Who Wants to Live Like a Local?: An Analysis of Determinants of Consumers' Intention to Choose AirBNB

Abstract

As a new lifestyle, “Airbnb” is on its way to the proper nouns of the business model of “sharing economy” and gaining great popularity among the consumer groups of young people. Its marketplaces have flourished particularly in western countries, while in China it's not that popular. In this article, we aimed to explore the factors influencing consumer adoption of Airbnb using Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model. The results indicated that performance expectancy, social influence, hedonic motivation and price value were significant predictors of intention to use Airbnb, and consumers' trust was positively related to performance expectancy. Further, consumers' cross-cultural experience moderated the relationship between performance expectancy and behavior intention, and consumers' extroversion as well as change seeking tendency moderated the relationship between hedonic motivation and behavior intention. Theoretical and practical implications of the findings are discussed.

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