INFLUENCE OF CUSTOMER TRUST AND PERCEIVED RISK TO WILLINGNESS TO REVISIT IN AIRBNB ACCOMMODATION
Abstract
As Airbnb continues to grow in popularity as a lodging option, understanding what drives customer trust and perceived risk plays a critical role in shaping revisit behavior. This study investigates how these two factors influence the willingness to revisit Airbnb accommodations among users. Using a descriptive-quantitative research design, a survey was administered to 385 respondents to measure levels of customer trust (perceived usefulness, ability, ease of use, and integrity) and perceived risks (psychological, performance, physical, convenience, and social). The results revealed that customer trust, especially perceived usefulness, had a strong positive impact on the intention to revisit, while psychological risk had the most notable negative effect. The regression model showed that 67.2% of the variance in willingness to revisit could be explained by the independent variables, highlighting the greater influence of trust over risk in customer decision-making. These findings emphasize the importance of building customer trust while minimizing perceived risks to encourage continued use of Airbnb.
SDG Indicator: #8 (Decent Work and Economic Growth), #9 (Industry, Innovation and Infrastructure)
Article visualizations:
Keywords
Full Text:
PDFReferences
Agina, M. F., Aliane, N., Sawy, O. E., Khairy, H. A., & Fayyad, S. (2023). Risks in relation to adopting Airbnb accommodation: The role of fear of COVID-19. Sustainability, 15(6), 5050. Retrieved from https://www.mdpi.com/2071-1050/15/6/5050
Ahmad, S., Wasim, S., Irfan, S., Gogoi, S., Srivastava, A., & Farheen, Z. (2019). Qualitative v/s. quantitative research - A summarized review. Population, 1(2), 2828-2832. Retrieved from https://journals.indexcopernicus.com/api/file/viewByFileId/916903.pdf
An, S., Suh, J., & Eck, T. (2019). Examining structural relationships among service quality, perceived value, satisfaction and revisit intention for Airbnb guests. International Journal of Tourism Sciences, 19(3), 145-165. Retrieved from https://www.researchgate.net/profile/Soyoung-An/publication/336033929_Examining_structural_relationships_among_service_quality_perceived_value_satisfaction_and_revisit_intention_for_airbnb_guests/links/60bb0f42299bf10dff972bf8/Examining-structural-relationships-among-service-quality-perceived-value-satisfaction-and-revisit-intention-for-airbnb-guests.pdf
Cui, W., Shen, H., Yan, Y. Q., & Shi-zheng, H. (2020). The impact of E-service quality in P2P accommodations on customer behavior intention: Evidence from chinese customers. Revista Argentina de Clínica Psicológica, 29(5), 296. Retrieved from https://www.researchgate.net/profile/Shi-Zheng-Huang-2/publication/345843509_The_Impact_of_E-service_quality_in_P2P_accommodations_on_Customer_Behavior_Intention_Evidence_from_Chinese_Customers/links/5fafa9c6a6fdcc9ae050e662/The-Impact-of-E-service-quality-in-P2P-accommodations-on-Customer-Behavior-Intention-Evidence-from-Chinese-Customers.pdf
Ding, K., Niu, Y., & Choo, W. C. (2023). The evolution of Airbnb research: A systematic literature review using structural topic modeling. Heliyon, 9(6). Retrieved from https://www.cell.com/heliyon/pdf/S2405-8440(23)04298-6.pdf
Garg, A. (2020). Factors influencing generation Y to choose Airbnb. In The Emerald Handbook of ICT in Tourism and Hospitality (pp. 45-65). Emerald Publishing Limited. Retrieved from https://www.researchgate.net/publication/346363593_Factors_Influencing_Generation_Y_to_Choose_Airbnb
Hsieh, Y. C. J., Chen, Y. L., & Yin, P. (2022). Peer-to-peer accommodation risk perceptions and risk-reduction strategies: A cross-cultural perspective. Journal of Hospitality and Tourism Management, 51, 279-288. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S1447677022000687
Ho, C. I., Chen, T. S., & Li, C. P. (2023). Airbnb’s negative externalities from the consumer’s perspective: How the effects influence the booking intention of potential guests. Sustainability, 15(11), 8695. Retrieved from https://www.researchgate.net/publication/371116309_Airbnb's_Negative_Externalities_from_the_Consumer's_Perspective_How_the_Effects_Influence_the_Booking_Intention_of_Potential_Guests
Hong, L.S., Razak, N.A.A., Sulong, N.A., Yahya, F.S. and Nawi, N.M.M. (2021). Relationship among Attitude, Subjective Norms, Perceived Behaviour Control towards Airbnb Revisit Intention.
