ABSTRACT This study examines the influences of short-term rental services, reference groups, and information framing effects on consumers’ intentions to rent short-term rental properties. This study used a behavioural economics approach to analyze consumers’ intentions towards renting short-term rental properties. Using the concepts of reference groups and framing effects in addition to the three factors of location, price, and short-term rental services, this study proposes a conceptual framework model. Structural equation modelling was used for the parameter estimation. The study area included Kaohsiung City and Pingtung County. A total of 314 questionnaires were administered, from which 305 valid responses were obtained, indicating an effective response rate of 97.10%. The empirical results reveal that short-term rental services, reference groups, and framing effects had no direct significant influences on rental intentions. However, the three variables had indirect influences on rental intentions through the full mediator variable of attitudes. These findings highlight the importance of rental services, reference groups, and framing effects in analyzing consumers’ intentions towards short-term rental services.
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