A Cross-Cultural Study of Value Priorities between U.S. and Chinese Airbnb Guests: An Analysis of Social and Economic Benefits

Jungho Suh, Cevat Tosun, Thomas Eck () and Soyoung An ()
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Jungho Suh: Department of Management, School of Business, The George Washington University, Funger Hall, 2201 G Street NW, Washington, DC 20052, USA
Cevat Tosun: Department of Management, School of Business, The George Washington University, Funger Hall, 2201 G Street NW, Washington, DC 20052, USA
Thomas Eck: Department of Hospitality and Tourism Management, Sejong University, 209 Neungdong-ro, Gwangjin-gu, Seoul 05006, Republic of Korea
Soyoung An: Department of Sport Industry Studies, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 03722, Republic of Korea

Sustainability, 2022, vol. 15, issue 1, 1-16

Abstract: Guest value priorities in relation to online peer-to-peer accommodation are an underexamined area. This study examined social and economic benefits among Airbnb guests. The relationships between guests’ benefit priorities were tested in relation to satisfaction and behavioral intention. A total of 693 Airbnb guests were recruited from the U.S. and China. A framework to examine how cross-cultural differences moderate the associations between constructs was employed to examine the influences of the two cultures, one characterized by collectivism (China) and the other by individualism (U.S.). Confirmatory factory analysis and partial least-squares structural equation modeling (PLS-SEM) were used to test variable relationships. PLS-SEM analysis indicated that social and economic benefits both significantly influenced satisfaction and behavioral intention (satisfaction also influenced behavioral intention). Multigroup analysis was employed to test a framework examining cultural differences. It was found that social and economic benefits influenced behavioral intention differently for Chinese and U.S. Airbnb guests. The results suggest the importance of social and economic benefits in a peer-to-peer accommodation setting, as well as the need to understand cultural differences in the sharing economy.

Keywords: Airbnb; sharing economy; value priorities; social benefits; economic benefits; individualism; collectivism; cross-cultural differences; cross-cultural management (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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