Indian Travellers’ Adoption of Airbnb Platform

Much of the existing scholarly debate on sharing economy to date has focused on the use of technology in developed countries. However, the recent upsurge of mobile technology adoption in developing countries has provided suitable breeding ground for sharing economy. The lack of native theories in to...

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Bibliographic Details
Published in:Information systems frontiers 2022-02, Vol.24 (1), p.77-96
Main Authors: Tamilmani, Kuttimani, Rana, Nripendra P., Nunkoo, Robin, Raghavan, Vishnupriya, Dwivedi, Yogesh K.
Format: Article
Language:English
Subjects:
Attitudes
Breeding grounds
Business and Management
Control
Developing countries
Information systems
IT in Business
LDCs
Management of Computing and Information Systems
Operations Research/Decision Theory
Self-efficacy
Sharing economy
Systems Theory
Technology adoption
Technology utilization
Tourism
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Summary:Much of the existing scholarly debate on sharing economy to date has focused on the use of technology in developed countries. However, the recent upsurge of mobile technology adoption in developing countries has provided suitable breeding ground for sharing economy. The lack of native theories in tourism and hospitality sector with scare utilization of unified theory of acceptance and use of technology (UTAUT) provide necessity for this research. This study adapted meta-UTAUT model as theoretical lens and extended the model with hedonic motivation, trust, and self-efficacy. Based on data from 301 potential Indian consumers, the results underscored the central role of attitude that significantly mediated the effects of effort expectancy, social influence, and facilitating conditions on consumer intention to use Airbnb. Meanwhile, performance expectancy emerged as significant direct determinant of intention alongside attitude, trust, and self-efficacy. The proposed model explained as much as 65% variance on Indian consumer’s intention to use Airbnb.
ISSN:1387-3326
1572-9419
DOI:10.1007/s10796-020-10060-1