Publication Date
2024
Executive Summary
Peer-to-peer (P2P) accommodations, like Airbnb, often don’t have the same rules and oversight as traditional hotels. This can make it riskier and less predictable to stay in P2P accommodations, and the quality of the stays varies more. Thus, this study aimed to examine the following objectives: examine how different trust dimensions influence brand trust in P2P accommodations, evaluate how brand trust influences guests’ prosocial patronage behaviors, and assess how brand trust influences guests’ prosocial stewardship behaviors. The study used a scenario-based survey of U.S. travelers. Key variables included ability, benevolence, integrity, predictability, brand trust, prosocial patronage behavior, and prosocial stewardship behavior. These variables were assessed using a seven-point Likert Scale. The study’s findings revealed that different aspects of trust influence brand trust P2P accommodations. This study offers a new avenue for research by identifying how brand trust impacts prosocial behaviors and the results can aid platform and service providers in informed decision-making. The results can also help to build brand trust that encourages guest loyalty and specific behaviors like feedback, compassion, and empathy.
Recommended Citation
Hossin, Md Zaker and Chung, Yeasun K.
(2024)
"Brand Trust Equation: The Role of Brand Trust and its Impact on Pro-social Behavior in Peer-to-Peer Accommodation,"
ICHRIE Research Reports: Vol. 9:
Iss.
1, Article 2.
Available at:
https://via.library.depaul.edu/ichrie_rr/vol9/iss1/2
