Relevant and rich interactivity under uncertainty: Guest reviews,host responses,and guest purchase intention on Airbnb |
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| Affiliation: | 1. Department of Management Information Systems, Dong-A University, Republic of Korea;2. Graduate School of Future Strategy, Korea Advanced Institute of Science and Technology (KAIST), Republic of Korea;1. Department of Communication, Cornell University, USA;2. Department of Communication, University of California Davis, USA;1. School of Management and Economics, Cyprus University of Technology, 115 Spyrou Araouzou, Limassol, 3036, Cyprus;2. School of Electronic Engineering and Computer Science, Queen Mary University of London, 10 Godward Square, Mile End Road, London, E1 4FZ, UK;1. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Harbin 150001, China;2. School of Tourism and Hospitality Management, Temple University, Philadelphia, PA 19122, USA;1. School of Business, The University of Queensland, Brisbane, Queensland 4072, Australia;2. School of Marketing, Curtin Business School, Curtin University, Australia;3. Otago Business School, University of Otago, Dunedin, New Zealand;4. College of Business, Shanghai University of Finance and Economics, 777 Guoding Road, Shanghai 200433, China |
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| Abstract: | Online commerce, increasingly running on digital platforms, is subject to higher uncertainty and risk in transactions (e.g., fraud, opportunism) than offline commerce. To cope with this challenge, online commerce companies often use information systems to promote interactive communication between sellers and buyers. This study examines how such seller-buyer interactivity affects buyers’ purchase intention in an online commerce context of accommodation sharing. In particular, we use text mining techniques to analyze guest reviews and host responses on Airbnb. Our analysis suggests that not only the quantity but also the quality of the response messages matter: potential guests’ purchase intention increases with the relevance and richness of the host’s responses as well as their volume. Further, we find a notable nonlinearity in the quantity effect that the volume of host responses significantly affects guest purchase intention only when it is large enough. Making sufficient responses, the hosts could enjoy complementarity between the quantity and quality effects of their responses; otherwise, the relative richness of their responses becomes more important. |
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| Keywords: | Online Commerce Interactivity Online reviews Purchase intention Text analysis Uncertainty |
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