What makes you choose Airbnb again? An examination of users’ perceptions toward the website and their stay

Abstract Despite Airbnb's popularity as a sharing economy platform, few studies have simultaneously examined its customers’ attitudes toward its website and satisfaction with their Airbnb stay. Adopting the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT), this study attempts to examine Airbnb customers’ psychological behavior toward the entire Airbnb experience. Researchers conduct a self-administered online survey and obtain 212 valid responses. The results indicate that personal innovativeness is a significant antecedent of perceived ease of use, usefulness, and trust. Customers’ attitudes toward the Airbnb website are determined by perceived usefulness and trust, and their satisfaction with the Airbnb stay is affected by amenities and host-guest relationship, leading to loyal customers and repeat business. The findings extend extant literature in sharing economy and provide practical implications for Airbnb website developers and Airbnb hosts to increase customers’ intentions to choose Airbnb again as an accommodation option.