Social presence, telepresence and customers’ intention to purchase online peer-to-peer accommodation: A mediating model

As essential features of cyberspace, social presence and telepresence play critical roles in online commerce. However, it remains unclear whether and how they can shape P2P accommodation customers' purchase intention. This study models the impact of social presence and telepresence as being med...

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Bibliographic Details
Published in:Journal of hospitality and tourism management 2020-03, Vol.42, p.119-129
Main Authors: Ye, Shun, Lei, Sut Ieng, Shen, Haili, Xiao, Honggen
Format: Article
Language:English
Subjects:
Chinese
Online peer-to-peer (P2P) accommodation
Social presence
Structural equation modeling
Telepresence
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Summary:As essential features of cyberspace, social presence and telepresence play critical roles in online commerce. However, it remains unclear whether and how they can shape P2P accommodation customers' purchase intention. This study models the impact of social presence and telepresence as being mediated by three emotional responses – trust, enjoyment and sociability. The model was then tested by structural equation modeling using online survey data comprising 571 Chinese P2P accommodation customers. Results suggest that three dimensions of social presence (social presence of Web, other buyers and sellers) and telepresence indirectly influence customers' purchase intention via different mediating routes. These findings point to a new marketing strategy where consumers’ participation can be encouraged by improving presence elements, and thus can be valuable for P2P accommodation operators to retain and develop customer base.
ISSN:1447-6770
1447-6770
DOI:10.1016/j.jhtm.2019.11.008