0000000000595385
AUTHOR
Shenhua Huang
Millenials’ intentions to book on Airbnb
The sharing economy has witnessed a significant growth in recent years, enhanced by the development of online platforms. In particular, Airbnb has witnessed a significant worldwide year-on-year growth. Given the importance and popularity of Airbnb, it is crucial to examine which factors affect intentions to book on this website. This study proposes and tests a model based on the Theory of Reasoned Action, to examine millennials’ determinants of intentions to book on Airbnb. Based on two online surveys targeting millennials from Germany and China, the results show that intentions to book on Airbnb is mostly influenced by subjective norm, desire for unique accommodation and variety, attitude …
Generation Y Travelers’ Intentions to Book Airbnb Accommodation: An Abstract
Sharing economy is affecting the global economy with increasing scale, as customers can exchange commodities in an organized way under the help of an enormous number of online platforms (Balck and Cracau 2015). In the context of holiday accommodation, Airbnb’ s growth has been stunning as now it has more available rooms than hotel giants like Marriott and Hilton (Weed 2015). In fact, research has highlighted Airbnb’s potential to disrupt the traditional accommodation sector (Guttentag 2013). Given the importance of Airbnb, it is crucial to examine which factors affect intentions to book an accommodation on Airbnb. This study proposes an integrative model based on the theory of reasoned acti…