Enhancing Consumers' Repurchase Intention in Peer-to-Peer Accommodation Following a Dual Processing Model: A Principal-Agent Perspective

In peer-to-peer (P2P) accommodation, consumers face high levels of consumption uncertainty from both P2P sites and hosts. Our study applies principal-agent theory to develop a dual processing model in examining how to support consumers' repurchase intention by reducing consumers' uncertainty perceptions associated with booking and staying. We selected Airbnb as our context and collected survey data from American consumers. The results show that perceived uncertainty (hosts) has a direct effect on repurchase intention, whereas perceived uncertainty (site) has an indirect effect. Further, perceived utility and trust in the last host can help reduce fears of opportunism (hosts), whereas site quality can alleviate fears of opportunism (site). Our study contributes to the literature by developing a dual-processing model of repurchase intention to clarify how consumers' repurchase intention can be enhanced. The results can provide important guidelines regarding how to support consumers' repurchase intention. We also provide suggestions regarding how to deal with additional uncertainties post COVID-19.