Does Airbnb offer hedonic or utilitarian products? An experimental analysis of motivations to use Airbnb

References

• AIRBNB. (2018). About Us. Retrieved 27 Oct 2018, from https://press.airbnb.com/about-us/.
   Google Scholar
• Amaro, S., Andreu, L., & Huang, S. (2019). Millenials’ intentions to book on Airbnb. Current Issues in Tourism, 22(18), 2284–2298. doi:10.1080/13683500.2018.1448368
   Web of Science ®Google Scholar
• Botti, S., & McGill, A. L. (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research, 37(6), 1065–1078. doi:10.1086/656570
   Web of Science ®Google Scholar
• Brenner, P. S., & DeLamater, J. (2016). Lies, damned lies, and survey self-reports? Identity as a cause of measurement bias. Social Psychology Quarterly, 79(4), 333–354. doi:10.1177/0190272516628298
   PubMed Web of Science ®Google Scholar
• Byun, J., & Jang, S. S. (2015). Effective destination advertising: Matching effect between advertising language and destination type. Tourism Management, 50, 31–40. doi:10.1016/j.tourman.2015.01.005
   Web of Science ®Google Scholar
• Chatterjee, D., Dandona, B., Mitra, A., & Giri, M. (2019). Airbnb in India: Comparison with hotels, and factors affecting purchase intentions. International Journal of Culture, Tourism and Hospitality Research, 13(4), 430–442. doi:10.1108/IJCTHR-05-2019-0085
   Web of Science ®Google Scholar
• Chen, Y., & Xie, K. (2017). Consumer valuation of Airbnb listings: A hedonic pricing approach. International Journal of Contemporary Hospitality Management, 29(9), 2405–2424. doi:10.1108/IJCHM-10-2016-0606
   Web of Science ®Google Scholar
• Couwenberg, L. E., Boksem, M. A., Dietvorst, R. C., Worm, L., Verbeke, W. J., & Smidts, A. (2017). Neural responses to functional and experiential ad appeals: Explaining ad effectiveness. International Journal of Research in Marketing, 34(2), 355–366. doi:10.1016/j.ijresmar.2016.10.005
   Web of Science ®Google Scholar
• Daniel, E. S., Jr., Crawford Jackson, E. C., & Westerman, D. K. (2018). The influence of social media influencers: Understanding online vaping communities and parasocial interaction through the lens of Taylor’s six-segment strategy wheel. Journal of Interactive Advertising, 18(2), 96–109. doi:10.1080/15252019.2018.1488637
   Google Scholar
• Deb, M., & Lomo-David, E. (2020). On the hedonic versus utilitarian message appeal in building buying intention in the luxury hotel industry. Journal of Hospitality and Tourism Management, 45, 615–621. doi:10.1016/j.jhtm.2020.10.015
   Web of Science ®Google Scholar
• Dolnicar, S. (2019). A review of research into paid online peer-to-peer accommodation: Launching the Annals of Tourism Research curated collection on peer-to-peer accommodation. Annals of Tourism Research, 75, 248–264. doi:10.1016/j.annals.2019.02.003
   Web of Science ®Google Scholar
• Drolet, A., & Aaker, J. (2002). Off-target? Changing cognitive-based attitudes. Journal of Consumer Psychology, 12(1), 59–68. doi:10.1207/S15327663JCP1201_06
   Web of Science ®Google Scholar
• Drolet, A., Williams, P., & Lau-Gesk, L. (2007). Age-related differences in responses to affective vs. Rational ads for hedonic vs. Utilitarian products. Marketing Letters, 18(4), 211–221. doi:10.1007/s11002-007-9016-z
   Web of Science ®Google Scholar
• Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19–39. doi:10.1108/YC-07-2016-00622
   Web of Science ®Google Scholar
• Falk, M., Larpin, B., & Scaglione, M. (2019). The role of specific attributes in determining prices of Airbnb listings in rural and urban locations. International Journal of Hospitality Management, 83, 132–140. doi:10.1016/j.ijhm.2019.04.023
   Web of Science ®Google Scholar
• Gibbs, C., Guttentag, D., Gretzel, U., Morton, J., & Goodwill, A. (2018). Pricing in the sharing economy: A hedonic pricing model applied to Airbnb listings. Journal of Travel & Tourism Marketing, 35(1), 46–56. doi:10.1080/10548408.2017.1308292
   Web of Science ®Google Scholar
• Golan, G. J., & Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of Computer-Mediated Communication, 13(4), 959–972. doi:10.1111/j.1083-6101.2008.00426.x
