Hey Host, Do Communicate with Guests: Empirical Evidence from Airbnb

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Despite a wide practice of e-market sellers communicating with their consumers, littleattention is given to how the practice affects consumers’ purchase decision process. Based onthe text analysis of 10,479 accommodation cases obtained from Airbnb, we empiricallyexamine the relationship between the sellers’ communication efforts and the wish-listingbehaviors of guests. We find that the wish-listing is positively associated with thecommunication efforts of a host, such as (1) the feedback volume, (2) tailored messages andpersonalized contents, and (3) contingent responses to guest reviews. We discuss thetheoretical and practical implications of the study.
Publisher
강원대학교 경영경제연구소
Issue Date
2018-09
Language
English
Keywords

Communication Efforts; Feedback; Purchase Decision Process; Text Analysis

Citation

아태비즈니스연구, v.9, no.3, pp.1 - 9

ISSN
2233-5900
DOI
10.32599/apjb.9.3.201809.1.
URI
http://hdl.handle.net/10203/246929
Appears in Collection
MT-Journal Papers(저널논문)
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