Volume 29, Issue 5, 2020
DOI: 10.24205/03276716.2020.1031
The Impact of E-service quality in P2P accommodations on Customer Behavior Intention: Evidence from Chinese Customers
Abstract
Considering the lack of research for the Chinese consumer expectations and the sustainable approach of P2P accommodation industry, this study examines the interactions of e-service quality, eTrust and risk perception. Both qualitative and quantitative research methodologies were adopted in this study. Following construct definition, initial item production, scale purification, EFA, CFA, reliability and validity testing process, the constructs of e-service quality, eTrust perceived risk were established. This study also explored P2P accommodation services in a Chinese context; meanwhile, the interconnection among e-service quality, eTrust, perceived risk and behavior intention were uncovered. The intermediary role of eTrust and risk perception provided solutions to the improvement of e-service quality, emphasizing the importance of the “What to expect†and “What to avoid†factors. This study proposes a new and comprehensive conceptual framework for understanding the determinants and outcomes of e-service quality of P2P accommodation and, together with the findings, can serve as a basis for future research. P2P accommodation managers could use this scale to evaluate and identify their accommodation environment and communicate methods with customers, and adjust their current service strategies to target travelers from mainland China more effectively.
Keywords
Peer-to-peer accommodation; Chinese context; e-service quality; eTrust; risk perception; behavior intention