Hey Host, Do Communicate with Guests: Empirical Evidence from Airbnb
Hey Host, Do Communicate with Guests: Empirical Evidence from Airbnb
Jae-Hyeon Ju(Desautels Faculty of Management, McGill University); 김동연(Business School, KAIST); Il-Han Ryu(Buzzni Inc.); 안재현(한국과학기술원); 방영석(Chinese University of Hong Kong)
9권 3호, 1~9쪽
초록
Despite a wide practice of e-market sellers communicating with their consumers, littleattention is given to how the practice affects consumers’ purchase decision process. Based onthe text analysis of 10,479 accommodation cases obtained from Airbnb, we empiricallyexamine the relationship between the sellers’ communication efforts and the wish-listingbehaviors of guests. We find that the wish-listing is positively associated with thecommunication efforts of a host, such as (1) the feedback volume, (2) tailored messages andpersonalized contents, and (3) contingent responses to guest reviews. We discuss thetheoretical and practical implications of the study.
Abstract
Despite a wide practice of e-market sellers communicating with their consumers, littleattention is given to how the practice affects consumers’ purchase decision process. Based onthe text analysis of 10,479 accommodation cases obtained from Airbnb, we empiricallyexamine the relationship between the sellers’ communication efforts and the wish-listingbehaviors of guests. We find that the wish-listing is positively associated with thecommunication efforts of a host, such as (1) the feedback volume, (2) tailored messages andpersonalized contents, and (3) contingent responses to guest reviews. We discuss thetheoretical and practical implications of the study.
- 발행기관:
- 경영경제연구소
- 분류:
- 경영학일반