   Web of Science ®Google Scholar
• Gong, Z., & Cummins, R. G. (2020). Redefining rational and emotional advertising appeals as available processing resources: Toward an information processing perspective. Journal of Promotion Management, 26(2), 277–299. doi:10.1080/10496491.2019.1699631
   Google Scholar
• Guttentag, D. (2015). Airbnb: Disruptive innovation and the rise of an informal tourism accommodation sector. Current Issues in Tourism, 18(2), 1192–1217. doi:10.1080/13683500.2013.827159
   Google Scholar
• Guttentag, D., Smith, S., Potwarka, L., & Havitz, M. (2018). Why tourists choose Airbnb: A motivation-based segmentation study. Journal of Travel Research, 57(3), 342–359. doi:10.1177/0047287517696980
   Web of Science ®Google Scholar
• Guttentag, D., & Smith, S. L. (2020). The diffusion of Airbnb: A comparative look at earlier adopters, later adopters, and non-adopters. Current Issues in Tourism, 1–20. doi:10.1080/13683500.2020.1782855
   Web of Science ®Google Scholar
• Hajibaba, H., & Dolnicar, S. (2017). Substitutable by peer-to-peer accommodation networks? Annals of Tourism Research, 66(C), 185–188. doi:10.1016/j.annals.2017.05.013
   Google Scholar
• Hetsroni, A. (2000). The relationship between values and appeals in Israeli advertising: A smallest space analysis. Journal of Advertising, 29(3), 55–68. doi:10.1080/00913367.2000.10673617
   Web of Science ®Google Scholar
• Hossain, M. (2020). Sharing economy: A comprehensive literature review. International Journal of Hospitality Management, 87. doi:10.1016/j.ijhm.2020.102470
   Web of Science ®Google Scholar
• Jang, J., Choi, J., Jeon, H., & Kang, J. (2019). Understanding US travellers’ motives to choose Airbnb: A comparison of business and leisure travellers. International Journal of Tourism Sciences, 19(3), 192–209. doi:10.1080/15980634.2019.1664006
   Google Scholar
• Jones, D. L., Day, J., & Quadri-Felitti, D. (2013). Emerging definitions of boutique and lifestyle hotels: A Delphi study. Journal of Travel & Tourism Marketing, 30(7), 715–731. doi:10.1080/10548408.2013.827549
   Web of Science ®Google Scholar
• Kim, K., Lee, S., & Choi, Y. K. (2019). Image proximity in advertising appeals: Spatial distance and product types. Journal of Business Research, 99, 490–497. doi:10.1016/j.jbusres.2017.08.031
   Web of Science ®Google Scholar
• Kronrod, A., & Danziger, S. (2013). “Wii will rock you!” The use and effect of figurative language in consumer reviews of hedonic and utilitarian consumption. Journal of Consumer Research, 40(4), 726–739. doi:10.1086/671998
   Web of Science ®Google Scholar
• Lau-Gesk, L., & Meyers-Levy, J. (2009). Emotional persuasion: When the valence versus the resource demands of emotions influence consumers’ attitudes. Journal of Consumer Research, 36(4), 585–599. doi:10.1086/605297
   Web of Science ®Google Scholar
• Lee, S., & Kim, D. Y. (2018). The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users. International Journal of Contemporary Hospitality Management, 30(3), 1332–1351. doi:10.1108/IJCHM-09-2016-0504
   Web of Science ®Google Scholar
• Liu, S. Q., & Mattila, A. S. (2016). Using comparative advertising to promote technology-based hospitality services. Cornell Hospitality Quarterly, 57(2), 162–171. doi:10.1177/1938965516630424
   Web of Science ®Google Scholar
• Liu, S. Q., & Mattila, A. S. (2017). Airbnb: Online targeted advertising, sense of power, and consumer decisions. International Journal of Hospitality Management, 60, 33–41. doi:10.1016/j.ijhm.2016.09.012
   Web of Science ®Google Scholar
• Lwin, M., & Phau, I. (2013). Effective advertising appeals for websites of small boutique hotels. Journal of Research in Interactive Marketing, 7(1), 18–32. doi:10.1108/17505931311316725
   Google Scholar
• Makkar, M., & Yap, S. F. (2020). Managing hearts and minds: Romanticizing Airbnb experiences. Current Issues in Tourism, 1–20. doi:10.1080/13683500.2020.1792855
   Web of Science ®Google Scholar
• Mao, Z., & Lyu, J. (2017). Why travelers use Airbnb again? International Journal of Contemporary Hospitality Management, 29(9), 2464–2482.
