consumer (Nisar et al, 2019) [22 a ]. But, brand personality, organizational association and perceived quality had no mediation effect between source credible online reviews and purchase intention (Chakraborty, 2019) [21 a ].…”

“…According toEhigie, 2006; Singh & Kaur (2013)[42] [6 a ]main aim of the marketer is to attract the new customers and retain the existing customers, which mainly depends on factors like ease of use, reliability, convenient accessibility, security, low transaction cost and the time consumption. The producer specific attributes are presence of company/ brand in websites(Ho et al, 2014)[30 a ] and einteraction scope given by the company(Nisar et al, 2019). And, social-media specific attributes include convenience to browse(Ke, 2019)[40 a ], technical availability (Erkan, 2016)[32 b ] and attractiveness of the website (Zhenjiao Chen et al, 2019)[38a].…”

Guest editorial

“…Through the multi-relational network analysis and machine learning approach, they find that purchasing habits and collaboration with other peers on the platform have a significant impact on users' intention to purchase e-book. Nisar et al (2019) explore determinants that affect accommodation purchase intentions in a lodging sharing platform. The determinants they identified include perceived lodging value, perceived lodging price, lodging information, online lodging reviews, trust with the host and perceived privacy/security of the website.…”

Protecting privacy in tourism – a perspective article

“…An initial 262 documents were retrieved which was reduced to 91 following screening. A thematic analysis identified that papers on ICT and privacy dominate, with privacy often regarded as synonymous with security (Park and Gretzel, 2007;Nisar et al, 2019), which is important given data breach vulnerability (Flaws, 2019). ICT-related studies of privacy have only substantially emerged since 2010, although the challenge of reconciling computerised transactions with privacy protection has been recognised since the 1970s (Zanzotto, 1981) (Table I).…”