Abstract
Online reviews are emerging as a powerful source of information influencing consumers’ pre-purchase evaluation. This phenomenon has emphasized the need for a further comprehension of the impact of online reviews on consumer attitudes and behaviors, particularly in the sharing economy platforms. This study aims to examine the relationship of attributes in Airbnb listings towards online reviews and measure the effect of online reviews towards rental price. To examine the hypothesis and drawing conclusion, a web-crawling code was developed to collect data related with the characteristics of Airbnb’s listings, the attributes of the hosts, and the reputation of the listings. The model was tested by using a dataset of 413 Airbnb listings within Jakarta area over a period of Airbnb`s launch in January 2012 until May 2018. The data collected from the survey was processed and analyzed through multiple linear regression model, t-test, and f-test. The results of this study indicate that an online review is not a significant aspect in determining rental price of an accommodation. Furthermore, the findings highlight the importance of a “superhost” badge to influence review volume, while membership duration represents the key reason that affects both review volume and consumer ratings.
Highlights
Online reviews in the e-commerce era have significant importance for consumers because they are useful yet reliable and objective in influencing consumer attitudes and behavior (Liang, Schuckert, Law & Chen, 2017)
In model 1, the linear relationship is strong as seen from the result of R-squared, which is 0.319, illustrating that 31.9% of Review Volume (RV) can be described through the five factors of SB (“Superhost” Badge), BR (Bedrooms), CP (Cancellation Policy), PP (Property Photos), and MD (Membership Duration)
The first is related to the factors influencing Review Volume and Consumer Ratings
Summary
Background Online reviews in the e-commerce era have significant importance for consumers because they are useful yet reliable and objective in influencing consumer attitudes and behavior (Liang, Schuckert, Law & Chen, 2017). Testimonial reviews, a part of an online review, come in the form of short essays comprise a brief description of user experience about the products or services. 73 experience, a testimonial review provides consumer with stories and cases. Customer ratings, another part of an online review, allows consumers to make direct comparison and judgment of product or service quality, which helps them make a final decision (Zhang, Ye and Law, 2011). Customer ratings help consumers to better filter target products or services (Liang, Schuckert, Law & Chen, 2017)
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