Jun, S. H. (2020). The effects of perceived risk, brand credibility and past experience on purchase intention in the Airbnb context. Sustainability, 12(12), 5212. Retrieved from https://www.mdpi.com/2071-1050/12/12/5212
Kapil, G. (2022). Investigation of consumer intention to use Airbnb based on
utilitarian and hedonic values, trust and perceived risk. 호텔관광연구,
(3), pp.143-161. Retrieved from https://www.researchgate.net/profile/Kapil-Gurung/publication/362262097_Investigation_of_consumer_intention_to_use_Airbnb_based_on_utilitarian_and_hedonic_values_trust_and_perceived_risk/links/63a970d6c3c99660eba7f1f7/Investigation-of-consumer-intention-to-use-Airbnb-based-on-utilitarian-and-hedonic-values-trust-and-perceived-risk.pdf
Kuhzady, S., Seyfi, S., & Béal, L. (2022). Peer-to-peer (P2P) accommodation in the sharing economy: A review. Current Issues in Tourism, 25(19), 3115-3130. https://doi.org/10.1080/13683500.2020.1786505
Lee, C. K. H., & Tse, Y. K. (2021). Improving peer-to-peer accommodation service based on text analytics. Industrial Management & Data Systems, 121(2), 209-227. Retrieved from https://orca.cardiff.ac.uk/id/eprint/136222/6/PDF_Proof %281%29.pdf
Lee, J., Erdogan, A. N., & Hong, I. B. (2021). Participation in the sharing economy revisited: The role of culture and social influence on Airbnb. Sustainability, 13(17), 9980. Retrieved from https://www.mdpi.com/2071-1050/13/17/9980
Lee, S. H., & Deale, C. (2021). Consumers' perceptions of risks associated with the use of Airbnb before and during the COVID-19 pandemic. International Hospitality Review, 35(2), 225-239. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/IHR-09-2020-0056/full/html
Malazizi, N., Alipour, H., & Olya, H. (2018). Risk perceptions of Airbnb hosts: Evidence from a Mediterranean island. Sustainability, 10(5), 1349. Retrieved from https://www.mdpi.com/2071-1050/10/5/1349?_scpsug=crawled
Marth, S., Hartl, B., & Penz, E. (2022). Sharing on platforms: Reducing perceived risk for peer‐to‐peer platform consumers through trust‐building and regulation. Journal of consumer behaviour, 21(6), 1255-1267. Retrieved from https://onlinelibrary.wiley.com/doi/pdf/10.1002/cb.2075
Mohsin, A., & Lengler, J. (2021). Airbnb hospitality: Exploring users and non-users’ perceptions and intentions. Sustainability, 13(19), 10884. Retrieved from https://www.mdpi.com/2071-1050/13/19/10884
Nobre Pereira, L., Do, T., Matos, S. J. A., & Del Chiappa, G. (2024). The moderating role of sense of power and psychological risk on the effect of eWOM and purchase intentions for Airbnb. Journal of Tourism, Heritage & Services Marketing, 10(2), 3-14. Retrieved from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5065532
Ozdemir, E., & Sonmezay, M. (2020). The effect of the e-commerce companies' benevolence, integrity and competence characteristics on consumers' perceived trust, purchase intention and attitudinal loyalty. Business and Economics Research Journal, 11(3), 807-821. Retrieved from https://www.berjournal.com/wp-content/plugins/downloads-manager/upload/BERJ11320Article14p.807-821.pdf
Park, S., & Tussyadiah, I. P. (2019). How Guests Develop Trust in Hosts: An Investigation of Trust Formation in P2P Accommodation. Journal of Travel Research, 59(8), 1402-1412. Retrieved from https://www.researchgate.net/publication/337198168_How_Guests_Develop_Trust_in_Hosts_An_Investigation_of_Trust_Formation_in_P2P_Accommodation
Park, S., & Tussyadiah, I. P. (2020). How guests develop trust in hosts: An investigation of trust formation in P2P accommodation. Journal of Travel Research, 59(8), 1402-1412. Retrieved from https://journals.sagepub.com/doi/abs/10.1177/0047287519884654
Quoquab, F., & Mohammad, J. (2022). The salient role of media richness, host-guest relationship, and guest satisfaction in fostering Airbnb guests' repurchase intention. Journal of Electronic Commerce Research, 23(2), 59-76. Retrieved from http://www.jecr.org/sites/default/files/2022vol23no2_Paper1.pdf
