Factors driving consumers participation in collaborative consumption with Airbnb

Abstract

Airbnb is a community marketplace where people can share, find and book unique accommodations around the world just using a smart phone or tablet via online. Airbnb enables tourists to experience the unique fun in more than 65,000 cities and 191 countries with reasonable prices. Airbnb also is a way for people to find extra income with a surplus rent to millions of customers. Therefore, this study aims to investigate the impact of perceived authenticity, perceived risk, perceived value and electronic word-of-mouth on intention of collaborative consumption using Airbnb. Quantitative method using questionnaire was used for data collection. Sample was selected through purposive sampling technique. Data were collected from 108 respondents via offline and online, and the data were analysed using Statistical Package for Social Sciences (SPSS). The result show that perceived value and electronic word-of-mouth are positively and significantly related to intention of collaborative consumption using Airbnb. In fact, electronic word-of-mouth has the biggest impact on intention of collaborative consumption using Airbnb. However, perceived authenticity and perceived risks have no relationship with intention of collaborative consumption using Airbnb. The findings of this study are important to Airbnb marketing managers to improve the intention of collaboration consumption of their customer.