The antecedents of perceived value in the Airbnb context

PurposeThis study aims to examine the antecedents of perceived value in the Airbnb context using the variables of perceived benefits (i.e. monetary saving, hedonic benefit, novelty and social interaction) and perceived risks (i.e. performance, physical, psychological and time).Design/methodology/approachThe study population was Airbnb users in South Korea. This study applied a survey research method using a questionnaire. A link to the survey was sent via e-mail to panel members of a multinational research company.FindingsThe results revealed the positive influence of monetary saving, hedonic benefit and novelty on perceived value and the negative influence of psychological risk on perceived value.Research limitations/implicationsThe results of this study, which identified the specific factors that influence Airbnb users’ perception of value, can assist Airbnb managers and Airbnb hosts in developing appropriate marketing plans and strategies to enhance the value of their offerings.Originality/valueThis study provided empirical support to the inclusion of affective factors and risk in determining perceived value. Moreover, while previous Airbnb studies focused on consumers from Western countries (e.g. USA and Canada), this study used a sample of South Korean consumers.