Ramos, A. P., Tanes, R. L. V., & Esplanada, D. E. (2022). Sentiment analysis in service quality of Eugene’s villa of baler based on Airbnb reviEWS. Quantum Journal of Social Sciences and Humanities, 3(6), 153-167. https://doi.org/10.55197/qjssh.v3i6.201
Ratilla, M., Dey, S. K., & Chovancová, M. (2021). The sharing economy and the antecedents of resource sharing intentions: Evidence from a developing country. Cogent Business & Management, 8(1), 1997245. Retrieved from https://www.tandfonline.com/doi/pdf/10.1080/23311975.2021.1997245
Ratilla, M., Dey, S. K., & Chovancova, M. (2023). Attitude Towards Peer-to-Peer Accommodation: Evidence from Tourists in the Philippines. Tourism: An International Interdisciplinary Journal, 71(2), 301-315. Retrieved from https://hrcak.srce.hr/301294
Reinhold, S., & Dolnicar, S. (2018). How Airbnb creates value. Peer-to-Peer Accommodation Networks; Dolnicar, S., Ed, 39-53. Retrieved from https://library.oapen.org/bitstream/handle/20.500.12657/30986/1/640674.pdf#page=50
Sthapit, E., & Björk, P. (2019). Sources of distrust: Airbnb guests' perspectives. Tourism Management Perspectives, 31, 245-253. Retrieved from https://www.sciencedirect.com/science/article/pii/S2211973619300637
Tajeddini, K., Rasoolimanesh, S. M., Gamage, T. C., & Martin, E. (2021). Exploring the visitors' decision-making process for Airbnb and hotel accommodations using value-attitude-behavior and theory of planned behavior. International Journal of Hospitality Management, 96, 102950. Retrieved from https://shura.shu.ac.uk/28577/1/IJHM2021.pdf
Tran, T. P., Wen, C., & Gugenishvili, I. (2023). Exploring the relationship between trusts, likability, brand loyalty, and revisit intentions in the context of Airbnb. Journal of Hospitality and Tourism Technology, 14(4), 540-556. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/jhtt-09-2021-0270/full/html
Tumbali, M.V.L. (2020). “Sharing Economy” the Case of Airbnb in NCR: an Honestly Significant Difference (HSD) Test. Journal of Tourism, Hospitality and Environment Management (JTHEM), 5(19). Retrieved from https://gaexcellence.com/index.php/jthem/article/view/1583
Tyagi, K., Rane, C. and Manry, M. (2022). Regression analysis. In Artificial Intelligence and machine learning for EDGE computing (pp. 53-63). Academic Press. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/B9780128240540000071
Wang, Y., Asaad, Y., & Filieri, R. (2020). What makes hosts trust Airbnb? Antecedents of hosts’ trust toward Airbnb and its impact on continuance intention. Journal of Travel Research, 59(4), 686-703. Retrieved from https://eprints.whiterose.ac.uk/153176/8/fulltext.pdf
Ye, S., Ying, T., Zhou, L., & Wang, T. (2019). Enhancing customer trust in peer-to-peer accommodation: A “soft” strategy via social presence. International Journal of Hospitality Management, 79, 1-10. Retrieved from https://e-tarjome.com/storage/panel/fileuploads/2019-07-22/1563793025_E11472-e-tarjome.pdf
Yi, J., Yuan, G., & Yoo, C. (2020). The effect of the perceived risk on the adoption of the sharing economy in the industry: The case of Airbnb. Information Processing & Management, 57(1), 102108. https://doi.org/10.1016/j.ipm.2019.102108
Zubair, A., Baharun, R., Kiran, F., & Abro, M. A. (2022). Understanding the Airbnb user continuation intention: The moderating role of perceived risk. Frontiers in Psychology, 13, 929060. Retrieved from https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.929060/full
DOI: http://dx.doi.org/10.46827/ejmms.v10i1.2014
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Francine F. Granada, Charlize O. Torres, Karen Joy L. Varquez, Stilo Floyd Schneider
This work is licensed under a Creative Commons Attribution 4.0 International License.
The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.
Copyright © 2017-2026. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.
This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.
