P2P accommodation motivators and repurchase intention: A comparison of indirect and total effects before and during the COVID-19 pandemic

ABSTRACT

Despite increased research attention on guests’ motivators to use peer-to-peer (P2P) accommodation, such as Airbnb, it remains unclear which motivators have the strongest effect on repurchase intention; and how the COVID-19 pandemic changes the effects of motivators. By conducting two U.S.-based studies before and during the COVID-19 pandemic, this study tested and compared the indirect and total effects of 13 motivators on repurchase intention on the P2P accommodation platforms via satisfaction. Functional motivators increased repurchase intention via satisfaction before and during the pandemic. Neighborhood – a location-based functional motivator – consistently had the strongest total effects on repurchase intention. COVID-anxiety amplified the relationship between three functional motivators on satisfaction (amenities, neighborhood, convenience). This indicates that the pandemic does not uniformly affect all guests. This study illustrates how the COVID-19 pandemic has changed the needs of P2P accommodation guests, and provides important managerial implications for P2P hosts and investors.

尽管越来越多的研究关注客人使用点对点（P2P）住宿的动机，如Airbnb，但尚不清楚哪些动机对回购意愿的影响最大;2019冠状病毒疾病如何改变动机的影响. 本研究通过对2019冠状病毒疾病流行前后的两个美国研究，检验并比较了13种激励因素对P2P住宿平台的再购买意愿的影响. 在大流行之前和期间，功能性激励因素通过满足感增加了再购买意愿. 邻里关系——一种基于位置的功能性激励因素——对再购买意愿的总体影响一直最强. 新冠病毒焦虑加剧了三种功能性动机（便利设施、社区、便利性）对满意度的影响. 这表明大流行并没有统一影响所有的客人. 这项研究说明2019冠状病毒疾病如何改变了P2P住宿客人的需求，并为P2P主机和投资者提供了重要的管理启示.

KEYWORDS:

• Peer-to-peer (P2P) accommodation motivators
• repurchase intention
• satisfaction
• COVID-19 pandemic
• COVID-anxiety

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the University of Nevada, Las Vegas [UNLV Hospitality College Thesis Grant].