Short answer

Designers and strategists must embed trust-building elements at every touchpoint of the user journey, from initial search to post-stay feedback, as it is the bedrock for fostering brand loyalty and repeat business in collaborative consumption models.

Field: Innovation & Markets
Source: Journal of Hospitality and Tourism Technology (2023)
Method: Quantitative research using structural equation modeling
Sample: 399 participants
Evidence: Strong effect

Building trust in both the collaborative consumption platform and its individual providers is a foundational step that enhances brand appeal, leading to increased customer satisfaction, loyalty, and a higher likelihood of repeat engagement. This innovation & markets research insight is drawn from a 2023 study published in Journal of Hospitality and Tourism Technology. Using Quantitative research using structural equation modeling with 399 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and strategists must embed trust-building elements at every touchpoint of the user journey, from initial search to post-stay feedback, as it is the bedrock for fostering brand loyalty and repeat business in collaborative consumption models.

Study

Innovation & MarketsRecentStrong effect

Trust in platforms and hosts significantly boosts Airbnb brand likability, loyalty, and repeat bookings.

Journal of Hospitality and Tourism Technology · 2023

Key Findings

01Brand likability, enhanced by trust in both hosts and the Airbnb platform, drives customer satisfaction, brand loyalty, and revisit intentions.
02Customer satisfaction fully mediates the relationship between brand loyalty and revisit intention.

Application

Design takeaway

How to apply

When designing or managing a platform that connects service providers with consumers, invest heavily in mechanisms that build and maintain trust. This includes clear user profiles, secure payment systems, reliable review mechanisms, and responsive customer support.

Project actions

01When investigating user behavior, consider the psychological factors like trust and likability as key influencers.
02Use quantitative methods to measure the strength and direction of relationships between different user perceptions and behaviors.

Method & Evidence

AimWhat are the key drivers of brand loyalty and revisit intentions for users of collaborative consumption platforms like Airbnb, and how do trust and likability mediate these relationships?

MethodQuantitative research using structural equation modeling

ProcedureAn online survey was administered to Airbnb users to collect data on their trust in hosts and the platform, brand likability, satisfaction, brand loyalty, and revisit intentions. Statistical analysis, including partial least squares structural equation modeling and mediation tests, was employed to examine the hypothesized relationships.

Sample399 participants

ContextCollaborative consumption platforms, specifically the accommodation sector (e.g., Airbnb)

Variables

IV["Trust in hosts","Trust in platform"]

DV["Brand likability","Customer satisfaction","Brand loyalty","Revisit intention"]

CV["User demographics","Frequency of use"]

Strengths & Limitations

Strengths

+Employs robust statistical methods (SEM) to test complex relationships.
+Investigates a novel link between trust and brand likability in the sharing economy.

Limitations

Self-reported data can be subject to bias, and the specific context of Airbnb might not apply universally to all sharing economy platforms.

Reliability & validity

The study uses established scales for measuring constructs like trust, satisfaction, and loyalty, contributing to reliability. The use of SEM also aims to establish construct validity by examining the relationships between latent variables.

Think critically

To what extent can trust be 'designed' into a platform, and what are the ethical considerations of influencing user trust?

Design Principles

"Trust is the foundational element for fostering brand likability and driving loyalty in collaborative consumption environments."

For platforms operating in the collaborative consumption space, fostering trust is paramount. This research highlights that trust acts as a critical antecedent to brand likability, directly influencing customer loyalty and future purchasing decisions. Designers and strategists should prioritize trust-building mechanisms within their user experience and operational frameworks.

What This Means for Your Design

If people trust the platform (like Airbnb) and the people they are renting from, they will like the brand more, be more loyal to it, and want to use it again. Being happy with the experience also makes them loyal and want to come back.

How to use in your project

1.This research can inform the design of user interfaces that prioritize trust signals, such as verified profiles, secure payment indicators, and transparent review systems.

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Quick Cite

Paragraph starter

This research highlights the critical role of trust in fostering brand loyalty and revisit intentions within collaborative consumption platforms. By enhancing user trust in both the platform and its service providers, brands can significantly improve their appeal and encourage repeat engagement, ultimately driving business success.

Source

Journal of Hospitality and Tourism Technology

Exploring the relationship between trusts, likability, brand loyalty, and revisit intentions in the context of Airbnb

journal · 2023

View source

Questions About This Research

What does the research say about trust in platforms and hosts significantly boosts airbnb brand likability, loyalty, and repeat bookings?: Designers and strategists must embed trust-building elements at every touchpoint of the user journey, from initial search to post-stay feedback, as it is the bedrock for fostering brand loyalty and repeat business in collaborative consumption models. Evidence: Journal of Hospitality and Tourism Technology (2023).
Why does "Trust in platforms and hosts significantly boosts Airbnb brand likability, loyalty, and repeat bookings." matter for design?: For platforms operating in the collaborative consumption space, fostering trust is paramount. This research highlights that trust acts as a critical antecedent to brand likability, directly influencing customer loyalty and future purchasing decisions. Designers and strategists should prioritize trust-building mechanisms within their user experience and operational frameworks.
How can designers apply this research?: Designers and strategists must embed trust-building elements at every touchpoint of the user journey, from initial search to post-stay feedback, as it is the bedrock for fostering brand loyalty and repeat business in collaborative consumption models.
What were the main findings?: Brand likability, enhanced by trust in both hosts and the Airbnb platform, drives customer satisfaction, brand loyalty, and revisit intentions.. Customer satisfaction fully mediates the relationship between brand loyalty and revisit intention.
What research method was used?: Quantitative research using structural equation modeling with 399 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from Journal of Hospitality and Tourism Technology.
What should I do differently in my next project?: When designing or managing a platform that connects service providers with consumers, invest heavily in mechanisms that build and maintain trust. This includes clear user profiles, secure payment systems, reliable review mechanisms, and responsive customer support.
What are the limitations?: The study relies on self-reported data, and the findings are specific to the Airbnb context, which may not be generalizable to all collaborative consumption platforms.