What is holding customers back? Assessing the moderating roles of personal and social norms on CSR’S routes to Airbnb repurchase intention in the COVID-19 era

ABSTRACT

Despite Airbnb's disruption of the hotel industry, the COVID-19 pandemic has brought peer-to-peer (P2P) accommodation markets to a standstill. During the pandemic, Airbnb elevated their engagement in corporate social responsibility (CSR) in the quest to regain trust and develop an attractive brand identity. However, the effectiveness of CSR in engendering favorable behavioral outcomes in times of crisis remains inconclusive. Drawing upon the theoretical lens of the stakeholder theory, the norm activation model, and the theory of planned behavior, this study proposes a conceptual model to test the influence of Airbnb's CSR on repurchase/rebook intention through the mediation of customer trust and customer identification with the company (C-C identification). This study also examines the moderating effects of personal and social norms on the CSR–repurchase intention routes. Findings yielded by a survey of 528 Airbnb users in the US show that the strategic philanthropy component carries the most weight in determining customers' assessments of CSR. This is followed by the environmental, economic, and ethical components. Perceived CSR does not affect repurchase intention directly but does so indirectly through the mediation of C-C identification. Personal norms weaken the effects of perceived CSR and customer trust on repurchase intention. Theoretical and practical implications are provided.