What Makes Hosts Trust Airbnb? Antecedents of Hosts’ Trust toward Airbnb and Its Impact on Continuance Intention

Abstract

Sharing economy platforms are growing at an unprecedented rate. Travel and tourism scholars have been focusing on customers’ sharing intention, yet the literature has largely overlooked what makes sharing service providers trust a sharing economy platform and decide to continue using it. Drawing on sociotechnical theory and the information systems success model, in conjunction with privacy concerns and economic value perspectives, this study develops an integrated model of antecedents and consequences of trust toward sharing economy platforms. Data from 606 Airbnb hosts were analyzed through structural equation modeling. Our research documents the importance of social antecedents (i.e., social value orientation and social utility), technical antecedents (i.e., system quality, service quality, and information quality), economic antecedents (i.e., monetary rewards) and privacy assurance antecedents (i.e., perceived effectiveness of privacy policy) in shaping hosts’ trust toward Airbnb, thereby enhancing their continuance intention with regard to using the platform.

Building Consumers’ Trust in Electronic Retail Platforms in the Sub-Saharan Context: an exploratory study on Drivers and Impact on Continuance Intention

“…This suggests that consumer trust toward e-tail websites is highly influenced by the quality of information presented on the website. This result is consistent with the findings of Wang et al (2020) and Agag and El-Masry (2017) who have examined antecedents to trust towards sharing economy platforms and online travel websites respectively. The finding is consistent with studies conducted in a more developed country context (Zhou et al 2016).…”

“…Theoretically speaking, the results demonstrate the importance of personality, cognition, and affect-based factors in building consumer trust in etail platforms. Also, the influence of trust on continuance intention to use e-tail websites is in alignment with the findings of several previous studies (Gao et al 2015;Agag and El-Masry 2017;Wang et al 2020). Past research has recognized the lack of trust that characterizes the use of e-tail platforms in Nigeria (Oghenerukevbe 2008;Ayo et al 2011), suggesting that the perceived risk of using online platforms for payments can deter many consumers.…”

Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?

“…In general, value-related antecedents had the strongest influence on bookings (19 positive votes), affective (18 positive votes) and conative (12 positive votes) loyalty, and value co-creation (10 positive votes). Economic value was the main driver behind the positive impact on these decisions and outcomes ( Tussyadiah, 2016 , Tussyadiah and Pesonen, 2016 ), whereas social value was a noteworthy driver of affective loyalty ( Jiang et al, 2019 , Wang et al, 2020 ). The multi-faceted antecedents to value co-creation is also interesting as the 10 votes it garnered comprised of economic, emotional, epistemic, ethical, functional, green, and social values ( Jiang et al, 2019 , Zhang et al, 2018 ).…”

Research directions for sharing economy issues

“…Thus, an equally valid direction for research -beyond the issue of prosocial objective functions and sustainability -is to delve more deeply into managing the corporate engines for economic success in a quickly changing consumer, social, economic and regulatory environment. It will be similarly useful to probe deeper to understand the fundamental issues with sharing economy suppliers' trust, such as in ride-sharing (Cheng et al, 2020) and accommodations (Wang et al, 2019).…”