   Web of Science ®Google Scholar
• Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378–387. doi:10.1016/j.jbusres.2017.12.047
   Web of Science ®Google Scholar
• Mattila, A. S. (2000). The role of narratives in the advertising of experiential services. Journal of Service Research, 3(1), 35–45. doi:10.1177/109467050031003
   Google Scholar
• Mattila, A. S. (2001). Do emotional appeals work for hotels? An Exploratory Study. Journal of Hospitality & Tourism Research, 25(1), 31–45. doi:10.1177/109634800102500104
   Google Scholar
• Mayer, N. D., & Tormala, Z. L. (2010). “Think” versus “feel” framing effects in persuasion. Personality and Social Psychology Bulletin, 36(4), 443–454. doi:10.1177/0146167210362981
   PubMed Web of Science ®Google Scholar
• McIntosh, A., & Siggs, A. (2005). An exploration of the experiential nature of boutique accommodation. Journal of Travel Research, 44(1), 74–81. doi:10.1177/0047287505276593
   Google Scholar
• Mody, M., & Hanks, L. (2020). Consumption authenticity in the accommodations industry: The keys to brand love and brand loyalty for hotels and airbnb. Journal of Travel Research, 59(1), 173–189. doi:10.1177/0047287519826233
   Web of Science ®Google Scholar
• Noble, G., Pomering, A., & Johnson, L. W. (2014). Gender and message appeal: Their influence in a pro-environmental social advertising context. Journal of Social Marketing, 4(1), 4–21. doi:10.1108/JSOCM-12-2012-0049
   Google Scholar
• Okazaki, S., Mueller, B., & Taylor, C. R. (2010). Global consumer culture positioning: Testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers. Journal of International Marketing, 18(2), 20–34. doi:10.1509/jimk.18.2.20
   Web of Science ®Google Scholar
• Paolacci, G., Chandler, J., & Ipeirotis, P. G. (2010). Running experiments on Amazon mechanical Turk. Judgment and Decision Making, 5(5), 411–419.
   Web of Science ®Google Scholar
• Pollay, R. W. (1983). Measuring the cultural values manifest in advertising. Current Issues and Research in Advertising, 6(1), 71–92.
   Google Scholar
• Poon, K. Y., & Huang, W. J. (2017). Past experience, traveler personality and tripographics on intention to use Airbnb. International Journal of Contemporary Hospitality Management, 29(9), 2425–2443. doi:10.1108/IJCHM-10-2016-0599
   Web of Science ®Google Scholar
• Ryu, K., Han, H., & Jang, S. S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416–432. doi:10.1108/09596111011035981
   Web of Science ®Google Scholar
• Sahin, S., Baloglu, S., & Topcuoglu, E. (2020). The influence of green message types on advertising effectiveness for luxury and budget hotel segments. Cornell Hospitality Quarterly, 61(4), 443–460. doi:10.1177/1938965519892189
   Web of Science ®Google Scholar
• Shuqair, S., Pinto, D. C., & Mattila, A. S. (2019). Benefits of authenticity: Post-failure loyalty in the sharing economy. Annals of Tourism Research, 78. doi:10.1016/j.annals.2019.06.008
   Web of Science ®Google Scholar
• So, K. K. F., Kim, H., & Oh, H. (2021). What makes Airbnb experiences enjoyable? The Effects of Environmental Stimuli on Perceived Enjoyment and Repurchase Intention. Journal of Travel Research, 60(5), 1018–1038.
