Understanding the Effects of Airbnb's Two-way Review System on Guests' Intention to Rebook

摘要

Online reviews of products and/or services have long been recognized as a key driver for consumers' purchase intention. Together with the popularity of the sharing economy platforms, two-way review systems are also widely applied giving both service providers and users a chance to review each other. Psychologists point out that in those systems, people tend to give more positive reviews. Drawn on the heuristic systematic model, this paper focuses on investigating how such positive reviews of themselves form users' perceptions and their influence on the rebooking intention in sharing economy platforms.