Working together or separately? The role of different review arguments in consumers' home-sharing service purchasing: evidence from China

Abstract

PurposeThis study aims to distinguish between service arguments and communication arguments within a home-sharing review and to investigate their roles in consumer purchase decision-making.Design/methodology/approachBased on the setting of Airbnb, a 3 (service argument valence: positive, neutral, and negative) × 3 (communication argument valence: positive, neutral, and negative) online experiment was conducted. Data collected from 379 participants were used to test the hypotheses.FindingsThe three main determinants of purchase intention: perceived host service quality, perceived facility service quality, and perceived social value, are affected by both service arguments and communication arguments. Service arguments positively influence perceived host service quality and perceived facility service quality, while communication arguments contribute significantly to perceived host service quality and perceived social value. However, perceived facility service quality is affected by the combination of service arguments and communication arguments rather than by the service arguments only, because service argument trustworthiness, a factor influencing the effect of service arguments, varies across the combination of two types of arguments.Practical implicationsThis research helps home-sharing platform managers to understand how to facilitate transaction success through displaying different review arguments needed by consumers. Additionally, the dual role of communication arguments emphasizes a necessity for hosts to encourage positive communication arguments and provide additional cues on the facility service quality.Originality/valueThe service arguments and communication arguments in home-sharing reviews are distinguished, and their distinct roles in consumers' purchase intention have been uncovered.