Factors affecting Airbnb booking intention among young Malaysian travellers / Mazlina Mahdzar ... [et al.]

Mahdzar, Mazlina and Mansor, Mohd Hafidzie and Azman, Noor Amirah and Khairom Azlin Sham, Aida Kamilia and Mohd Hafizan, Nurnayli (2021) Factors affecting Airbnb booking intention among young Malaysian travellers / Mazlina Mahdzar ... [et al.]. Journal of Social Sciences and Humanities, 5 (2). pp. 137-150. ISSN 2600-7274

Official URL: http://ejssh.uitm.edu.my

Abstract

Airbnb, a website that matches house and apartment owners with short-term tenants, was first introduced in 2008 and quickly became the most popular online accommodation booking service. Airbnb accommodations are commonly less expensive than hotels, attracting many backpackers and independent travellers. The development of Airbnb in Malaysia has raised customers' interest in staying at Airbnb, resulting in an increasing number of patrons compared to hotel customers, especially with the advancement of technology where tourists use the internet and applications to make their Airbnb booking. The study aimed to investigate the purchase intention from the perspective of young Malaysian travellers in booking Airbnb online. This study examined the influence of perceived price, quality, trust, and risk on their intentions to book Airbnb online. Survey questionnaires were distributed via a Google Form, and 129 responses were received and analysed. Regression analysis was conducted to test and support the hypotheses derived from this study. The results showed that perceived price, quality, trust, and risk influence young travellers' purchase intentions in booking Airbnb online. Of these four factors, trust has the most significant impact on young travellers’ intentions to book Airbnb online. It is proven that perceived quality and trust are paramount in encouraging purchase intention for online services. The study provides insights to online travel operators on the factors to concentrate on improving their services to customers and assist them in boosting their sales in the future and achieving customer loyalty.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Mahdzar, Mazlina
nina@uitm.edu.my
Mansor, Mohd Hafidzie
UNSPECIFIED
Azman, Noor Amirah
UNSPECIFIED
Khairom Azlin Sham, Aida Kamilia
UNSPECIFIED
Mohd Hafizan, Nurnayli
UNSPECIFIED
Subjects: H Social Sciences > H Social Sciences (General)
L Education > LG Individual institutions
H Social Sciences > H Social Sciences (General) > Research > Citizen participation
Divisions: Universiti Teknologi MARA, Pulau Pinang > Permatang Pauh Campus
Journal or Publication Title: Journal of Social Sciences and Humanities
UiTM Journal Collections: UiTM Journal > ESTEEM Journal of Social Sciences and Humanities (EJSSH)
ISSN: 2600-7274
Volume: 5
Number: 2
Page Range: pp. 137-150
Keywords: Online Booking, Purchase Intention, Airbnb, Young Traveller
Date: September 2021
URI: https://ir.uitm.edu.my/id/eprint/56061
Edit Item
Edit Item

Download

[thumbnail of 56061.pdf] Text
56061.pdf

Download (173kB)

ID Number

56061

Indexing

Statistic

Statistic details