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Purpose This study aims to explore the impact of customer value on behavioral intention in the context of sharing accommodation from a multidimensional perspective (utilitarian and experiential value). Design/methodology/approach In conjunction with the experience economy theory, this study investigated the influence of experiential value in the absorption dimension (entertainment value and educational value) on experiential value in the immersion dimension (escapist value and aesthetic value). An empirical analysis was conducted on 296 Korean sharing accommodation customers using PLS-SEM. Findings The results show that all hypotheses are supported. In addition, we compared the proposed model with its rival model (postulating the direct impact of the four realms of the experience economy on behavioral Intention) and found that the proposed model is better than the rival model. The findings broaden the application of experience economy theory in tourism and hospitality research, providing a deeper understanding of the four realms from a novel perspective. Practical implications Monetary value remains the most valued factor for customers of sharing accommodation. Also, to provide customers with a high level of experiential value, all four realms of experience should not be underestimated. Originality/value There have been studies on the behavioral intention and experience economy of sharing accommodation, but few studies have been divided into utilitarian value and experiential value. In addition, there is originality in that the validity of the proposed research model was compared with the rival model.
Wang et al. (Mon,) studied this question.