Precio no monetario percibido en alojamientos e-peer-to-peer. La perspectiva de los huéspedes de Airbnb

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Publicado 13-01-2021
Inés Küster
Juan J. Pascual

Resumen

El precio se considera una variable clave a la hora de determinar el comportamiento de compra. Sin embargo, pocos estudios se han centrado en investigar cómo el precio no monetario se ve afectado y puede afectar otras variables endógenas del consumidor. Así, este trabajo persigue (1) analizar los antecedentes en el precio comportamental (experiencia previa, beneficios y riesgos de los servicios de alojamiento peer-to-peer), y (2) determinar el efecto de este precio no monetario y de la experiencia pasada en las intenciones del huésped. Con una muestra de 136 huéspedes de Airbnb y el uso de modelos de ecuaciones estructurales, los resultados muestran que la experiencia pasada, el riesgo financiero y el riesgo de tiempo influyen en el precio no monetario percibido. Este precio y la experiencia pasada influyen en las intenciones de los huéspedes. Así, a través de este manuscrito, se persiguen cubrir ciertos gaps detectados en la literatura: (1) proponemos ampliar los dos factores principales subrayados, considerando los precios no monetarios, (2) este trabajo se centra en los huéspedes debido a que estudios previos no han diferenciado entre anfitriones o huéspedes al analizar las intenciones, (3) si bien algunos trabajos previos han investigado sobre los precios de Airbnb, no han analizado los factores que los afectan, ni las estrategias de precios no monetarios, y (4) gran parte del trabajo, hasta la fecha, ha sido de naturaleza cualitativa, mientras que este estudio adopta un enfoque cuantitativo.

Cómo citar

Küster, I., & Pascual, J. J. (2021). Precio no monetario percibido en alojamientos e-peer-to-peer. La perspectiva de los huéspedes de Airbnb. Cuadernos De Gestión, 21(1), 103–113. https://doi.org/10.5295/cdg.201290ik
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Keywords

Precio no monetario percibido, intenciones de los huéspedes, alojamientos eC2C, Airbnb

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