Value co-destruction in Airbnb: antecedents and outcomes

Using cognitive appraisal theory, service-dominant logic, and conservation of resources theory, this study tests a proposed model of the antecedents and outcomes of value co-destruction in Airbnb. First, the effects of host's bad behaviour and poor customer service are evaluated as antecedents of distrust in host. Second, the effects of both cognitive (distrust in the host) and affective (negative emotions) factors as determinants of value co-destruction and the subsequent consequences on guests’ hedonic wellbeing, dissatisfaction and negative electronic word-of-mouth were evaluated. A web-based survey was conducted through Amazon Mechanical Turk, and data were gathered from 427 tourists who had negative experiences with Airbnb hosts and platform customer service agents. Both host's bad behaviour and poor customer service contributed to distrust in host. Results showed that both cognitive and affective factors contributed to value co-destruction. Results have both theoretical and managerial implications.