How coolness drives Airbnb users’ behavioural intention: findings from asymmetric and symmetric approaches

Abstract

ABSTRACT A brand’s perceived coolness enhances its appeal and can be crucial to brand success. Building on the model of goal-directed behaviour (MGB), this study investigates how the perceived coolness of Airbnb, influences consumers’ behavioural intentions regarding the platform. The proposed hypotheses were tested using partial least squares structural equation modelling (PLS-SEM). The study sample consisted of 557 U.S. travellers who had had an Airbnb accommodation experience in the past six months. Fuzzy-set qualitative comparative analysis (fsQCA) was subsequently employed to uncover the causal configurations of consumers’ desire and behavioural intentions toward Airbnb. The PLS-SEM results demonstrated the critical role of perceived coolness in influencing one’s desire and behavioural intentions toward Airbnb. The fsQCA findings suggested that causal configurations inform consumers’ behavioural intentions toward Airbnb across generations. Anticipated emotions applied to all configurations. This study extends the relevant literature by incorporating perceived coolness into the MGB model in the Airbnb context. Findings also contribute to the literature by revealing causal configurations via fsQCA. Airbnb providers should seek to develop and enhance the four identified facets of perceived coolness. The consumer market should also be classified generationally. The roles of anticipated emotions cannot be ignored.