INFLUENCE OF CUSTOMER TRUST AND PERCEIVED RISK TO WILLINGNESS TO REVISIT IN AIRBNB ACCOMMODATION

<p>As Airbnb continues to grow in popularity as a lodging option, understanding what drives customer trust and perceived risk plays a critical role in shaping revisit behavior. This study investigates how these two factors influence the willingness to revisit Airbnb accommodations among users. Using a descriptive-quantitative research design, a survey was administered to 385 respondents to measure levels of customer trust (perceived usefulness, ability, ease of use, and integrity) and perceived risks (psychological, performance, physical, convenience, and social). The results revealed that customer trust, especially perceived usefulness, had a strong positive impact on the intention to revisit, while psychological risk had the most notable negative effect. The regression model showed that 67.2% of the variance in willingness to revisit could be explained by the independent variables, highlighting the greater influence of trust over risk in customer decision-making. These findings emphasize the importance of building customer trust while minimizing perceived risks to encourage continued use of Airbnb.</p><p> </p><p><strong>SDG Indicator:</strong> #8 (Decent Work and Economic Growth), #9 (Industry, Innovation and Infrastructure)</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0136/a.php" alt="Hit counter" /></p>