Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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Hey Host, Do Communicate with Guests: Empirical Evidence from Airbnb

  • Received : 2018.08.31
  • Accepted : 2018.09.21
  • Published : 2018.09.30
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Abstract

Despite a wide practice of e-market sellers communicating with their consumers, little attention is given to how the practice affects consumers' purchase decision process. Based on the text analysis of 10,479 accommodation cases obtained from Airbnb, we empirically examine the relationship between the sellers' communication efforts and the wish-listing behaviors of guests. We find that the wish-listing is positively associated with the communication efforts of a host, such as (1) the feedback volume, (2) tailored messages and personalized contents, and (3) contingent responses to guest reviews. We discuss the theoretical and practical implications of the study.

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