How Does Perceived Risk on the Airbnb Platform Affect Purchase Intention? The Moderating Role of Digital Trust and Corporate Reputation

Abstract

The present study aims to ascertain the effect of individuals’ perceived risk towards the Airbnb platform on their purchase intentions within the scope of the Perceived Risk Theory and the Signalling Theory, and to test the moderating role of digital trust and corporate reputation in this relationship. In this regard, data were collected from 467 people in Türkiye using a survey and convenience sampling methods. A moderating model was developed, and hypotheses were tested within the scope of the relevant literature. As a result of the analyses, it was concluded that the risk perceived by individuals towards the Airbnb platform decreased their purchase intentions. Furthermore, it was determined that digital trust and corporate reputation are significant moderating factors in mitigating the negative effects of perceived risk on purchase intention. The study highlights several trust- and reputation-based strategies for short-term rental platforms to increase individuals’ purchase intentions by managing perceived risk. Moreover, the research provides an interdisciplinary and holistic perspective on the existing literature by revealing how riskand trust-based theories explain consumer behaviour, particularly in digital platforms such as Airbnb in the tourism
industry.