Understanding Vietnamese consumers’ perception and word-of-mouth intentions towards Airbnb

Abstract

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.

Influencing factors on the intention of sharing heritage tourism experience in social media

“…Surprisingly, unlike prior research which (Legohérel, 2015; Munar and Jacobsen, 2014; Parra-López et al , 2011) finds that PU positively influences tourists’ intention of using or adopting travel-related technologies, this paper does not find the significant influence of PU on INT in heritage context. However, another study identifies similar results, which indicate that social benefit does not affect tourists’ eWOM intention (Do and Pereira, 2023). Results present a nonsignificant influence of PEOU on INT, which is contrary to the study of Bilgihan et al (2016).…”

Evaluation of consumer technology experience: The mediation role of customer satisfaction and its impact on customer loyalty and word of mouth.

“…In this context, prior studies have highlighted the positive association between customer satisfaction and word-of-mouth in various contexts. For instance, Andersen et al (2023), Do et al (2023), andZaato et al (2023) found consistent evidence that satisfied customers are more likely to engage in word-of-mouth communication. This contributes to positive recommendations about their actual experiences (Wei et al, 2023).…”

“…Internally, customer satisfaction is gauged through an assessment of service levels and quality that customers anticipate from exiting or previous transactions (Siallagan, 2023). As such, positive customer satisfaction not only encourages favorable WOM referrals but also increases the likelihood of repeat business and enhances loyalty levels (Do & Pereira, 2023). Further, it reflects sentiments arising from products' performance assessments against customer expectations (Veloso & Gomez-Suarez, 2023).…”

“…Given that the pivotal role of customer satisfaction serves as a mediator between various metrics of chatbot service quality, intent to buy, and WOM (Khan et al, 2022;Yu & Park, 2022;Zaato et al, 2023), the current paper contributes to our understanding of how e-service agents, i.e., chatbots, influence customer-brand relationships (Magno & Dossena, 2023) through customer satisfaction as a mediator. Additionally, customer satisfaction is identified as a mediating factor in the nexus between perceived hedonic beneficial effects and e-WOM intentions (Do et al, 2023). However, Venkatakrishnan et al (2023) explored customer satisfaction as an intermediary in the relationship between service quality and customer loyalty.…”

Youths’ Word-of-Mouth in a Developing Country: Roles of Green Promotion and Green Brand Loyalty

“…These include product quality (Mouloudj & Bouarar, 2021), emotional value, social value, conditional value, epistemic value (Aravindan et al, 2023), brand love (Niyomsart & Khamwon, 2015), social influence, and perceived value (Mouloudj & Bouarar, 2021). In Vietnam, studies have also found that customer satisfaction (Do & Pereira, 2023), festival attractiveness (Nghi et al, 2021), brand awareness, and brand attitude (Anh, 2022) play a significant effect on WoM. Regarding green products, some factors have been proven to have a significant impact on WoM, such as visual display and environmental ergonomics (Rini et al, 2020).…”