   Google Scholar
• So, K. K. F., Oh, H., & Min, S. (2018). Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach. Tourism Management, 67, 224–236. doi:10.1016/j.tourman.2018.01.009
   Web of Science ®Google Scholar
• Sthapit, E., & Jiménez-Barreto, J. (2018). Exploring tourists’ memorable hospitality experiences: An Airbnb perspective. Tourism Management Perspectives, 28, 83–92. doi:10.1016/j.tmp.2018.08.006
   Web of Science ®Google Scholar
• Taylor, R. E. (1999). A six-segment message strategy wheel. Journal of Advertising Research, 39(6), 7–17.
   Web of Science ®Google Scholar
• Tran, T. H., & Filimonau, V. (2020). The (de) motivation factors in choosing Airbnb amongst Vietnamese consumers. Journal of Hospitality and Tourism Management, 42, 130–140. doi:10.1016/j.jhtm.2019.10.011
   Web of Science ®Google Scholar
• Tsai, W. H., & Lancaster, A. R. (2012). Message strategies in direct-to-consumer pharmaceutical advertising: A content analysis using taylor's six-segment message strategy wheel. Health Marketing Quarterly, 29(3), 239–255. doi:10.1080/07359683.2012.705708
   PubMedGoogle Scholar
• Tussyadiah, I. P. (2016). Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, 55, 70–80. doi:10.1016/j.ijhm.2016.03.005
   Web of Science ®Google Scholar
• Tussyadiah, I. P., & Pesonen, J. (2018). Drivers and barriers of peer-to-peer accommodation stay–an exploratory study with American and Finnish travellers. Current Issues in Tourism, 21(6), 703–720. doi:10.1080/13683500.2016.1141180
   Web of Science ®Google Scholar
• Tussyadiah, I. P., & Zach, F. (2017). Identifying salient attributes of peer-to-peer accommodation experience. Journal of Travel & Tourism Marketing, 34(5), 636–652. doi:10.1080/10548408.2016.1209153
   Web of Science ®Google Scholar
• Vakharia, D., & Lease, M. (2015). Beyond Mechanical Turk: An analysis of paid crowd work platforms. Proceedings of iConference 2015 (pp. 1–17). Retrieved 13 January, 2019, from March 24-27, 2015. https://www.ischool.utexas.edu/~ml/papers/donna-iconf15.pdf
   Google Scholar
• Volgger, M., Taplin, R., & Pforr, C. (2019). The evolution of ‘airbnb-tourism’: Demand-side dynamics around international use of peer-to-peer accommodation in Australia. Annals of Tourism Research, 75, 322–337. doi:10.1016/j.annals.2019.02.007
   Web of Science ®Google Scholar
• Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310–320. doi:10.1509/jmkr.40.3.310.19238
   Web of Science ®Google Scholar
• Wang, D., & Nicolau, J. L. (2017). Price determinants of sharing economy based accommodation rental: A study of listings from 33 cities on airbnb. Com. International Journal of Hospitality Management, 62, 120–131. doi:10.1016/j.ijhm.2016.12.007
   Web of Science ®Google Scholar
• Wang, S., Kim, S., & Agrusa, J. (2018). A comparative study of perceptions of destination advertising according to message appeal and endorsement type. Asia Pacific Journal of Tourism Research, 23(1), 24–41. doi:10.1080/10941665.2017.1394336
   Web of Science ®Google Scholar
• Wisker, Z. L., Kadirov, D., & Bone, C. (2019). Modelling P2P Airbnb online host advertising effectiveness: The role of emotional appeal information completeness creativity and social responsibility. International Journal of Culture, Tourism and Hospitality Research, 13(4), 505–523. doi:10.1108/IJCTHR-03-2019-0045
   Web of Science ®Google Scholar
• Woodside, A. G. (2010). Case study research. Emerald Group Publishing.
   Google Scholar
• Zhang, H., Sun, J., Liu, F., & Knight, J. G. (2014). Be rational or be emotional: Advertising appeals, service types and consumer responses. European Journal of Marketing, 48(11/12), 2105–2126. doi:10.1108/EJM-10-2012-0613
   Web of Science ®Google Scholar
• Zhu, Y., Cheng, M., Wang, J., Ma, L., & Jiang, R. (2019). The construction of home feeling by Airbnb guests in the sharing economy: A semantics perspective. Annals of Tourism Research, 75, 308–321. doi:10.1016/j.annals.2018.12.013
   Web of Science ®Google Scholar