에어비엔비 소비자들의 가격 정보, 태도, 구전 간의 관계: 리뷰 정보의 조절효과

초록

Abstract: The purpose of this study was to more thoroughly examine the structural relationships among price information, consumer attitude, and word-of-mouth in the context of Airbnb, while also investigating the moderating role of review information. A survey method was employed as the primary research instrument, and data were collected from 312 respondents through the Clickworker platform. To test the proposed hypotheses, Hayes’ process macro model 8 with 5,000 bootstrap samples was utilized, and the simple slope technique was applied to further examine the moderating effect of review information. The findings indicated that price information was positively associated with both consumer attitude and word-of-mouth, and that consumer attitude, in turn, exerted a positive influence on word-of-mouth. In addition, review information was found to significantly moderate the relationship between price information and attitude, suggesting that the impact of price information on attitude varies depending on consumers’ perceptions of review information. These results extend the existing literature by clarifying the interrelationships among key informational and psychological factors in the Airbnb context, and they also offer meaningful managerial implications for Airbnb property managers and platform operators in terms of designing effective information presentation strategies.

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